Finding the purchase decision-maker across devices
Decameron E-commerce · 2019
Offer trip extras to the household after the main booking.
- Connect household devices
- Identify buyer
- Offer trip extras
The problem
Decameron sold travel packages online. Google Analytics showed which device made the purchase, but not who decided or who influenced the decision at home.
Family trips involve several people: couples, children, relatives. Who really makes the purchase decision?
What we built
We installed pixels and cross-device identification tools that detected the devices connected within the same household: how many there were, which ones belonged to each user and how many people engaged with travel content. When a purchase happened, the system flagged the main buyer as the decision-maker and excluded them from closing remarketing campaigns.
The real value came next. Decameron packages offer add-ons such as Panama Canal tours, beaches and eco tours. Instead of flooding the buyer with more ads, we redirected campaigns to the other household members: we know someone in your home already bought a trip to Panama, so why not add these experiences?
A cross-selling strategy based on real household behavior that raised the average ticket without saturating the main buyer.
The result
A remarketing model based on each person’s role in the household, and a higher average ticket through cross-selling driven by real cross-device data.
Why it’s innovation
It moved from measuring devices to measuring households, a conceptual leap most advertisers don’t make. Excluding the buyer and targeting the influencer is counterintuitive but powerful. Cross-selling based on real data, not demographic assumptions.
