How did Hurtigruten achieve a 5x increase in high value calls from offline sources?

Find out how

Contents

Hurtigruten was founded in Norway in 1893 to operate voyages on Norway’s western and northern coasts. Today, they control almost 2% of the worldwide cruise market and deliver stunning cruises across the globe.

Steaming ahead with cross-channel attribution to reduce PPC budget waste and increase high-value calls from offline sources.

The challenge

Despite a drive to become a digital-first business, Hurtigruten understood that phone calls are an important part of the buying process for its highest value products. In order to understand what channels are selling these large cruise packages, Hurtigruten needed a way of tracking where sales calls were coming from, and how to generate more. Due to many offline and online campaigns across the globe, it also needed a way of segmenting their analysis.

Why Infinity?

Hurtigruten was using a mix of call tracking providers in different markets, but Infinity call tracking was chosen as the best choice to bring all of them together for a cohesive global strategy that covered both on and offline marketing activity. Infinity’s integration with Google Marketing Platform also meant it was a solution that aligned with their current PPC strategy, and was very straightforward to implement.

The solution

Hurtigruten used Infinity’s dynamic tracked numbers on eight different websites across the globe, seven of them with localised numbers. Their local marketing teams also generated fixed tracking numbers to see how their offline marketing was performing.

Tracking every individual offline campaign meant they could see the print, direct, and outdoor marketing work that was responsible for driving high quality calls, which were most likely to lead to substantial amounts of revenue.

In order to judge the quality of call coming in via each channel, Hurtigruten set up a customised qualification system based on their knowledge of what calls usually lead to a sale. Calls that didn’t meet these standards were more likely to be support queries, highlighting where more information is needed on the website or marketing collateral. Reducing these lower value calls drives both marketing and operational savings.

The outcome

With a clear view of how all channels were performing, Hurtigruten had the insights to continuously make informed decisions and optimise the quality of calls they were receiving. The following year-on-year results were achieved with Infinity:

  • 5x qualified calls from all offline marketing sources
  • Calls from brochure advertising rose by 350%
  • Decreased waste calls from PPC by 22%
  • Increased ratio of high quality calls to the business by 4%

What the client says

Infinity is very easy to use, and our teams all over the world have had a seamless onboarding. The granular nature and segmentation options mean you effortlessly find what you are looking for. Going forward, we’re excited to expand our usage across more areas of the business, including integrating Infinity into our CRM system for a deeper level of strategic revenue attribution.
Kirra Loh | Global E-commerce Manager, Hurtigruten

Ready to unlock real audience insight at scale?

Discover how our call intelligence will help you

Book a demo

Recent case studies

Case Study thumbnail: Motorpoint | UK

Motorpoint | UK

Discover how Motorpoint, the UK’s leading independent retailer of nearly new and used cars, is using call data to drive lead gen efforts.

Read case study

Case Study thumbnail: Circle Health Group | UK

Circle Health Group | UK

Discover how a smart integration with an advanced tech stack led to an award-winning shift in marketing culture for this leading healthcare company.

Read case study

Case Study thumbnail: Stoneacre Motor Group

Stoneacre Motor Group

Find out how leading automotive dealership group, Stoneacre, used Infinity to fuel their sales engine by tripling PPC sales calls and boosting AOV by 21.1%.

Read case study

Case Study thumbnail: NFU Mutual

NFU Mutual

Find out how Infinity’s Smart Match solution helped leading specialist insurance company, NFU Mutual, optimise their marketing campaigns to improve call quality and grow revenue.

Read case study

Case Study thumbnail: Southern Sheeting

Southern Sheeting

Find out how the building materials specialist used Infinity’s Smart Match solution to increase and improve PPC campaign performance.

Read case study

Case Study thumbnail: Specsavers

Specsavers

Find out how Specsavers used the Infinity platform to gain a clear picture of the customer journey to open up new opportunities and transform their marketing campaigns.

Read case study

Case Study thumbnail: Pendragon UK

Pendragon UK

Find out how Pendragon leveraged their call data to drive better customer experiences while reducing their CPA by 63.8%.

Read case study

Case Study thumbnail: Ontrack

Ontrack

Learn how the world leaders in data recovery, Ontrack, doubled calls from PPC and drastically improved lead quality.

Read case study

Case Study thumbnail: Answer4u

Answer4u

Discover how one of the UK's most trusted contact centres used Infinity to drive lead generation and annual net profits.

Read case study

0333 0600 118