Honey.measure wy-gov-conf-2011

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Honey Tourism Marketing

‘Half of my advertising is wasted. I just don’t know which half.’

Henry FordWilliam Lever

John Wanamaker

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What To MeasureHoney Tourism Marketing

Marketing Strives To Influence Behavior

Not Convinced?Would you be content to know that people felt warm and fuzzy about the brand but

never took any action?

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Marketing

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Direct Behavior Types

• Spend Money– Reservations • Hospitality• Attractions & Activities

– Passes & Tickets– Attendance (Events)

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Indirect Behavior Types– Phone Calls– Visitor Guides– Page Views (Goal

Page)– Interest-Based

Communications (Opt-In)

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– Event Registration– Social Media

Following– Contact (Phone,

Email, Social)– Download

Information– Email Delivered,

Opened, Clicked Thru–Walk-In

Passive Behavior Types

• Reach– Ad Impressions– Page Views– Time on Site– TV, Radio– Drive Bys (Out Of Home)

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Measure Direct,Indirect & Passive

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How To MeasureHoney Tourism Marketing

Method

1. Capture Data (Behaviors)2. Get Formulas3. Compare in Context4. Get Discipline/Routine5. Test & Optimize

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Organize By Goal Type

Select Measurement Formulas based upon Goal Type and Medium– Reach– Engage & Convert• Reservations• Visitor Guides• Newsletter Sign Up• Opt-In Communications

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Context

Compare the Results of your marketing efforts in Context:

–One Display Ad vs. Another Display Ad–Traditional Ads vs. Online–Year on Year (seasonal)–You vs. Competition–You vs. Baseline–Actual vs. Expected

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Best Practices

• Organize measurement by Campaign• Schedule measurement discipline–Monthly review for all efforts– Seasonal recap– 6 hours after email release– 2 days after email release– Day after Display Ad go live– 1 week after Display Ad goes live

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Scheduled Reports

• Media by Publisher• Traffic by Medium• Traffic by Campaign• Keyword Performance• Organic Ranking Report• Email Delivery• Facebook Insights• Database ReportsHoney Tourism Marketing

Data Sources

• CRM• Google Analytics• Bit.ly• Google Ad Planner• Quantcast.com• Media Vendor Reports

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Honey Tourism Marketing

Honey Tourism Marketing

Honey Tourism Marketing

Honey Tourism Marketing

Honey Tourism Marketing

Test, Test, Test

• Isolate a Variable– Email Release Date– Offer (5%, 3rd night free, swag)– Ad copy/imagery– Landing Page Content– Decision Page Merchandising– Follow up email/phone call

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Test, Test, Test

• Email Delivery– Send 5% of the file with different

messages– Send Winner to the rest

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Test, Test, Test

Change Your Execution

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Measure In Context& Test

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One FormulaHoney Tourism Marketing

Marketing Performance

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P = PerformanceB = BehaviorR = RevenueC = Cost

Marketing Performance

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BT = The number of conversions by type of BehaviorBI = Behavior Index

Marketing Efficiency

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BT = The number of conversions by type of BehaviorBI = Behavior Index

Measure

1. Start With Goals2. Determine What Behaviors3. Capture The Data4. Use The Formula(s)5. Test Variables

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TheBeeDance.comHoney Tourism Marketing