QUANTIFYING THE RESULTS OF CONTENT AdventureEDU Preview Webinar - PowerPoint PPT Presentation

QUANTIFYING THE RESULTS OF CONTENT AdventureEDU Preview Webinar MARKETING CAMPAIGNS MATTHEW BARKER I&I TRAVEL MEDIA

AGENDA 1 ATTA Introduction 2 About AdventureEDU AdventureEDU Preview Webinar 3 Webinar Presenter 4 Webinar & Learning Objectives

ADVENTURE EDU The only UNWTO-backed adventure tourism training for governments, associations and individual companies seeking to deliver the best adventure travel experiences in a safe and sustainable practice. Learn … • What recent changes in the adventure industry mean for your business and destination • How to improve the quality and safety of your adventure travel experiences AdventureEDU Preview Webinar • How to assess your resources and construct distinctive adventure travel experiences • How to manage adventure tourism business risk • How to create the best online and offline marketing strategies for adventure businesses • How to bring public and private partners together to foster a thriving market • And much more … . Online and in-destination options available

WEBINAR PRESENTERS Matthew Barker Head of Strategy, I&I Travel Media ianditravelmedia.com twitter.com/ianditravmedia AdventureEDU Preview Webinar Dan Oberlatz Founder, Alaska Alpine Adventures alaskaalpineadventures.com

LEARNING OBJECTIVES Explore “attribution” in travel 1 marketing 2 Unpick the travel customer journey AdventureEDU Preview Webinar 3 Understand analytics solutions 4 Identify, measure, improve

AdventureEDU Preview Webinar Alaska Alpine Adventures

The attribution quandary Google Analytics: Conversions > Overview AdventureEDU Preview Webinar So … Google good, Facebook bad? Not so fast!

The customer journey to purchase AdventureEDU Preview Webinar

Example 1: “Early phase” visitors Google Analytics: Acquisition > Referrals AdventureEDU Preview Webinar

Example 2: “Early phase” content AdventureEDU Preview Webinar

So how do we measure it all?! AdventureEDU Preview Webinar

Step 1: Analytics configuration Google Analytics: Admin > Goals AdventureEDU Preview Webinar

Ecommerce Vs Goal Value AdventureEDU Preview Webinar Goal Value = Revenue from goals / Number of goals

Step 2: Conversion paths Google Analytics: Conversions > Multi-Channel Funnels > Top Conversion Paths AdventureEDU Preview Webinar

Step 3: Assisted conversions Google Analytics: Conversions > Multi-Channel Funnels > Assisted Conversions AdventureEDU Preview Webinar

Step 4: Customer journey analysis Referrals & social media AdventureEDU Preview Webinar

AdventureEDU Preview Webinar Step 5: Solutions

SUMMARY & ACTIONS Check your Ecommerce and Goal 1 tracking setup Explore your Top Conversion Paths 2 aka customer journey(s) AdventureEDU Preview Webinar 3 Quantify value of indirect activities 4 Identify new opportunities