Tracking travel intent with Google Analytics and GTM - SPWK 2016
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Transcript of Tracking travel intent with Google Analytics and GTM - SPWK 2016
![Page 1: Tracking travel intent with Google Analytics and GTM - SPWK 2016](https://reader033.fdocuments.us/reader033/viewer/2022051520/58ef64a61a28abe2068b463d/html5/thumbnails/1.jpg)
HOWs & WHATs & WTHs
Track Intent in Travel
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HOWs & WHATs & WTHs
Track Intent in Travel
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Hi
Proud Google+ user
GTM and GA Certified partner
GA Top contributor
GA Certified trainer
HOWs & WHATs & WTHsTrack Intent in Travel
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1ZORIN RADOVANCEVIC@zorinatesc
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A beast > A beastly kind of product
Travel & The Travel product
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Research > Purchase > Use >
JAN MAR AUG
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Tracking intent
Track actions and context and in order to create the precursor(s) (@avinash) > determine purchase ‘likelihood’.
A marketing budget optimization tool.
HOWs & WHATs & WTHsTrack Intent in Travel
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Considerations
Type of business (OTA, tour operator, private ...)
Geo Targeting (inbound vs outbound)
Type of product (package, accommodation ...)
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Considerations - demand (Croatia generic Travel - Google trends)
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Germans
Italians
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Site SearchIMPLEMENTATION #1
HOWs & WHATs & WTHsTrack Intent in Travel
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Site Search
Easy but unfortunatelynot enough!
?destination=a&arrivalDate=b&adults=c&type=d&duration=e
HOWs & WHATs & WTHsTrack Intent in Travel
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Site Search - a must?
● What● How● Quality
○ 0 search results○ Search > Sales
● KW ideas● Product ideas
HOWs & WHATs & WTHsTrack Intent in Travel
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Site Search
A minimum!
● Destination● Dates - Arrival● # of adults / children● Type● Nights
Which results in: Search term - a|b|c|d|e
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Site Search
HOWs & WHATs & WTHsTrack Intent in Travel
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10ZORIN RADOVANCEVIC@zorinatesc
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Even more SearchIMPLEMENTATION #2
HOWs & WHATs & WTHsTrack Intent in Travel
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11ZORIN RADOVANCEVIC@zorinatesc
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Where can users search? (on site)
Everywhere!
What do they search for depends on which stage on the site they currently are - home, category, product, promotion/action, booking ...
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HOWs & WHATs & WTHsTrack Intent in Travel
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Even More Search
● Track specific search / navigation widget usage○ Send an event on click / submit
● Track search context○ Send a pageview on search result render
Track search values with Custom Dimensions / Metrics.
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Even More Search - how to
dataLayer.push({
‘event’:’trackSearch’,
‘page’:’/search/optional’,
‘priceRange’:’high’,
‘departureTime’:’morning’,
‘departureFrom’:’Gatwick’,
‘packageNights’:’8’
});
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Be careful when sending metrics with a PV
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Or try this:
http://goo.gl/fjCojO
- with hitCallback (thx to a reminder from Yeshoua and hitCallback explanation by Simo).
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Give contextIMPLEMENTATION #3
HOWs & WHATs & WTHsTrack Intent in Travel
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Context - Grouping, Dimension and metrics
Widen the data provided by your system or scrape what you can (if you must)!
HOWs & WHATs & WTHsTrack Intent in Travel
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HOWs & WHATs & WTHsTrack Intent in Travel
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18bZORIN RADOVANCEVIC@zorinatesc
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Tie it ‘all’ together
Easy idea: Displaying demand, traffic (or search) and sales data
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Learnabout thepurchase
paths
Visualization bymultichannelfunnel.com
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Score ActionsIMPLEMENTATION #4
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Scoring based on user behavior
Moments Count.
● Image click● Tab change● Video play● Product view● Search● Search refinement
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● Promotion click● Dwell time (not session
time)● Total # of engagements
with the interface? (hits)
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GTM > score based on {{Event}}
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Scoring based on user behavior
HOWs & WHATs & WTHsTrack Intent in Travel
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23ZORIN RADOVANCEVIC@zorinatesc
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Scoring based on user behavior
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TEST
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Thank you!
Zorin Radovancevic
● @zorinatesc● [email protected]● www.escapestudio.net● https://plus.google.
com/u/0/+ZorinRadovancevic/about/p/pub● https://www.linkedin.com/in/zorinatesc
HOWs & WHATs & WTHsTrack Intent in Travel
SUPERWEEK2016
25ZORIN RADOVANCEVIC@zorinatesc