Analytics paralysis
24
CLICK TO ADD SUBTITLE ENGAGEMENT FOCUSING ON 1
-
Upload
richard-burrell -
Category
Travel
-
view
125 -
download
0
description
Colorado Governors Conference on Tourism 2012, Steamboat Springs
Transcript of Analytics paralysis
CLICK TO ADD SUBTITLEENGAGEMENT
FOCUSING ON
1
CLICK TO ADD SUBTITLE
2
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
CLICK TO ADD SUBTITLE
3
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
CLICK TO ADD SUBTITLE
4
WEB
• Traffic by Medium/Campaign by Date
• Conversions by Traffic Source by DateBranded Keywords
• Goal Pages
• Downstream Traffic 20-40% more with booking widget
CLICK TO ADD SUBTITLE
5
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
CLICK TO ADD SUBTITLE
6
SOCIAL MEDIA
No Conversion
CLICK TO ADD SUBTITLE
7
SOCIAL MEDIA
High Conversion
CLICK TO ADD SUBTITLE
8
SOCIAL MEDIA
CLICK TO ADD SUBTITLE
9
SOCIAL MEDIA
CLICK TO ADD SUBTITLE
10
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 ...
CLICK TO ADD SUBTITLE
11
TOP DOWN
Created A ScorecardFor All Efforts andResources
CLICK TO ADD SUBTITLE
12
THE CHALLENGE
• Data Driven Marketing Management• Accountability• Collaboration
CLICK TO ADD SUBTITLEHOW TO
FOCUSING ON
13
CLICK TO ADD SUBTITLE
14
TOP DOWN
1. Key Performance Indicators in Scorecard
2. Performance by Discipline
CLICK TO ADD SUBTITLE
15
THE GOVERNOR PROCESS
• Goals• Objectives• Validation• Expectations• Negotiate• Organize• Review
CLICK TO ADD SUBTITLE
16
GOALS
CLICK TO ADD SUBTITLE
17
OBJECTIVES
CLICK TO ADD SUBTITLE
18
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'
CLICK TO ADD SUBTITLE
19
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.
CLICK TO ADD SUBTITLE
20
NEGOTIATE, ORGANIZE
• Nail down time, location and give stakeholders 3 days to prepare for deviations
• Organize teams/resources around disciplines
CLICK TO ADD SUBTITLE
21
REVIEW
• Investigate the deviations from objectives
CLICK TO ADD SUBTITLE
22
REVIEW
CLICK TO ADD SUBTITLEQUESTIONS
23
ANALYTICS PARALYSIS
CLICK TO ADD SUBTITLETHANK YOUWWW.INTERNETHONEY.COM/FREE-TOURISM-MARKETING-BOOK
24
ANALYTICS PARALYSIS
