Case Study: a Florida Keys resort wanted to ensure they ...
Transcript of Case Study: a Florida Keys resort wanted to ensure they ...
Case Study: a Florida Keys resort wanted to ensure they were not underestimating the performance of online campaigns that were driving revenues via the voice channel.
Background: with mobile bookings and visits increasing by 46% and 28% year-over-year (HeBS Digital
portfolio), voice reservations are increasing as a result.
Online analytics must be viewed with voice channel data to understand the full picture.
The Approach: combine online & voice channel analytics to fully understand which digital marketing initiatives are producing the highest ROIs.
The Digital Strategy:
Responsive Website DesignWebsite Technology Platform, smartCMS ® SEOSEMEmail MarketingSocial MediaSmart Data Marketing / Display
The Voice Channel Strategy:
Reservation Sales System, with real-time dataReservation Call Center, with operators trained to increase occupancyVoice Channel tracking to capture guest and prospect data
Case Study Results: 41% of revenues came through the voice channel.
Initiative / Device Online Revenue Voice Revenue Online % Voice Channel %
SEM $634,123 $303,647 68% 32%
Google Display Network $582,321 $10,386 98% 2%
Social Media $13,357 $7,412 64% 36%
Email $33,199 $318,942 9% 91%
SEO $624,243 $761,277 45% 55%
TripAdvisor Business Listing $60,105 $69,890 46% 54%
Mobile Site $108,090 $134,176 45% 55%
Tablet Site $324,006 $15,357 95% 5%
Total $2,379,443 $1,670,224 59% 41%
Not including post-impression advertising initiatives (display advertising, dynamic rate marketing, etc.)