Grupo Xcaret: Optimization in Awin

The Challenge

Grupo Xcaret's affiliate programme across North America was facing attribution loss, portfolio inefficiencies, and limited visibility into true incrementality. The programme had been operating as a volume-led channel, without the data integrity or partner quality standards needed to drive efficient, sustainable growth across the US, Mexico, and Canada.

The Strategy

The team implemented a structural optimisation anchored in data integrity, partner quality, and measurable outcomes. Migration to Awin with full server-to-server tracking unlocked deterministic attribution and enabled more rigorous partner evaluation. Portfolio restructuring and focused investment on partners capable of delivering genuine incremental value. Performance-based influencer partnerships, AI-supported premium acquisition, and continuous conversion optimisation were layered in to drive both quality and scale.

The Work

The migration to server-to-server tracking gave the team a reliable, deterministic foundation for all attribution decisions, replacing the ambiguity that had previously limited optimisation. Portfolio restructuring was carried out with a focus on contribution-margin performance rather than volume, ensuring every active partner was earning their place in the programme. The combination of influencer partnerships and AI-supported acquisition extended the programme's reach into new audiences while maintaining the efficiency standards the rebuild had established.

Results

The programme delivered a 100% increase in affiliate-driven sales, with revenue exceeding $39.9 million and sustained ROAS of up to 8:1 in priority North American markets. Year-on-year revenue growth of 6% was achieved alongside the structural improvements, and the programme was recognised among the top three affiliate brands in Mexico.

The Judges' Verdict

Judges recognised this as a sophisticated, enterprise-level programme optimisation with a meaningful shift from volume-led to efficiency and incrementality-led performance. The integration of server-to-server tracking and the discipline applied to portfolio restructuring across multiple global markets were highlighted as particular strengths. The tools used were not new, but the rigour with which they were deployed set this entry apart. A strong and well-evidenced submission.

"A sophisticated, enterprise-level programme optimisation that demonstrates a clear shift from volume-led to efficiency and incrementality performance. The discipline in how the tools were used is what sets it apart."