Impact Of Ranking Of Organic Search Results On The Incrementality
VAC ATIO N MAKER EXPERT: JASON HOLIC | CUSTOMER JOURNEY ... · ANALYTICS AND INCREMENTALITY HOW’D...
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DIGITAL MARKETING EKCVB.COM VACATION MAKER EXPERT: JASON HOLIC | CUSTOMER JOURNEY ENGINEER
Transcript of VAC ATIO N MAKER EXPERT: JASON HOLIC | CUSTOMER JOURNEY ... · ANALYTICS AND INCREMENTALITY HOW’D...
DIGITAL MARKETING
E K C V B . C O MV A C A T I O N M A K E R E X P E R T : J A S O N H O L I C | C U S T O M E R J O U R N E Y E N G I N E E R
STRATEGYO U R G O A L S F O R 2 0 1 8
E K C V B . C O M
1. Grow and Diversify the Tourism Economy Through Marketing
2. Grow and Diversify the Tourism Economy Through Sales
3. Enhance Industry Engagement
4. Ensure Experience Kissimmee’s brand promise is executed
5. Ensure Cost Effective and High Performing Operations
E K C V B . C O M
WHAT IS DIGITAL MARKETING?A C H A N G I N G L A N D S C A P E
Multiple Channels• Website
• Social Media
• Display Ads
• Paid Search
• Mobile Apps
• Video
• SMS
• Organic Search
Multiple Disciplines• User Experience
• Analytics
• Optimization
• Customer Relationship Management (CRM)
• Search Engine Optimization (SEO)
• Content Marketing
• Personalization
• Testing
• Modeling
E K C V B . C O M
WEBSITE38
Number of Websites Visited Before BookingTravelers visit an average of 38 sites in the 45 days
preceding their booking, with 16 of those site visits in the
final week alone
32%Increase in Conversion Rate
Travelers showed a 32% increase in conversion rate if they
visited a DMO site prior to visiting an OTA
S T I L L A C O R N E R S T O N E
Source: The Travelers Path to Purchase. (2014). Expedia Media Solutions.
E K C V B . C O M
DEVICE MIXC I R C A A F E W Y E A R S A G O
Desktop First• Tablet and mobile devices were
becoming increasingly popular
• Desktop devices still drove a majority of
website visits
• Most eggs in the desktop basket
Responsive Maybe• Often a separate mobile site
• Responsive sometimes cost prohibitive 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1
2013 2014 2015
Tablet
Mobile
Desktop
10%
64%
26%
Source: ExperienceKissimmee.com. (2017). Google Analytics.
E K C V B . C O M
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3
2015 2016 2017
DEVICE MIXC I R C A N O W
Mobile First• Facebook and other apps trump mobile
web usage
• Capitalizing on app usage can drive
additional web visits
• Content marketing drives mobile
success
Responsive Definitely• All screen sizes and data rates
• Responsive to the device
Tablet
Mobile
Desktop
Source: ExperienceKissimmee.com. (2017). Google Analytics.
10%
64%
26%
and the user
E K C V B . C O M
WEBSITE25%
Increase in Visit DepthNew visitors to ExperienceKissimmee.com saw on average
25% more pages on the new site compared to the old site
during the A/B test Aug. 8-21.
45%Improvement in Bounce Rate
45% fewer sessions by new visitors resulted in only one
page view on the new site compared to the old site during
the A/B test Aug. 8-21.
A N E W C O R N E R S T O N E
Source: ExperienceKissimmee.com. (2017). Google Analytics.; ExperienceKissimmee.com Release Test. (2017). Google Optimize.
E K C V B . C O M
THE NEW SITEB E F O R E
E K C V B . C O M
THE NEW SITEA F T E R
E K C V B . C O M
DIGITAL AS A CORNERSTONET H R O U G H C O N T I N U O U S O P T I M I Z A T I O N
Enable PersonalizationDeliver the right message at the right time to the right person
Improve Data CollectionOpportunities to gather information from consumers
Test and LearnRegular testing across digital channels for cross-functional insights
Analytics and IncrementalityDetermine how efforts impact incremental visitation and behavior
E K C V B . C O M
Test and LearnRegular testing across digital channels for cross-functional insights
Analytics and IncrementalityDetermine how efforts impact incremental visitation and behavior
Improve Data CollectionOpportunities to gather information from consumers
Enable PersonalizationDeliver the right message at the right time to the right person
DIGITAL AS A CORNERSTONET H R O U G H C O N T I N U O U S O P T I M I Z A T I O N
E K C V B . C O M
CUSTOMER JOURNEYT H E S I M P L E S T F O R M
A W A R E N E S S
C O N V E R S I O N
E K C V B . C O M
CUSTOMER JOURNEYT H E G O O G L E W A Y
Source: How Micro-Moments Are Reshaping the Travel Customer Journey. (2016). Think with Google.
