Post on 25-Jan-2015
description
CLICK TO ADD SUBTITLEENGAGEMENT
FOCUSING ON
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Email was segmented into In-State and Out-Of-State
Open Rates by Date by Subject by Segment• Open Rate to Brand Advocates: 16-22%• Open Rate to Leads: 8-12%• During the Planning Phase It’s 150% Higher • Out-of-State Will Be Lower Than In-State
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Email was segmented into In-State and Out-Of-State
Conversions by Subject & Date• Conversion Rate Deal Dependent: Test Offer Limit• Time Dependent: Test Day of Week• Frequency Dependent: Countdown To Deal
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WEB
• Traffic by Medium/Campaign by Date
• Conversions by Traffic Source by DateBranded Keywords
• Goal Pages
• Downstream Traffic 20-40% more with booking widget
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SOCIAL MEDIA
• Likes & FollowersSuggests critical mass
• Talking AboutMost indicative metric for SITs
• DemographicsIs it your target audience? > 50% are locals
• ConversionsConversions by Post or Page25% of Talking About at Peak
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SOCIAL MEDIA
No Conversion
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SOCIAL MEDIA
High Conversion
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SOCIAL MEDIA
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SOCIAL MEDIA
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THE CHALLENGE
Use data to determine whether Engagement drives Conversions
To Engage deep enough for Conversion you have to effectively mix Audience, Content, Context, Timing ...
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TOP DOWN
Created A ScorecardFor All Efforts andResources
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THE CHALLENGE
• Data Driven Marketing Management• Accountability• Collaboration
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TOP DOWN
1. Key Performance Indicators in Scorecard
2. Performance by Discipline
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THE GOVERNOR PROCESS
• Goals• Objectives• Validation• Expectations• Negotiate• Organize• Review
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GOALS
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OBJECTIVES
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VALIDATE, EXPECTATIONS
• Adjust the metric for shifts in strategy and/or budget'$5,000 budget should bring 4,000 visitors so our mobile traffic should be 14,000'
• Communicate the expectations to the stakeholder'Kate - use the mobile performance report to tracking and adjust mobile. We need you to explain deviations at the meetings'
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REPORTS
• Find the relevant reportsReports that just show detailed data, without the contribution to your bigger goals are meaningless. Stakeholders will need to drill down within source data, don't pull that into the group.
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NEGOTIATE, ORGANIZE
• Nail down time, location and give stakeholders 3 days to prepare for deviations
• Organize teams/resources around disciplines
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REVIEW
• Investigate the deviations from objectives
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REVIEW
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ANALYTICS PARALYSIS
CLICK TO ADD SUBTITLETHANK YOUWWW.INTERNETHONEY.COM/FREE-TOURISM-MARKETING-BOOK
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ANALYTICS PARALYSIS