Creating a Data-driven Destination
- 1. CREATING A DATA-DRIVEN DESTINATION #mtntrvl Destinations@MTS Chris Adams Miles Chris DallaVilla BCF Jan Freitag STR
- 2. Canadian Destination benchmarking program 2013 - Data Driven Decisions
- 3. 7 BEST PRACTICES #mtntrvl Destinations@MTS CREATING A DATA-DRIVEN DESTINATION Are You a Data Diva or a Ninja of Numbers?
- 4. 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
- 6. SCORING 7 = You are a Ninja of Numbers 5-6 = You are a Data Diva in Waiting 3-4 = You are Tracking on Training Wheels 0-2 = You are a Slumbering Statistician (and it’s time to wake up!)
- 8. A Deeper Dive Metrics That Matter Agile Advertising Chris Adams
- 9. Measurements x 3 Audience Engagement Signals of Intent to Travel (or Goals – Conversions)
- 10. Signals of Intent to Travel
- 11. Measure Signals of Intent Goals: Signals of Intent To Travel 1. Business Listing Views 2. Ordered a Visitor Guide 3. Business (Partner) Website Referrals 4. Email Sign Ups 5. Checking Pricing & Availability
- 12. Tracking Signals of Intent to Travel Of 60+ DMOs 40% did not have goals set up or most of their goals were not tracking correctly (2013)
- 13. SIGNALS OF INTENT ONLINE 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%
- 14. Signals of Intent: CAMPAIGN MANAGEMENT
- 15. Signals of Intent: CAMPAIGN MANAGEMENT
- 16. 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 3,783 725 268 Goal – SIT Completion Rate 49% 82% 24% Cost per SIT- Goal $3.61 $2.50 $7.47 Audience Score 5/10 7/10 6/10
- 17. 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 Landing Page Bounce Rate 38% 25% 56% Engagement 2 Page Views Per Visit 4.1 4.6 3.1 Goals Completed - SITs 3,783 725 268 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
- 19. A Deeper Dive Workflow Centralized Reporting Chris DallaVilla
- 27. “I want to dance, but I don’t know how!”
- 28. 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
- 30. Supporting Slides For Q&A (as needed)
- 32. CONTENT RESEARCH Source: State of the American Traveler, Destination Analysts, January 2014 n = 2000.
- 35. Signals of Intent: PRICING & AVAILABILITY
- 36. Signals of Intent: PRICING & AVAILABILITY Book 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 Book 17% Click to Hotel 100% of Users Viewing Pricing are valuable Signals of Intent to Travel
- 40. Attribution: Tom Bedolla, CEO, TravelShark – Analytics For Customer Retention
- 41. 2 Minute Boot Camp: Campaign Tracking Codes
- 42. Use campaign tracking codes for all online advertising How to build a tracking code? Google URL Builder
- 43. www.dmowebsite.com/family http://www.dmowebsite.com/family?utm_source=SPRING01 Campaign Tracking Codes 1. 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:
- 44. 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 Creating Tracking Codes
- 45. 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.
- 46. $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 Washington DC/Baltimore, MD Overall Average Cost per Signal of Intent by DMA DMO 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 Program SPRING 2: Pay Per Click & Email Program January 18– Mar. 23, 2013
- 47. Signals of Intent: CAMPAIGN MANAGEMENT
- 50. Landing Page Testing A – 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