Case Study: a Florida Keys resort wanted to ensure they were not underestimating the performance of online campaigns that were driving revenues via the voice channel.

Background: with mobile bookings and visits increasing by 46% and 28% year-over-year (HeBS Digital

portfolio), voice reservations are increasing as a result.

Online analytics must be viewed with voice channel data to understand the full picture.

The Approach: combine online & voice channel analytics to fully understand which digital marketing initiatives are producing the highest ROIs.

The Digital Strategy:

Responsive Website DesignWebsite Technology Platform, smartCMS ® SEOSEMEmail MarketingSocial MediaSmart Data Marketing / Display

The Voice Channel Strategy:

Reservation Sales System, with real-time dataReservation Call Center, with operators trained to increase occupancyVoice Channel tracking to capture guest and prospect data

Case Study Results: 41% of revenues came through the voice channel.

Initiative / Device Online Revenue Voice Revenue Online % Voice Channel %

SEM $634,123 $303,647 68% 32%

Google Display Network $582,321 $10,386 98% 2%

Social Media $13,357 $7,412 64% 36%

Email $33,199 $318,942 9% 91%

SEO $624,243 $761,277 45% 55%

TripAdvisor Business Listing $60,105 $69,890 46% 54%

Mobile Site $108,090 $134,176 45% 55%

Tablet Site $324,006 $15,357 95% 5%

Total $2,379,443 $1,670,224 59% 41%

Not including post-impression advertising initiatives (display advertising, dynamic rate marketing, etc.)