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

Mapping Analytics data For Hotel Marketing Navis Leadership Conference – Scottsdale. March 2nd, 2017

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Rising cost per acquisition 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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Accurate data Inaccurate Data can skew your results and lead to false conclusions

Accurate Data? Inaccurate Data can skew your results and lead to false conclusions

Accurate Data Inaccurate Data can skew your results and lead to false conclusions

Accurate Data Solutions: -Filters - Language Spam Filter: .{15,}|\s[^\s]*\s|\.|,| \!|\/ -Site Filters -Regular Monitoring of Traffic

UTM Parameters

UTM Parameters High traffic in the “Other” Column Solutions: -UTM Parameters - Google URL Builder hotelexample.com? utm_source=winter_eblast&utm_campaign=winter_2016&utm_medium=email

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

How do People Behave? Behavior flow

How do People Behave? Landing pages -Are they tied to any campaigns/efforts? -What is the Bounce Rate? -How did they convert?

How do People Behave? Exit PAges -How are people leaving the site? -Are they tied to any campaigns/efforts? -Which ones hold the highest % of Exit?

How do People Behave? Hour of day reports

Defining Success

Defining Success

Defining Success Events & Goals Events – User interactions with content that can be tracked independently from a web page or a screen load Links to Booking Internal Links on Site External Links on Site Engine Email Sign-Ups Request for Proposal Submissions

Defining Success Events & Goals Use Audience & Behavior Interactions to measure Event Success

Defining Success Events & Goals The Four Types Of Goals 1) Event 2) Destination -----> 3) Duration 4) Pages per Session

Defining Success Events & Goals Utilize Goal Data – Goal Values, Audience & Behavior

Defining Success Events & Goals Funnel Visualization

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

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

Making Connections Remarketing Remarket to any ad service Google offers

Making Connections Remarketing Remarket to “Look-a-Like” Audiences

Making Connections Remarketing

Reporting & Attribution Multi Channel Funnels ? ? Default Google Attribution ? ?

Reporting & Attribution Multi Channel Funnels • Assisted Conversions Give Insight to Channel Interactions • Any Interaction On The Conversion Path That Is Not Last Conversion

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

THANK YOU THANK YOU

morrison@gcommercesolutions.com