How Omio Used ROQAD to See the Full Cross-Device Customer Journey

About Omio

Omio is a travel platform whose customers rarely stay on one screen. A trip is often researched on a laptop, booked on a phone and then managed in the Omio app, so one traveller can show up in the data as several unrelated users. Omio used ROQAD Graph, ROQAD's European identity graph, to bring those devices back together into one customer journey.

The Challenge

Omio's travellers plan on desktop, book on mobile and manage trips in the app. Seen as separate users, the same person received too many messages, churn was hard to spot, and last-click attribution misread which channels worked.

The Approach

ROQAD connected Omio's users across mobile, desktop and app, giving Omio a single view of each journey. Behavioural signals on top of that view showed how and why people moved between devices.

How It Worked

ROQAD Graph combines deterministic and probabilistic links to connect devices, IDs and households on TCF-consented data. Deterministic anchors, such as hashed emails and authenticated IDs, ground the graph in observed connections, and probabilistic modelling extends those anchors to the devices and identifiers that never log in. The graph covers more than 500M unique European IDs, from cookies and mobile advertising IDs to hashed emails, CTV device IDs and universal IDs. For Omio, this meant the mobile, desktop and app identifiers belonging to the same traveller could be grouped into one cross-device journey instead of three separate profiles. The work then ran in three steps:

1. 1

   Customer journey mapping across devices, combined with behavioural signal analysis to uncover motivations and decision patterns.

2. 2

   Channel evaluation beyond last-click attribution, with budget optimised on real journey behaviour.

3. 3

   Retention-focused insights to identify churn risk and strengthen long-term loyalty.

Why One Journey View Matters

When each device is counted as a different person, three things go wrong at once. Messaging rules treat one traveller as several people, so emails and notifications pile up. Churn signals on one device are missed because activity carries on somewhere else. And last-click attribution credits whichever channel touched the final device, not the channels that started the journey. Connecting the devices fixes the data that all three decisions depend on.

Privacy by Design

ROQAD Graph only uses data that has a TCF consent string attached, and all ROQAD products are GDPR and CCPA compliant. ROQAD has held the ePrivacySeal since 2015 and is SOC 2 Type 1 certified, so Omio could unify its customer journeys on consented data with the controls European regulators expect.

The Results

With one view of each traveller, Omio could measure journeys as they actually happen across mobile, desktop and app, and act on what it saw: fewer duplicate messages, earlier warning of churn and budget moved towards the channels that really drive journeys. Because every result rests on the same connected view, retention, messaging and attribution teams worked from one shared picture of the traveller rather than three conflicting ones.

• Full visibility across mobile, desktop and app
• Better user-journey analytics
• Higher retention through reduced messaging overload
• More efficient attribution and marketing spend