The challenge
Palladium was asked to establish the digital defensibility of a global travel provider and conduct a detailed analysis of the pillars of the go-to-market strategy, to help support expansion into other markets.
Our approach
- Identified the digital pillars of success and visualised their interconnectedness
- Reviewed unit economics of the freemium offering, to establish the impact and value over customer lifetime
- Evidenced levels of differentiation and defensibility against the competitive set
- Validated the scalability of the existing go-to-market strategy to new markets
- Conducted impact assessment of Google algorithm updates on organic traffic
- Established the value of free and paid customers segments through segmenting keyword themes
- Analysed the impact of ATL advertising on growing brand traffic
- Created a geographic demand heatmap based on search data for strategic prioritisation
The result
- Identified the digital pillars of business success and evaluated their defensibility against competitive threats
- Identified opportunity to grow revenue through monetisation of free user base
- Reviewed the opportunity in new markets and the scalability of current processes
