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Zeek Coleman
Interactive
- Mktg. Mgr.
Interactive Mktg. Mgr. Creative KPIs & Heads in Beds | - - PowerPoint PPT Presentation
Interactive Mktg. Mgr. Creative KPIs & Heads in Beds | - - PowerPoint PPT Presentation
Zeek Coleman Interactive Mktg. Mgr. Creative KPIs & Heads in Beds | Passenger Count | ROAS Budget Budget: $175,000 Goal: Late Summer, Early Fall & All Winter Bookings Run Dates: August 2016 January 2017 Result:
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KPIs & Budget
- Heads in Beds | Passenger Count | ROAS
- Budget: $175,000
- Goal: Late Summer, Early Fall & All Winter Bookings
- Run Dates: August 2016 – January 2017
- Result: It depends on what you call successful…
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Staff Meeting
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Reporting Platform Screenshots
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Revenue Generated: $35,763
$19,448 $16,250 $0.00 $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00 $30,000.00 $35,000.00 $40,000.00 Travel Publisher Hotel Rev.
- Est. Air Rev.
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Reporting Platform Screenshots
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Searches for SAV
2,708 2,326 2,327 6,197 $0.00 $1,000.00 $2,000.00 $3,000.00 $4,000.00 $5,000.00 $6,000.00 $7,000.00 $8,000.00 $9,000.00 Travel Publisher Newspaper Site Hotel Search Air Search
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Total Travelers
80 89 90 266 $0.00 $50.00 $100.00 $150.00 $200.00 $250.00 $300.00 $350.00 $400.00 Travel Publisher Newspaper Site Hotel Travelers Air Travelers
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Room Nights Generated
105 122 275 743 $0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00 $900.00 $1,000.00 Travel Publisher Newspaper Site Total Hotel RNs Total Air RNs
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What’s wrong with that?
$10,000 Investment $175,000 Investment
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Total Investment
$175,000 $10,000 $0.00 $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 $120,000.00 $140,000.00 $160,000.00 $180,000.00 $200,000.00 Travel Publisher Newspaper Site
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Revenue Generated
$19,448 $18,932 $16,250 $44,500 $0.00 $10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 Travel Publisher Newspaper Site Hotel Rev.
- Est. Air Rev.
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Results
$0.20 $6.36 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 Travel Publisher Newspaper Site
ROAS
ROAS
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In Native, go with the guaranteed view!
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Don’t judge a booking by it’s cover
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You’re not a data scientist…be reasonable.
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Use data to negotiate better ad buys
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Key Takeaways
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Key Takeaways & Action Items
1. Get a data partner now. Adara, Arrivalist, Sojern, Expedia…if you work with these partners, do your best to ensure you have the most relevant reporting. 2. Don’t work with partners just because they have a good reputation in
- print. They may be good, but make them prove it via the data.
3. Don’t be a jerk about it. You’re not a data scientist. Just try to be fair and let the tools help you justify the buy or help you decline. Be sure to consider outside factors that affect performance: creative, seasonality, pricing structure, etc. Be willing to work with them and maintain open
- communication. Hire an outside consultant, if needed.
4. Don’t judge a book-ing by it’s CTR. Some of the best placements have bad CTRs, but grab the right attention and drive them to book. 5. Leverage the data to get the best bang for your buck. Let the data do the talking and leave it at that.
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