All case studies
KPI STRATEGY & TRACKING
PERFORMANCE BRANDING
VIDEO ADVERTISING
CONVERSION RATE OPTIMISATION
ANALYTICS
REPORTING
TRAINING
CONSULTANCY SERVICES
Now an award-winning curation of modern public houses, Oakman Inns started with a simple philosophy: to create the perfect environment to come and enjoy great food and drink while catching up with friends, family, neighbours, and colleagues. Oakman Inns runs a socially responsible business, supporting local communities, emphasising animal welfare, and respecting the history of its locations. In operation for 15 years, the company already carries a portfolio of 40+ properties.
The size of Oakman Inns’ portfolio is impressive. Each website had a separate table booking system hosted via an iframe, rendering it impossible to have complete visibility and tracking into the portfolio's performance at large. In addition, some websites featured a room booking system hosted on a separate subdomain hosted by the booking systems developer. With its digital efforts spanning multiple platforms with no tracking in place, the company could not determine the efficacy of its channels and, therefore, an ROI on marketing spend.
We came aboard to take control of all tracking and analytics, reconfiguring everything to the latest best practices and ensuring full visibility of website activity. Acting as a consultant and trainer, we walked Oakman Inns through determining the average value of an online booking. This process included the dissection of the success rate of online bookings for a particular day versus people in the restaurant on the day versus average F&B spend on the day – all defined individually per venue.
After working with external booking partners to implement cross-domain tracking across each platform for each venue, we developed a bespoke tracking system for table bookings across venues. This system enabled passing data through three different domains to the original website, where data was captured and converted into estimated revenue via Google Tag Manager scripts.
