Established in 1987 by a 747 pilot who invented the rolling suitcase, Travelpro pioneered the wheeled luggage category. While the brand has a strong heritage serving flight crews and travelers worldwide, their ecommerce presence only began to take shape in the mid-2010s, with a formal website launch in 2017 and migration to Shopify in 2019. As Travelpro's digital presence grew, so did their need for accurate data and unified ecommerce intelligence across their global operations.
Challenges
Prior to implementing Triple Whale, Travelpro struggled with fragmented marketing data and limited visibility into the true impact of their marketing channels.
"Platform level attribution is often way off. When GA4 replaced Universal Analytics, it introduced a lot of questions about accuracy while being less user-friendly,"
The team faced several key challenges:
- Fragmented marketing data across platforms with no unified source of truth
- Limited visibility into the true impact of paid social versus paid search
- Inefficient affiliate spending without clear understanding of where affiliates fit in the customer journey
- Time-consuming manual reporting across disconnected platforms for global teams
These challenges made it difficult for Travelpro to make confident, data-driven marketing decisions.
Solution
After evaluating various options, Travelpro implemented Triple Whale in October 2023 to create a unified source of truth for their data and analytics across their global operations.
"Triple Whale really gives a much clearer picture of where each touchpoint fits into our attribution. The ability to have a variety of different models at one click—last click, first click, Triple Attribution, plus view-through—is really helpful in the context of paid search and paid social,"
The platform's comprehensive suite of ecommerce intelligence tools—including multiple attribution models, post-purchase surveys, and Moby AI-powered analytics—gave Travelpro the insights needed to optimize their marketing spend and make faster, more confident decisions across channels. Implementation was seamless, allowing the team to start seeing actionable intelligence within days rather than weeks.
Results
Travelpro implemented a multi-faceted approach with Triple Whale's platform to transform their global marketing operations and decision-making process. By leveraging key capabilities across the platform, they were able to unify their data, automate analysis, and unlock previously hidden insights that drove significant efficiency improvements.
Automating analysis with Moby Chat
Travelpro uses Moby Chat for data extraction, building dashboards, and answering complex business questions that would otherwise require manual analysis.
“I use Moby Chat quite regularly, really to do a lot of data extraction. Right now, we're building a couple of interesting shared MER dashboards for our shops… Every once in a while I'll get a really odd data question from the team and I'll go into Moby, and it typically gives me the answer quickly, "
Streamlining global operations with unified reporting
With marketing performance, earned media, social and site, merchandising teams across the US, Canada, and EU all using the same platform, Travelpro dramatically improved cross-regional collaboration and decision-making speed.
"Having a unified source of truth for reporting across the entire organization is invaluable. When the EU asks about their performance, I can just switch accounts, use the same interface and attribution presets, drill down, and get quick insights. The path to insight is really quick across all groups,"
Optimizing channel mix with multi-touch attribution
Travelpro leverages Triple Whale's multiple attribution models to understand the true impact of each marketing channel. This comprehensive view enabled them to confidently reallocate budget from underperforming channels to those driving real results.
"We're able to actually scale up our spend across the channels we find are working, and we've reduced it in some cases from channels like affiliate. Ultimately we're spending roughly the same, but we're putting it into channels that are more effective, and our efficiency is going up,"
This comprehensive view enabled them to make more confident decisions when reallocating their budget
Post-purchase survey reveals hidden insights
The Post-Purchase Survey uncovered that approximately 20% of Travelpro's customers discovered the brand through New York Times Wirecutter—a significant influence that wasn't visible in traditional attribution models.
"When you see how many purchases Wirecutter influences, it guides all of our interactions with that partner. We've really scaled up our work with them over the past two years, including exclusive promotional emails—things we would have never done because we didn't know the true impact before the Post-Purchase Survey,"
This insight transformed Travelpro's partnership strategy, leading to deeper collaboration with this influential affiliate partner.
Optimizing affiliate spending with enhanced tracking
Triple Whale's affiliate tracking capabilities allowed Travelpro to see exactly where affiliates fit into the customer journey, from both first-click and last-click perspectives.
"Being able to track all that affiliate activity and see where it fits into the funnel has really allowed us to cut wasteful spending on affiliate programs. We've adjusted our spend to match up with what's actually driving value,"
Results
Triple Whale’s AI-native platform has transformed Travelpro's marketing operations, delivering measurable improvements in efficiency and performance.
The platform's impact is most evident in their year-over-year marketing efficiency ratio (MER), which increased from 5.9 to 7.3—a 24% improvement—by reallocating budget from underperforming channels to more effective ones.
Perhaps most valuable is the time saved through unified reporting. What once required multiple team members manually pulling data from different platforms can now be accomplished quickly in one interface supercharged with Moby AI, creating alignment across global teams and agency partners.
"Having a unified source of truth for reporting across the entire organization—whether it's US, Canada, or EU—we're all using the same tool. The path to insight is really quick, and since we're all looking at the same dashboard, we're all sharing the same information,"
Looking ahead, Travelpro plans to expand their use of Triple Whale's AI capabilities, particularly Moby Agents, to further automate reporting and uncover deeper insights as they grow their team.
Ready to unify your attribution and discover hidden growth opportunities? Talk to our team today to learn how Triple Whale can transform your marketing strategy and help you make faster, more confident, data-driven decisions.
