Marketing Performance and Growth Efficiency Analysis

A strategy-oriented analysis of trivago’s marketing efficiency, examining how increased brand investment, traffic mix shifts, and marketplace changes affect sustainable growth and ROI.
Report
Marketing
Quarto
R
Author

Aleksei Prishchepo

Published

January 21, 2026

Project Overview

This project analyzes trivago’s multi-year marketing turnaround, focusing on how advertising investment, traffic composition, and marketplace design interact to drive growth efficiency. Rather than evaluating campaigns or channels in isolation, the report supports strategic decision-making around sustainable growth, brand reinvestment, and long-term return on advertising spend (ROAS).

NoteRole

Marketing / Business Analyst

NoteTools

R, Quarto, public financial and operational disclosures

NoteDomain

Digital Marketing Strategy, Growth Analytics, Marketplaces

Key Features & Components

Growth efficiency analysis under rising spend

Evaluates how accelerated advertising investment affects ROAS and referral revenue, distinguishing scale-driven growth from efficiency-driven growth.

Brand vs performance marketing trade-off

Analyzes the strategic shift toward branded traffic and its implications for demand quality, cost volatility, and long-term returns.

Geographic efficiency comparison

Compares ROAS and growth elasticity across regions to identify where incremental investment is most defensible.

Revenue quality and loyalty assessment

Links improvements in user retention, logged-in usage, and conversion efficiency to higher-quality growth rather than pure traffic expansion.

Strategic risk and constraint analysis

Assesses structural risks such as advertiser concentration, platform dependency, regulatory changes, and competitive pressure from AI-driven search.

NoteFull Report

Read the complete analysis in the Marketing Performance & Growth Efficiency Report.

See the source code and data in the project repository on GitHub.

Implementation

  • Performed data cleaning, transformation, and analysis using R.

  • Built the report with Quarto, integrating code, visualizations, and commentary into a coherent analytical document.

  • Focused on clarity and argument structure rather than interactive features or tooling complexity.

Outcomes & Impact

Supports strategic evaluation of brand reinvestment by clarifying its short-term efficiency cost and long-term growth rationale.

Demonstrates how marketing analytics can inform corporate strategy, not just campaign optimization.

Highlights sustainability constraints of paid acquisition in competitive marketplaces and the importance of demand quality.

Provides a decision-oriented lens for interpreting marketing performance during a turnaround phase.

Skills Demonstrated

Marketing efficiency analysis • Growth strategy assessment • ROAS interpretation • Demand quality analysis • Strategic storytelling • Analytical reporting • Marketplace economics

Apply This to Your Business

If your organization needs data-driven analysis to support strategic decision-making, feel free to reach out via the contact page to discuss how I can help turn data into actionable insights.

See Also

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