MYCOMM Digital Acquisition Strategy
From demand discovery to measurable booking growth
My primary responsibility: Digital Advertising Strategy, including SEA and SMA planning.
The broader market, website, SEO and acquisition analysis was developed by a four-person project team.
Organic demand is doing the heavy lifting
Select a channel to see its strategic role in the acquisition mix.
The project dataset shows organic search carrying the acquisition system.
The weak link is movement from information to offer
Each stage is focusable and reveals intent, friction and the strategic action.
Blog / Calendar
Informational queries and event research
- current friction
- Attention stays high up the funnel when event content is not clearly routed onward.
- strategic action
- Place commercial routes, offer modules and event-specific CTAs inside discovery pages.
Visibility is strong, but mobile speed carries risk
Audit observations are labeled as inputs, not delivered performance.
Organic visibility is strong, with a large keyword base and positive organic trend.
A rugby paid-search pilot captures booking intent
The scenario control switches only between verified forecast cases.
Uses the lower click and booking forecast. This is a planning scenario, not a guaranteed result.
- - voyage rugby organisé
- - séjour rugby tout compris
- - voyage rugby 6 nations
- - billet finale champions cup
- - package finale champions cup
- - hotel + billet champions cup
Paid social tests retargeting against prospecting
The toggle updates conversions, CPA and explanation without changing the plan.
Scenario forecast
Uses the realistic CVR planning case. It updates the forecast view without changing the original plan.
35-50 · rugby traveller · Facebook + Instagram
25-35 · experience seeker · Instagram + TikTok
- - Blended CPC: €0.72
- - Click-to-visit loss: 20%
- - Realistic CVR: 1.07%
- - Conservative CVR: 0.53%
Capture demand, retarget interest, scale by evidence
The connected diagram shows how SEO, SEA, SMA, booking and measurement work together.
Capture existing demand, retarget demonstrated interest, measure the full journey and scale only what works.
A roadmap for what to fix before scaling spend
Fix the conversion base
Prioritise mobile speed, tracking and landing-page clarity before increasing spend.
Launch a rugby pilot
Use rugby as the first SEA/SMA acquisition model, then reuse the structure for F1 and football.
Scale by evidence
Reallocate budget using CPA, visit quality, micro-conversions and ROAS signals.