creating a data-driven destination
TRANSCRIPT
CREATING A DATA-DRIVEN DESTINATION
#mtntrvl Destinations@MTS
Chris AdamsMiles
Chris DallaVillaBCF
Jan FreitagSTR
Canadian Destination benchmarking program 2013 -
DataDrivenDecisions
7 BEST PRACTICES
#mtntrvl Destinations@MTS
CREATING A DATA-DRIVEN DESTINATION
Are You a Data Diva or a Ninja of Numbers?
1. Metrics that Matter: We measure against at least 3 Goals or Signals of Intent to Travel.
2. Agile Advertising: We test, review and continually refine campaigns based on analytics.
3. Market Performance: We track key market measures & match them to campaign activity
4. Competitive Intelligence: We track, review & benchmark our competitors’ actions.
5. Stakeholder Participation: We have a shared vision of “success” with all stakeholders
6. Workflow: We have established processes (& the resources) for who does what when.
7. Centralized Reporting: Our key reporting is accessible, clear & comparable in 1 location
7 BEST PRACTICES
SCORING7 = You are a Ninja of Numbers5-6 = You are a Data Diva in Waiting3-4 = You are Tracking on Training Wheels0-2 = You are a Slumbering Statistician (and it’s time to wake up!)
A Deeper Dive
Metrics That MatterAgile Advertising
Chris Adams
Measurements x 3
Audience
Engagement
Signals of Intent to Travel(or Goals – Conversions)
Signals of Intent to Travel
MeasuresSignals of Intent
Goals: Signals of Intent To Travel
1. Business Listing Views2. Ordered a Visitor Guide3. Business (Partner) Website Referrals4. Email Sign Ups5. Checking Pricing & Availability
Tracking Signals of Intent to TravelOf 60+ DMOs 40% did not have goals set up or most of their goals were not tracking correctly (2013)
SIGNALS OF INTENTONLINE USER DMO WEB SITE CONVERSION STUDY
SIGNAL OF INTENT TO TRAVEL - ONLINE GOAL Conversion Rate
Click Through to Booking, pricing or availability info. 30%
Referral: I clicked on a link from site through to another business 25%Ordered a State Tourism Visitor Guide 20%Deals or Specials – viewed a deal or special 15%Events. I viewed event information 12%
Hotel Listing. I viewed detailed listing info. on accommodation 10%
Online Video. Watched a Video on the Site 10%
Email Subscription. I signed up to receive emails from the DMO 5%Map. I viewed a map on the DMO site 2%
Signals of Intent: CAMPAIGN MANAGEMENT
Signals of Intent: CAMPAIGN MANAGEMENT
CAMPAIGNS SPRING 02 PPC & EMAIL
Email March 2013
GDN Online Advert 2
Audience - Response 7,881 885 1,192
Cost per Response $1.80 $2.05 $1.68
Engagement 1 38% 25% 56%Engagement 2 4.1 4.6 3.1
Goals - SITs 3,783 725 268Goal – SIT
Completion Rate49% 82% 24%
Cost per SIT- Goal $3.61 $2.50 $7.47
Audience Score 5/10 7/10 6/10
CAMPAIGNS SPRING 02 PPC & EMAIL
Email March 2013
GDN Online Advert 2
Audience - Response 7,881 885 1,192
Cost per Response $1.80 $2.05 $1.68
Engagement 1Landing Page Bounce Rate
38% 25% 56%
Engagement 2Page Views Per Visit
4.1 4.6 3.1Goals Completed -
SITs3,783 725 268
Goal – SIT Completion Rate
49% 82% 24%
Cost per SIT- Goal Completions
$3.61 $2.50 $7.47
Audience Score(via Quantcast)
5/10 7/10 6/10
A Deeper Dive
WorkflowCentralized Reporting
Chris DallaVilla
“I want to dance, but I don’t know how!”
1. Metrics that Matter: We measure against at least 3 Goals or Signals of Intent to Travel.
2. Agile Advertising: We test, review and continually refine campaigns based on analytics.
3. Market Performance: We track key market measures & match them to campaign activity
4. Competitive Intelligence: We track, review & benchmark our competitors’ actions.
5. Stakeholder Participation: We have a shared vision of “success” with all stakeholders
6. Workflow: We have established processes for who does what when.
7. Centralized Reporting: Our key reporting is accessible, clear & comparable in 1 location
7 BEST PRACTICES
QuestionsDiscussion
Debate
Supporting SlidesFor Q&A(as needed)
Research & Analytics
MarketingTechnologist
CONTENT RESEARCH
Source: State of the American Traveler, Destination Analysts, January 2014 n = 2000.
Signals of Intent: PRICING & AVAILABILITY
Signals of Intent: PRICING & AVAILABILITYBook Direct – Jack Rabbit Figures
n = 249 DMO Booking Implementations
30,000 Bookings Per Month = 120 Average Bookings Per DMO Per Month
13,000 Referrals to Hotels Per Month = 13 Av. Referrals Per Hotel Per Month
769,000 Users View Pricing & Availability Per Month = 3,088 Average Per DMO
5% Actually Book17% Click to Hotel
100% of Users Viewing Pricing are valuable Signals of Intent to Travel
Attribution: Tom Bedolla, CEO, TravelShark – Analytics For Customer Retention
2 Minute Boot Camp: Campaign Tracking Codes
Use campaign tracking codes for all online advertising
How to build a tracking code?Google URL Builder
www.dmowebsite.com/family
http://www.dmowebsite.com/family?utm_source=SPRING01
Campaign Tracking Codes1. Campaign tracking codes identify each campaign. 2. Use different tracking codes for each campaign.3. Tracking codes allow you to measure the results of each
campaign including engagement and conversions.
Web Address of Campaign Landing Page:
Web Address with Tracking Code:
Google Analytics offers the URL builder to generates campaign tracking codes
Search for “URL Builder” or visit http://myjasons.co.nz
Cut and paste the URL with tracking code from Step 3 and give this to your advertising partner. No other set up needed !
*Other analytics solutions have different approaches to creating campaign tracking codes – check with their help sections or your web vendor.
Creating Tracking Codes
Use your analytics to measure the quantity and quality of your campaign
Testing and updating your campaign elements
Quantity
Quality
Improve Quality
Monitor & report on your campaign’s cost per conversion & landing page bounce rate.
$3.95 $4.15
$4.66
$4.12 $3.89
$4.75
$4.45 $4.22
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
Boston, MA Chicago, IL New York, NY Northeast(Content)
Philadelphia, PA Toronto, ON WashingtonDC/Baltimore,
MD
Overall
Average Cost per Signal of Intent by DMADMO Sample Campaign Q1 2013
Boston, MA
Chicago, IL
New York, NY
Northeast (Content)
Philadelphia, PA
Toronto, ON
Washington DC/Baltimore, MD
Overall
DMO SAMPLE® Online Marketing ProgramSPRING 2: Pay Per Click & Email ProgramJanuary 18– Mar. 23, 2013
Signals of Intent: CAMPAIGN MANAGEMENT
Landing Page TestingA – B testing between 2 different variations over 2000 visits
A B
Bounce rate drops from 60% to 40% Over 10,000 visits = 2,000 net visits$1.50 per visit = $3,000. 6:1 ROI