Discover how Fred. Olsen Cruise Lines used AI-powered call categorisation to increase YoY revenue by 37%.

How has Infinity's Smart Outcomes helped Fred. Olsen drive better results from their paid campaigns?

The challenge

The most valuable customers of Fred Olsen Cruise Lines will often call up to discuss and tailor their next holiday with a specialist before booking it, sometimes multiple times. As such, It’s crucial that their PPC reaches the people most likely to make those calls.

But without knowing what’s happening on their calls, it’s impossible to know what’s driving these high-intent callers and how to efficiently target more of them. They needed this insight, and they needed it fast to ensure they got the best possible results from their paid campaigns.

Why Smart Outcomes?

Fred. Olsen’s agency, Accord Marketing, had already worked with Infinity to set up call tracking and Smart Match, ensuring both calls and their revenue are tracked back to a source. Smart Outcomes filled the crucial gap of understanding the intent and outcome of the calls to their business. This in turn can be fed into bidding engines for laser focus on the leads most likely to convert.

Smart Outcomes deliver a solution to their challenge, and its customised AI prompts automatically categorise calls. The massive bonus here is that this can be set up, tested, and set as goals in a few short days.

The speed, scale, and performance that Smart Outcomes guarantees meant it was the clear solution to their challenge.

The solution

Accord Marketing worked with Infinity to set up an AI prompt within Smart Outcomes that automatically pinpointed all calls where someone had the intent to make a booking, as well as all calls where a booking was made.

The calls where a booking was the intention were then marked as goals, and these goals were fed back into Google Ads to optimise all their campaigns - such as Performance Max, YouTube, and Demand Gen - by automatically targeting more visitors that fit the same profile.

It was easy to monitor performance via Infinity’s Smart Outcomes dashboard, where they could also drill down into individual calls that had their own call summaries, too.

The Smart Outcomes Dashboard: See your intent and outcomes data at scale, segment, and dive in

The results

By focusing their bidding on the type of website visitors who lead to high-intention booking calls, Fred. Olsen soon saw significant results from their PPC, including:

• 37% year-on-year revenue increase
• 16% increase in return on Google Ads spend
• Fast collection of high-quality performance data in time for crucial campaigns

Fred. Olsen now have a clear view of all calls with intent to book as well as all of those that did or didn’t actually go on to make bookings. They‘ll now be using this data to understand how to improve their conversion rates on the call as well as continuing to use this data to drive better results from PPC.

What the client says…

“Gathering call intent and outcome data from our Summer sale was crucial for powering strong results for the rest of the year. Smart Outcomes was set up swiftly and accurately, and we saw the benefits very soon after.”

Ben Williams | Performance Marketing Lead, Fred Olsen Cruise Lines

“Smart Outcomes was an obvious next step in getting the most out of our digital marketing investment. Getting high-quality data on customer intent from Smart Outcomes and feeding it back into our bidding platforms has been crucial in optimising our targeting.”

Daniel Ward | Digital Director, Accord Marketing