Destination Benchmarking 2013: Online Benchmarking for DMO's - Canadian Program Update 2013
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Canadian Benchmarking2012 |2013 Reporting
UPDATEJanuary 30, 2013
Alicia Whalen: Co-founder, A Couple of Chicks™ Digital Tourism Marketing & Online Revealed
Canadian Program Director, Destination Benchmarking for DMO’s
In our efforts to create an International Destination Marketing Benchmarking program comparing the online success of DMO’s in
Canada, New Zealand, Australia and the USA, we are excited to announce the commitment of 23 Canadian DMO’s in the 2012/2013
sample, and the release of the first of three annual reports to be available in early February.
With a strong sample size of 23 Canadian Destination Marketing Organizations, we have divided the sample into 3 separate Tier
levels based on; geographic size, reach, and overall budget. We have taken care to group the Tiers appropriately to ensure valuable
comparison data for our partners. Reporting success metrics, as reviewed in the December conference call and program update
include: geographic traffic source analysis, consumer engagement metrics and social media metrics - with additional search data
provided by Google Canada, and comparable performance metrics from the Canadian Tourism Commission’s (CTC) consumer site .
In order to ensure that our sample size was strong, reflective of DMO’s large and small, and representing regions from across the
country, we were delayed in starting the first in the series, a 2011/2012 comparison report. We are now completing the research
and will be making the first reports available in early February. Thank you to our legacy partners who have helped us fund this
research, and we look forward to providing you with strong metrics and insights into the successes and challenges facing our
industry through the next 12 months.
With a total of 23 participating DMO’s included in the reporting sample for 2012/13, we were able to provide additional metrics (based on feedback from the industry) to include benchmarking between DMO’s of similar size, reach and budget.
Participating Canadian DMO’s
We will continue to move the program forward this year by offering:
• 3 DMO specific reports, with analysis and recommendations
• 3 Aggregated Reports summarizing results from all participating
• Social Media Reporting
• Google Search Data Overlay
• Webinars to present key findings and action steps
• Special half day review of the study will be presented at the Online
Revealed Canada Conference (April 2-4, 2013 in Windsor Ontario – more
information at www.onlinerevealed.com)
Critical Insights to include:• Domestic vs. Intl. Traffic• Country by country trends• Sources of traffic• Mobile growth• Engagement comparisons• Social Media Benchmarking• Comparative CTC data• Google Insight
Example: 2011/2012 Reporting
Metrics Including DMO Tier Breakdown:
Aggregated Metrics Including:
Social Media Reporting:Faceb
in association with
Social Media Reporting
Social Media Reporting
In Association with:
Calculating engagement rates
The Our Engagement Rate assesses engagement
(likes, comments and shares) in proportion to a
page’s number of fans and number of posts.
(Likes) + (Comments x 2) + (Shares x 3)_____________________________________
Number of Posts / Number of Fans
Fans and engagement rate mapping plots both factors to compare competitor performance.
Additional Data: Google Insights
Thank youOn behalf of the teams at both A Couple of Chicks™ and Miles™ Partnership, who have worked to get this program off the ground since the pilot
program launched at Online Revealed 2012, thank you for your participation and support in helping us to develop an industry standard in
benchmarking the success of Destination Marketing Organizations both in Canada, and Internationally.
We look forward to to delivering the full 2011/2012 comparison reports to the legacy partner participants in early February 2013. Analytics-only
participants will receive a snapshot report for their DMO following the release of the paid program participants.
A special keynote general session will be presented at the April Online Revealed Canada Conference | www.onlinerevealed.com - with a review of key
findings reviewed by a panel of industry experts including: Chris Adams; Miles Partnership, Paul Nursery; Canadian Tourism Commission, and David
Pavelko; Head of Travel, Google. I will moderate this exciting session, and we will also be offering a workshop dedicated to implimenting key
findings at the conference. We look forward to seeing you at Online Revealed in April, and hearing feedback from the first reports that will be
available in February. Thank you once again for your support!
Alicia Whalen p. 905.401.2249 e. [email protected]