Google Case Studies Twiddy & Company Increases Revenue by 18.6% Using Google Analytics Real Time API

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	Twiddy & Company Increases Revenue by 18.6% Using Google Analytics Real Time API Google

Twiddy & Company Increases Revenue by 18.6% Using Google Analytics Real Time API

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Use Cases	Real-Time Location System (RTLS)
Services	Data Science Services
Challenge	Twiddy & Company, a family-owned vacation rental company, was facing a challenge in keeping visitors on their page for as long as possible. They wanted to communicate to their guests that they were competing with other visitors for the rental homes. If visitors waited too long to book, they might not get their first-choice rental. The company was also facing a challenge with their business model. The transparency of supply through the website put all the leverage into the guests’ hands. The closer they got to the time of occupancy, the more the guests could negotiate. This was leading to Twiddy’s owners sacrificing revenue by not always filling rentals. Read More
About Customer	Twiddy & Company is a family-owned vacation rental company that manages 982 privately owned homes on the Outer Banks of North Carolina. They are primarily dedicated to renting vacations to families in the summer. The company has been using Google Analytics for a long time as their web analytics solution and have always been impressed with its capabilities. They are in the experience business, furthering the great American tradition of family vacations. Read More
Solution	Twiddy & Co. used the Google Analytics Real Time API to query the number of active visitors. They identified the pages where they thought this would have the most impact, and then designed a widget that would display this in a visible, but unobtrusive manner on the website. The Real Time API was queried server-side, using the DotNet client library to access the data, caching and refreshing every 10 seconds. For tracking purposes, a customized Google Content Experiment was set up to segment the visitors into two groups; one group would be eligible to see the real-time data on the page, and the other group would not. The Google Analytics package allowed Twiddy to control what metrics dictated success. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Use Cases

Real-Time Location System (RTLS)

Services

Data Science Services

Challenge

Twiddy & Company, a family-owned vacation rental company, was facing a challenge in keeping visitors on their page for as long as possible. They wanted to communicate to their guests that they were competing with other visitors for the rental homes. If visitors waited too long to book, they might not get their first-choice rental. The company was also facing a challenge with their business model. The transparency of supply through the website put all the leverage into the guests’ hands. The closer they got to the time of occupancy, the more the guests could negotiate. This was leading to Twiddy’s owners sacrificing revenue by not always filling rentals.

About Customer

Twiddy & Company is a family-owned vacation rental company that manages 982 privately owned homes on the Outer Banks of North Carolina. They are primarily dedicated to renting vacations to families in the summer. The company has been using Google Analytics for a long time as their web analytics solution and have always been impressed with its capabilities. They are in the experience business, furthering the great American tradition of family vacations.

Solution

Twiddy & Co. used the Google Analytics Real Time API to query the number of active visitors. They identified the pages where they thought this would have the most impact, and then designed a widget that would display this in a visible, but unobtrusive manner on the website. The Real Time API was queried server-side, using the DotNet client library to access the data, caching and refreshing every 10 seconds. For tracking purposes, a customized Google Content Experiment was set up to segment the visitors into two groups; one group would be eligible to see the real-time data on the page, and the other group would not. The Google Analytics package allowed Twiddy to control what metrics dictated success.

Impact #1	Twiddy & Co. were able to quickly look at the test results and identify what was working and by how much, creating an executive report that anyone in the company could comprehend.
Impact #2	The company was able to capitalize on the traffic to the website, since showing how many other folks are looking at a similar search shows the demand stream.
Impact #3	This created a sense of urgency, similar to an online auction, which helped in increasing the bookings.

Impact #1

Twiddy & Co. were able to quickly look at the test results and identify what was working and by how much, creating an executive report that anyone in the company could comprehend.

Impact #2

The company was able to capitalize on the traffic to the website, since showing how many other folks are looking at a similar search shows the demand stream.

Impact #3

This created a sense of urgency, similar to an online auction, which helped in increasing the bookings.

Benefit #1	Increased revenue by 18.6%
Benefit #2	Increased average value of order by 11%
Benefit #3	Increased conversion rate by 7.9%

Benefit #1

Increased revenue by 18.6%

Benefit #2

Increased average value of order by 11%

Benefit #3

Increased conversion rate by 7.9%

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Overview

Twiddy & Company Increases Revenue by 18.6% Using Google Analytics Real Time API

Operational Impact

Quantitative Benefit