Mapping Analytics data For Hotel Marketing Navis Leadership - - PowerPoint PPT Presentation

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Mapping Analytics data For Hotel Marketing Navis Leadership - - PowerPoint PPT Presentation

Feb 09, 2023 610 likes •1.02k views

Mapping Analytics data For Hotel Marketing Navis Leadership Conference Scottsdale. March 2nd, 2017 3 7 Rising cost per acquisition 1) Competition & Marketing Costs are increasing 2) Consumer buying journeys have become more complex

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Mapping Analytics data For Hotel Marketing

Navis Leadership Conference – Scottsdale. March 2nd, 2017

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3

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7

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“

Rising cost per acquisition

1) Competition & Marketing Costs are increasing Hotels need to be more efficient 2) Consumer buying journeys have become more complex and non-linear

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10

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Inaccurate Data can skew your results and lead to false conclusions

Accurate data

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Inaccurate Data can skew your results and lead to false conclusions

Accurate Data?

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Inaccurate Data can skew your results and lead to false conclusions

Accurate Data

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Accurate Data

Solutions:

  • Filters - Language Spam

Filter: .{15,}|\s[^\s]*\s|\.|,| \!|\/

  • Site Filters
  • Regular Monitoring of

Traffic

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UTM Parameters

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High traffic in the “Other” Column

UTM Parameters

Solutions:

  • UTM Parameters
  • Google URL

Builder

hotelexample.com? utm_source=winter_eblast&utm_campaign=winter_2016&utm_medium=email

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UTM Parameters

hotelexample.com?utm_source=magazine&utm_campaign=winter_print_ad&utm_medium=display HotelExample-WinterSale.com

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How do People Behave?

Behavior flow

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  • Are they tied to any

campaigns/efforts?

  • What is the Bounce

Rate?

  • How did they

convert?

How do People Behave?

Landing pages

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  • How are people leaving the site?
  • Are they tied to any campaigns/efforts?
  • Which ones hold the highest % of Exit?

How do People Behave?

Exit PAges

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How do People Behave?

Hour of day reports

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Defining Success

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Defining Success

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Events – User interactions with content that can be tracked independently from a web page or a screen load

Defining Success

Events & Goals

Links to Booking Engine Internal Links on Site External Links on Site Email Sign-Ups

Request for Proposal Submissions

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Use Audience & Behavior Interactions to measure Event Success

Defining Success

Events & Goals

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The Four Types Of Goals

Defining Success

Events & Goals 2) Destination -----> 3) Duration 1) Event 4) Pages per Session

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Utilize Goal Data – Goal Values, Audience & Behavior

Defining Success

Events & Goals

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Funnel Visualization

Defining Success

Events & Goals

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Making Connections

Remarketing Google Allows You To Create Audiences On Almost Anything They Track & Measure

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Making Connections

Remarketing

Google Allows You To Create Audiences On Almost Anything They Track & Measure

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Making Connections

Remarketing Remarket to any ad service Google offers

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Making Connections

Remarketing Remarket to “Look-a-Like” Audiences

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Making Connections

Remarketing

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Reporting & Attribution

Multi Channel Funnels

? ? ? ?

Default Google Attribution

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Reporting & Attribution

Multi Channel Funnels

  • Assisted Conversions Give Insight to Channel Interactions
  • Any Interaction On The Conversion Path That Is Not Last Conversion
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“

Why Are we here?

1) Competition & Marketing Costs are increasing 2) Consumer buying journeys have become more complex and non- linear Hotels need to be more efficient

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THANK YOU THANK YOU

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morrison@gcommercesolutions.com