LateRooms, a hotel accommodation website, is implementing new algorithmic codes to help it improve its search engine optimisation.
The company is attempting to improve the effectiveness of its online marketing by up to 20 percent by improving the codes, as well as improving forecasting.
LateRooms has signed a deal with Efficient Frontier, a search engine marketing consultancy, to use the company’s algorithmic technology and services to help it make the improvements.
The new technology will integrate with LateRooms’ own in-house internet marketing systems, and the company aims to scale it across its markets. Each market required its own model because of different sales trends, LateRooms said.
Glyn Powditch, head of business analysis at the company, said the “sophisticated maths” of the new systems would help deliver the planned upturn in clickthroughs. The systems would offer “highly accurate forecasting and predictable outcomes”, he said.