SLIDE 1
AdventureEDU Preview Webinar
MATTHEW BARKER I&I TRAVEL MEDIA
AdventureEDU Preview Webinar
QUANTIFYING THE RESULTS OF CONTENT AdventureEDU Preview Webinar - - PowerPoint PPT Presentation
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 &
SLIDE 2
SLIDE 3
AdventureEDU Preview Webinar
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
- 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
ADVENTURE EDU
SLIDE 4
AdventureEDU Preview Webinar
Head of Strategy, I&I Travel Media ianditravelmedia.com twitter.com/ianditravmedia
WEBINAR PRESENTERS
Matthew Barker
Founder, Alaska Alpine Adventures alaskaalpineadventures.com
Dan Oberlatz
SLIDE 5
AdventureEDU Preview Webinar
LEARNING OBJECTIVES
2
Unpick the travel customer journey
3 1
Explore “attribution” in travel marketing Understand analytics solutions
4
Identify, measure, improve
SLIDE 6
AdventureEDU Preview Webinar
Alaska Alpine Adventures
SLIDE 7
AdventureEDU Preview Webinar
The attribution quandary
Google Analytics: Conversions > Overview So… Google good, Facebook bad? Not so fast!
SLIDE 8
AdventureEDU Preview Webinar
The customer journey to purchase
SLIDE 9
AdventureEDU Preview Webinar
Example 1: “Early phase” visitors
Google Analytics: Acquisition > Referrals
SLIDE 10
AdventureEDU Preview Webinar
Example 2: “Early phase” content
SLIDE 11
AdventureEDU Preview Webinar
So how do we measure it all?!
SLIDE 12
AdventureEDU Preview Webinar
Step 1: Analytics configuration
Google Analytics: Admin > Goals
SLIDE 13
AdventureEDU Preview Webinar
Ecommerce Vs Goal Value
Goal Value = Revenue from goals / Number of goals
SLIDE 14
AdventureEDU Preview Webinar
Step 2: Conversion paths
Google Analytics: Conversions > Multi-Channel Funnels > Top Conversion Paths
SLIDE 15
AdventureEDU Preview Webinar
Step 3: Assisted conversions
Google Analytics: Conversions > Multi-Channel Funnels > Assisted Conversions
SLIDE 16
AdventureEDU Preview Webinar
Step 4: Customer journey analysis
Referrals & social media
SLIDE 17
AdventureEDU Preview Webinar
Step 5: Solutions
SLIDE 18
AdventureEDU Preview Webinar
SUMMARY & ACTIONS