St Pancras Station

Eurostar

Say 'Bonjour' to Machine Learning

Challenge

Eurostar’s business challenge is a universal constant: how does it compete with travel operators to appear at the top of the results when people search by destination. 

With this constant business challenge iProspect had to devise a strategy to solve it in a smarter way, and return better results.

Strategy

We saw an opportunity to build a  system that could automate the media buying process for digital performance media. iProspect CORE is machine learning-powered optimisation engine that automatically analyses, activates, and optimises media based on our bespoke algortithms. CORE processes data at a rate of 6bn rows per minute, doubling the impact of performance media in half the time.​

We used CORE to automate the media-buying process for Eurostar, optimising both performance and efficiencies. ​

Essentially, we put paid search optimisation for Eurostar into the hands of our AI-based technology, leveraging the technology to make smarter portfolio buying decisions at a keyword level, improve and optimise search account structures and automate search query report processing. ​

The Results

  • 12%

    Decrease in Cost per Click

  • 26%

    Increase in Conversion Rate

  • 30%

    Decrease in Cost per Action

 

Working hand-in-hand with iProspect on our digital transformation journey; CORE is the latest example of how the agency collaborates to provide innovative solutions that address both our business and digital needs. Initial CORE results are very encouraging, cementing the way we work together for 2018 and beyond.
Guillemette Jacob Head of Marketing & Brand