Embed Size (px)
DESCRIPTION
Connecting the Dots is my presentation made to the mobile & analytics track at the 2014 eTourism Summit in San Francisco, CA. The brief talk covered why it's important for DMOs and other travel sites to track campaign performance as well as a few examples of what Visibility and Conversions client, Visit Myrtle Beach, has done.
Citation preview
Josh Williams
Digital Marketing Director
Visibility & Conversions
Who We Are
Display Advertising · Social Media Marketing & Advertising · Media PlanningSearch Engine Optimization · Retargeting · Search Engine Marketing · Email Marketing
When should DMOs measure performance?
Always
When should DMOs use ROI and KPIs?
As much as possible
What metrics should DMOs focus on?
KPI vs. Goals
“Begin with the end in mind.”– Stephen Covey
Ask Yourself…
• What are our overarching objectives? (KPI)• What do we want to achieve with this specific campaign? (Goals)• How does this campaign fit into the whole picture?• What are our limitations in tracking? Can they be overcome?
Goals Depend on…
Funnel Channel Audience
Awareness Reach, CPM, SOV Direct Response Conv. Rate AgeStudents, New
Families, Retirees
Consideration CPC, CTR SocialEngagement,
Growth, ViralityLocation
At work, On the go,At home
PurchaseROI/ROAS, CPL,
new vs returning
Media Buys CPM, eCPC, CTR, Bounce Rate
ActivityActive (Search,
Content), Passive (Social, Video)
VideoViews, Reach,
Cost/ViewDevice
Desktop, Tablet, Mobile
↓ ↓ ↓
KPI: Visitors in Destination
Problem: How do we connect our advertising to hotel bookings?
Measuring Impact on Hotel Bookings
Hotel Booking Engine
Advertising Channels Our Site Hotel Website Hotel Customer
We add a javascript snippet on all hotel confirmation pages which
feeds into our analytics
Problem: How do we measure the impact of awareness and branding campaigns?
New Visitation as a Metric
16%
25%
33% 34%
38%
42%
2008 2009 2010 2011 2012 2013
Started measuring new visits in 2008
More information helped increase new visitors more than 1.5x five years later
Case Study: Beach House Giveaway
Case Study: Beach House Giveaway
Goals:50,000 new email subscribers$1.80 CPL
Results:over 74,000 new email subscribers$1.50 CPL
Case Study: Beach House Giveaway
Social Media Display Video Email Marketing
Entries 23,000 51,000 n/a n/a
CPL $1.15 $1.65 n/a n/a
Channel-specificmetrics
ReachEngagement
Follower growthVirality
eCPCCTR
ReachViews
Average view length
Open rateCTR
We also tracked our KPI (hotel clicks) in every channel
