See how the UK’s No. 1 independent cruise specialist used Smart Outcomes to generate a 40% increase in marketing profit.

The challenge

ROL Cruise has a large product inventory, often sold via complex, multi⁠-⁠touch customer journeys and phone calls often represented the final and most valuable conversion point.

Yet ROL Cruise lacked clear visibility on what led to those calls, what happened on them, and what revenue to attribute to the channels responsible.

This limited attribution made it difficult to accurately measure campaign performance, optimise spend, and maximise ROI. This created a risk of misallocated budgets and missed optimisation opportunities.

Why Infinity?

ROL Cruise needed a call intelligence solution to improve marketing attribution across a broad mix of channels, including national press, direct mail, and digital. By using Infinity, not only could ROL Cruise close this attribution gap, they could connect call categories and revenue to phone calls too. This put them in the position to make ROI-informed decisions on marketing tactics.

To add to that, the ability to connect to Looker Studio to clearly present call intelligence data meant insights could be shared with senior stakeholders.

The solution

To connect revenue to a call, ROL Cruise used Smart Match. This powered accurate campaign analysis, improved product placement decisions, and delivered a clearer, end-to-end view of complex customer journeys.

Meanwhile, Smart Outcomes was set up to capture the intent and outcome from every call. This first-party data was connected back to marketing activity to leverage AI-driven bidding strategies. This meant they could focus on reaching high-intent users rather than optimising for call volume alone, improving efficiency and conversion quality.

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This was underpinned by Infinity’s call tracking platform, linking every phone call to its source. All this data was included in a Looker dashboard for rapid analysis and executive-level insight sharing.

Infinity also provided ROL Cruise’s sales teams with a clear view of call outcomes and the visitor journeys that led to them. This generated faster follow-ups, a more relevant service, and improved call analysis.

The results

Implementing a call intelligence solution provided clear insight into call-driven conversions, enabling more accurate attribution, better campaign optimisation, and more confident marketing investment decisions.

Since working with Infinity, ROL Cruise has seen significant commercial results as well as boosting primary actions across paid search conversion goals. They have seen results such as:

• 16% uplift in ROI
• 40% increase in marketing profit
• 15% rise in calls that resulted in a quote
• Record breaking profits from digital channels

By making better targeting decisions with their Smart Outcomes data, they have also seen a knock-on effect of increasing form submissions by 10% and sign-ups by 7%.

Next, ROL Cruise will integrate Infinity data into their bespoke CRM to deliver a 360⁠-⁠degree view of customer communications. This will enable sales teams to increase call conversion rates, while enabling marketing teams to drive hyper⁠-⁠personalised activity and gain deeper insight into the full customer journey.

What the client says

Smart Outcomes enabled us to focus on high-intent users, improving efficiency and conversion quality. Infinity’s events have also been incredibly valuable, providing real examples of how we could drive success. Georgina Todd | Director of Digital, ROL Cruise

We have had a long, consistent relationship with Infinity. Their responses have always been great and they know our business well, helping us deliver some exceptional results. Rob Barker | Business Intelligence Director, ROL Cruise