understanding true conversions & rois from marketing campaigns€¦ · roi from marketing...

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Understanding True Conversions

& ROIs from Marketing

Campaigns

Using Online & Offline Reservation Tracking

A Strategic Partnership to

Understand the Big Picture

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HeBS Digital: Hospitality industry’s leading digital technology, website design, full-service

digital marketing and website revenue optimization consulting firm dedicated

to driving revenues through the direct online channel.

Navis:A voice reservation sales system company that increases leisure voice

booking conversions and bottom-line leisure revenue for resort, hotel, and

vacation rental companies.

Case Study: Understanding True

ROI from Marketing Campaigns

A joint Florida Keys resort

client was underestimating

the performance of online

campaigns, often leading to

cancelling or lowering the

budget on initiatives that were

driving revenues via the

voice channel.

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Note: 2014 Is the Year of Big Data

• Shift in bookings from desktop to mobile and tablet devices has resulted in more voice reservations.

• Traditional analytics must be viewed in conjunction with other data sources to understand the full picture.

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22 percent of web visitors now come via the “pure” mobile channel.

The majority of “pure” mobile bookings come from

the voice channel (7 out of 10).

“Pure” Mobile vs. Tablet

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Our Approach

Use Smart Analytics by

combining online &

offline analytics to fully

understand which digital

marketing initiatives are

producing highest ROIs.

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The StrategyOnline

• Award-winning website,

Responsive Design on Server

Side (RESS), state-of-the-art

CMS technology, and digital

marketing budget focused on

generating revenues.

• Initiatives included SEO,

SEM/paid search, email

marketing, social media, online

media and retargeting and

multichannel campaigns. 7

The StrategyOffline

• An award-winning

reservation sales

system providing

accurate, real-time

data.

• Reservation call

center, operators

trained to increase

occupancy

• Offline reservation

tracking to capture

guest and prospect

data

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Results: 44% of online marketing

revenue through voice channel.

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Full Year 2013 Total Revenue Online Revenue Offline Revenue Online % Offline %

Email $115,998.48 $31,720.36 $84,278.12 27% 73%

Social Media $27,629.20 $2,490.00 $25,139.20 9% 91%

SEM / Paid Search $1,969,061.66 $1,196,848.97 $772,212.69 61% 39%

Direct to Website (SEO) $1,747,691.35 $1,016,196.23 $731,495.12 58% 42%

Trip Advisor Business Listing $429,017.37 $281,203.54 $147,813.83 66% 34%

Online Media / Display $161,859.70 $64,670.35 $97,189.35 40% 60%

Local Listings $6,421.25 $6,421.25 $0.00 100% 0%

Limited Time Offer $38,260.31 $27,379 $10,881.31 72% 28%

All Marketing $4,690,074.30 $2,626,929.70 $2,063,144.63 56% 44%

Results: 44% of online marketing

revenue through voice channel.

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Full Year 2013 Total Revenue Online Revenue Offline Revenue Online % Offline %

Email $115,998.48 $31,720.36 $84,278.12 27% 73%

Social Media $27,629.20 $2,490.00 $25,139.20 9% 91%

SEM / Paid Search $1,969,061.66 $1,196,848.97 $772,212.69 61% 39%

Direct to Website (SEO) $1,747,691.35 $1,016,196.23 $731,495.12 58% 42%

Trip Advisor Business Listing $429,017.37 $281,203.54 $147,813.83 66% 34%

Online Media / Display $161,859.70 $64,670.35 $97,189.35 40% 60%

Local Listings $6,421.25 $6,421.25 $0.00 100% 0%

Limited Time Offer $38,260.31 $27,379 $10,881.31 72% 28%

All Marketing $4,690,074.30 $2,626,929.70 $2,063,144.63 56% 44%

Online Revenue Only

Campaign

Online Booked

Revenue Total Cost ROAS

1 $ 3,075.00 $ 11,973.18 25%

2 $ 6,399.00 $ 1,236.28 517%

3 $ 3,740.00 $ 4,069.16 91%

4 $ 4,210.00 $ 1,948.15 216%

5 $ - $ 1,801.12 -

6 $ 6,988.75 $ 1,803.89 387%

7 $ - $ 2,495.77 -

8 $ 1,818.00 $ 1,718.77 106%

9 $ - $ 45.68 -

Total $ 26,230.75 $ 27,092.00 97%

Campaigns that would have been

paused without the big picture.

