About the Client:

UniLodge is a prominent provider of student accommodation in Australia and New Zealand. With over 130 properties across major cities like Sydney, Melbourne, and Auckland, UniLodge aims to enhance the university experience by creating vibrant student communities. These communities are designed to help students live comfortably, focus on their studies, and enjoy an active social life.

Goals and Challenges:

UniLodge faced a significant challenge in understanding which marketing channels or campaigns were effectively driving bookings. The reliance on last-click attribution was inadequate due to the complex nature of the user journey in their business. Prospective students often explore multiple accommodation options over several weeks, using various devices and browsers, making it difficult to attribute bookings accurately.