tracking travel intent with google analytics and gtm - spwk 2016

HOWs & WHATs & WTHs

Track Intent in Travel

Hi

Proud Google+ user

GTM and GA Certified partner

GA Top contributor

GA Certified trainer

HOWs & WHATs & WTHsTrack Intent in Travel

SUPERWEEK2016

1ZORIN RADOVANCEVIC@zorinatesc

A beast > A beastly kind of product

Travel & The Travel product


SUPERWEEK2016


Research > Purchase > Use >

JAN MAR AUG

Tracking intent

Track actions and context and in order to create the precursor(s) (@avinash) > determine purchase ‘likelihood’.

A marketing budget optimization tool.


SUPERWEEK2016


Considerations

Type of business (OTA, tour operator, private ...)

Geo Targeting (inbound vs outbound)

Type of product (package, accommodation ...)


SUPERWEEK2016


Considerations - demand (Croatia generic Travel - Google trends)


SUPERWEEK2016


Germans

Italians

Site SearchIMPLEMENTATION #1


SUPERWEEK2016


Site Search

Easy but unfortunatelynot enough!

?destination=a&arrivalDate=b&adults=c&type=d&duration=e


SUPERWEEK2016


Site Search - a must?

● What● How● Quality

○ 0 search results○ Search > Sales

● KW ideas● Product ideas


SUPERWEEK2016


Site Search

A minimum!

● Destination● Dates - Arrival● # of adults / children● Type● Nights

Which results in: Search term - a|b|c|d|e


SUPERWEEK2016


Site Search


SUPERWEEK2016


Even more SearchIMPLEMENTATION #2


SUPERWEEK2016


Where can users search? (on site)

Everywhere!

What do they search for depends on which stage on the site they currently are - home, category, product, promotion/action, booking ...


SUPERWEEK2016



SUPERWEEK2016


Even More Search

● Track specific search / navigation widget usage○ Send an event on click / submit

● Track search context○ Send a pageview on search result render

Track search values with Custom Dimensions / Metrics.


SUPERWEEK2016


Even More Search - how to

dataLayer.push({

‘event’:’trackSearch’,

‘page’:’/search/optional’,

‘priceRange’:’high’,

‘departureTime’:’morning’,

‘departureFrom’:’Gatwick’,

‘packageNights’:’8’

});


SUPERWEEK2016


Be careful when sending metrics with a PV


SUPERWEEK2016


Or try this:

http://goo.gl/fjCojO

- with hitCallback (thx to a reminder from Yeshoua and hitCallback explanation by Simo).



Give contextIMPLEMENTATION #3


SUPERWEEK2016


Context - Grouping, Dimension and metrics

Widen the data provided by your system or scrape what you can (if you must)!


SUPERWEEK2016



SUPERWEEK2016

18bZORIN RADOVANCEVIC@zorinatesc


SUPERWEEK2016

18cZORIN RADOVANCEVIC@zorinatesc

Tie it ‘all’ together

Easy idea: Displaying demand, traffic (or search) and sales data


SUPERWEEK2016



SUPERWEEK2016

19bZORIN RADOVANCEVIC@zorinatesc

Learnabout thepurchase

paths

Visualization bymultichannelfunnel.com

http://www.multichannelfunnel.com

http://www.multichannelfunnel.com

Score ActionsIMPLEMENTATION #4


SUPERWEEK2016


Scoring based on user behavior

Moments Count.

● Image click● Tab change● Video play● Product view● Search● Search refinement


SUPERWEEK2016


● Promotion click● Dwell time (not session

time)● Total # of engagements

with the interface? (hits)


SUPERWEEK2016


GTM > score based on {{Event}}



SUPERWEEK2016




SUPERWEEK2016


TEST

Thank you!

Zorin Radovancevic

● @zorinatesc● [email protected]● www.escapestudio.net● https://plus.google.

com/u/0/+ZorinRadovancevic/about/p/pub● https://www.linkedin.com/in/zorinatesc


SUPERWEEK2016


mailto:[email protected]

mailto:[email protected]

http://www.escapestudio.net

http://www.escapestudio.net

https://plus.google.com/u/0/+ZorinRadovancevic/about/p/pub



https://www.linkedin.com/in/zorinatesc

https://www.linkedin.com/in/zorinatesc