Total Picture

Campaign Answered

Total

Revenue

Online

Booked

Revenue

Acct

Booked

Revenue

RezForce

Booked

Revenue

Booking

Assist On

Other

Campaign's

Revenue Clicks Total Cost

Clicks Per

Answered

Call

Cost Per

Answered ROAS

1 173 $ 45,974.85 $ 3,075.00 $ 40,064.85 $2,835.00 $ - 6,444 $ 1,973.18 37.25 $ 69.21 2330%

2 136 $ 22,629.85 $ 6,399.00 $ 16,230.85 $ - $ - 1,670 $ 1,236.28 12.28 $ 9.09 1830%

3 102 $ 15,563.10 $ 3,740.00 $ 8,727.10 $ 3,096.00 $ 2,302.65 2,386 $ 4,069.16 23.39 $ 39.89 382%

4 29 $ 12,127.20 $ 4,210.00 $ 7,917.20 $ - $ - 866 $ 1,948.15 29.86 $ 67.18 623%

5 42 $ 7,900.70 $ - $ 7,900.70 $ - $ - 1,285 $ 1,801.12 30.60 $ 42.88 439%

6 35 $ 14,824.85 $ 6,988.75 $ 7,836.10 $ - $ - 1,766 $ 1,803.89 50.46 $ 51.54 822%

7 48 $ 4,339.80 $ - $ 3,611.80 $ 728.00 $ - 1,807 $ 2,495.77 37.65 $ 52.00 174%

8 24 $ 5,342.00 $ 1,818.00 $ 3,524.00 $ - $ - 984 $ 1,718.77 41.00 $ 71.62 311%

9 2 $ 2,664.00 $ - $ 2,664.00 $ - $ - 34 $ 45.68 17.00 $ 22.84 5920%

Total 591 $ 131,366.35 $26,230.75 $ 98,476.60 $ 6,659.00 $ 2,302.65 17,242 $ 27,092.00 29.35 $ 46.98 485%

Action Plan

Analyze Campaigns &

Re-allocate funds to

achieve the highest

ROI.

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Beginning of Campaign:

• 85% of spend on SEM/paid search

• 15% of spend – other initiatives

• Doubts about effectiveness of email,

social media, online media

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Using Smart Analytics to Evaluate

Campaign Effectiveness + ROI

After Analyzing Voice Channel Results:

• 40% of spend on SEM

• 30% of spend on online media/retargeting

• 25% spend on multichannel campaigns

• 5% spend on other initiatives

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ROI increased

25% with

re-allocation of

funds.

Using Smart Analytics to Shift

Marketing Spend

Average Marketing Campaign

ROAS=1,022%Online+Voice Revenue

Key Takeaways A true understanding of conversion and marketing ROI requires a

combination of both online and offline reservation tracking systems.

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Key Takeaways

Analyzing your call

analytics/offline reservation

tracking will ensure you are

not underestimating

performance of online

campaigns then cancelling

or lowering budget on

initiatives that are driving

revenues via your voice

channel.

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+86%

+85%

+98%

Website visitors

Bookings

Revenue

Key Takeaways The shift in bookings from desktop to “true” mobile devices has resulted

in more voice reservations (i.e. many mobile users book via voice

which necessitates the need for robust offline reservation tracking).

“True” Mobile 2013 vs. 2012:

Thank You

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Your Presenters:

• Max Starkov, HeBS Digital President & CEO

• Michelle Marquis, NAVIS Vice President of

Marketing & Strategic Initiatives