Honey.measure wy-gov-conf-2011
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Transcript of Honey.measure wy-gov-conf-2011
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Honey Tourism Marketing
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Honey Tourism Marketing
‘Half of my advertising is wasted. I just don’t know which half.’
Henry FordWilliam Lever
John Wanamaker
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Honey Tourism Marketing
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What To MeasureHoney Tourism Marketing
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Marketing Strives To Influence Behavior
Not Convinced?Would you be content to know that people felt warm and fuzzy about the brand but
never took any action?
Honey Tourism Marketing
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Marketing
Honey Tourism Marketing
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Direct Behavior Types
• Spend Money– Reservations • Hospitality• Attractions & Activities
– Passes & Tickets– Attendance (Events)
Honey Tourism Marketing
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Indirect Behavior Types– Phone Calls– Visitor Guides– Page Views (Goal
Page)– Interest-Based
Communications (Opt-In)
Honey Tourism Marketing
– Event Registration– Social Media
Following– Contact (Phone,
Email, Social)– Download
Information– Email Delivered,
Opened, Clicked Thru–Walk-In
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Passive Behavior Types
• Reach– Ad Impressions– Page Views– Time on Site– TV, Radio– Drive Bys (Out Of Home)
Honey Tourism Marketing
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Measure Direct,Indirect & Passive
Honey Tourism Marketing
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How To MeasureHoney Tourism Marketing
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Method
1. Capture Data (Behaviors)2. Get Formulas3. Compare in Context4. Get Discipline/Routine5. Test & Optimize
Honey Tourism Marketing
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Organize By Goal Type
Select Measurement Formulas based upon Goal Type and Medium– Reach– Engage & Convert• Reservations• Visitor Guides• Newsletter Sign Up• Opt-In Communications
Honey Tourism Marketing
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Honey Tourism Marketing
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Context
Compare the Results of your marketing efforts in Context:
–One Display Ad vs. Another Display Ad–Traditional Ads vs. Online–Year on Year (seasonal)–You vs. Competition–You vs. Baseline–Actual vs. Expected
Honey Tourism Marketing
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Best Practices
• Organize measurement by Campaign• Schedule measurement discipline–Monthly review for all efforts– Seasonal recap– 6 hours after email release– 2 days after email release– Day after Display Ad go live– 1 week after Display Ad goes live
Honey Tourism Marketing
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Scheduled Reports
• Media by Publisher• Traffic by Medium• Traffic by Campaign• Keyword Performance• Organic Ranking Report• Email Delivery• Facebook Insights• Database ReportsHoney Tourism Marketing
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Data Sources
• CRM• Google Analytics• Bit.ly• Google Ad Planner• Quantcast.com• Media Vendor Reports
Honey Tourism Marketing
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Honey Tourism Marketing
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Honey Tourism Marketing
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Honey Tourism Marketing
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Honey Tourism Marketing
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Honey Tourism Marketing
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Test, Test, Test
• Isolate a Variable– Email Release Date– Offer (5%, 3rd night free, swag)– Ad copy/imagery– Landing Page Content– Decision Page Merchandising– Follow up email/phone call
Honey Tourism Marketing
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Test, Test, Test
• Email Delivery– Send 5% of the file with different
messages– Send Winner to the rest
Honey Tourism Marketing
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Test, Test, Test
Change Your Execution
Honey Tourism Marketing
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Measure In Context& Test
Honey Tourism Marketing
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One FormulaHoney Tourism Marketing
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Marketing Performance
Honey Tourism Marketing
P = PerformanceB = BehaviorR = RevenueC = Cost
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Marketing Performance
Honey Tourism Marketing
BT = The number of conversions by type of BehaviorBI = Behavior Index
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Marketing Efficiency
Honey Tourism Marketing
BT = The number of conversions by type of BehaviorBI = Behavior Index
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Measure
1. Start With Goals2. Determine What Behaviors3. Capture The Data4. Use The Formula(s)5. Test Variables
Honey Tourism Marketing
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TheBeeDance.comHoney Tourism Marketing