D R E A M I N G
P L A N N I N G
B O O K I N G
E X P E R I E N C I N G
E K C V B . C O M
CUSTOMER JOURNEYT H E T R I P A D V I S O R W A Y
Awareness
Consideration
ComparisonBooking
Experience
Advocate
Source: The Life Cycle of the Traveller. (2014). TripAdvisor
E K C V B . C O M
CUSTOMER JOURNEYT H E E X P E R I E N C E K I S S I M M E E W A Y
I N S P I R E A N D D I S C O V E R
E D U C A T E A N D P E R S U A D E
B O O K I N G O P P O R T U N I T Y
S U P P O R T
E N G A G E
R E T A I N A N D A M P L I F Y
R E P E A T
E K C V B . C O M
TEST AND LEARN
Which Page?A/B testing between different pages, ads, or other assets
In-PageA/B or multivariate testing of content within pages, ads, or
other assets
Cross-PageA/B or multivariate testing of experiences across pages,
ads, and/or other assets
S U C C E S S T H R O U G H F A I L U R E
E K C V B . C O M
TEST AND LEARN
Our Process1. Identify opportunity
2. Determine business question, hypothesis, and objective
3. Document methodology
4. Define measures of success
5. Predict follow-up tests (a priori)6. Execute and monitor
7. Provide analysis and action items
1. Include additional follow-up tests (post hoc)
S U C C E S S T H R O U G H F A I L U R E
E K C V B . C O M
TEST AND LEARNS U C C E S S T H R O U G H F A I L U R E
0%
5%
10%
15%
20%
25%
30%
35%
40%
OpenRate ClickRate UnsubscribeRate
EmailPerformancebyDayoftheWeek
Mon Tue Wed Thu Fri
0%
5%
10%
15%
20%
25%
30%
35%
40%
OpenRate ClickRate UnsubscribeRate
EmailPerformancebyTimeofDay
4a.m. 8a.m. Noon 4p.m. 8p.m.
Source: ExperienceKissimmee.com. (2016). Google Analytics.; Kissimmee Distributed Marketing Platform. (2016). Distribion
E K C V B . C O M
TEST AND LEARN
Partnership Opportunities• Test your ExperienceKissimmee.com advertising
creative or landing pages (see Madden Media)
• Piggyback your own tracking pixels for post-
impression conversion data
• Submit multiple offers via PartnerNet
Tools You Can Use• Entry: Google Optimize (free) and MailChimp
• Advanced: BlueConic or Optimizely
• Enterprise: Adobe Target or Google Optimize 360
S U C C E S S T H R O U G H F A I L U R E
E K C V B . C O M
ANALYTICS AND INCREMENTALITYH O W ’ D I T D O A N D W H A T ’ D I T D O ?
Track• Use default settings for general sense of traffic sources and visitor behavior
• Append tracking codes (utm parameters) for improved visibility into paid and owned tactics
Measure• Compare like tactics against each other for relative benchmarking
• Layer in cost and revenue data to determine ROI
Optimize• Shorten path-to-conversion for opener-advancer-closer tactics
• Shift focus to efforts driving greatest return in terms of ROI or relative benchmarking
E K C V B . C O M
ANALYTICS AND INCREMENTALITYH O W ’ D I T D O A N D W H A T ’ D I T D O ?
Sources: Visitor Profile Report. (2017). Research Data Services.; TDT Collections Report. (2017). Osceola County .; Media Impact Overview. (2017). ADARA Magellan.
ObjectiveDetermine lift in ADR driven by
Experience Kissimmee digital
tactics
Methodology1. Map Visitor Profile Report
(room nights), TDT Collections
Report, and ADARA Media
Impact data by month
2. Compare ADARA data to overall
data as benchmark
41%Lift in ADR
Visitors exposed to Experience Kissimmee messaging
online posted an ADR of $148.03 compared to destination
average of $104.90 for January 2016 through January 2017
57%Lift in Revenue
The lift in ADR translated to a calculated lift in lodging
revenue of 57% for visitors exposed to Experience
Kissimmee online messaging vs. the destination average
E K C V B . C O M
ANALYTICS AND INCREMENTALITYH O W ’ D I T D O A N D W H A T ’ D I T D O ?
Sources: ExperienceKissimmee.com. (2017). Google Analytics.; TDT Collections Report. (2017). Osceola County.; Media Impact Overview. (2017). ADARA Magellan.
ObjectiveEstablish meaningful digital KPIs
that serve as leading indicators for
TDT collections
Methodology1. Align various digital metric
trends against TDT collection
trends
2. Calculate correlations between
metrics and TDT collections for
various time-shifts
2 MONTHSDestination Magazine Request
Indicates a two-month lead prior to arrival, providing good
opportunities for “places to stay” and other planning
messaging.
SAME MONTHBranded Search
Stronger correlation during the month of arrival, providing
a good opportunity for partial-day activities, last-minute
accommodations, and dining messaging.
E K C V B . C O M
ANALYTICS AND INCREMENTALITYH O W ’ D I T D O A N D W H A T ’ D I T D O ?
Partnership Opportunities• See Benefits Summary in PartnerNet
Tools You Can Use• Entry: Google Analytics (free)
• Advanced: Your booking engine
• Enterprise: Adobe Analytics or Google Analytics 360
E K C V B . C O M
IMPROVE DATA COLLECTIONN O T T O B E B I G B R O T H E R
E K C V B . C O M
IMPROVE DATA COLLECTION
Partnership Opportunities• Participate in upcoming Partner DMP (details coming
soon)
Tools You Can Use• Entry: Forms on your site, Google Analytics events,
Google Tag Manager triggers
• Advanced: BlueConic
• Enterprise: 3rd party data
N O T T O B E B I G B R O T H E R
E K C V B . C O M
ENABLE PERSONALIZATIONR I G H T M E S S A G E , R I G H T T I M E , R I G H T P L A C E
Amazon logo used without permission
E K C V B . C O M
Join Us Partnership Opportunities• Participate in data sharing through upcoming Partner DMP program
• Ensure booking links are correct on web listings and product is available on Expedia and other
OTA’s
• Future co-op opportunities
• Content and social media participation
• Share assets
• Ensure all listing and offer data is accurate and fully built out in PartnerNet
Tools You Can Use• Entry: Google Optimize (free)
• Advanced: BlueConic
• Enterprise: Adobe Target, Google Optimize 360, Monetate
THANK YOU!O F F I C I A L K I S S I M M E E E X P E R I E N C E M A K E R S
