Measuring
Success Online
Tracking and Reporting
1. Risk without measurement is dangerous
• Internet is well suited to measurement and tracking
• Once installed tracking allows you to analyse if your website is delivering and
how to improve performance.
2. Website measurement options
Most common is Google Analytics - It is FREE.
Tracking and Reporting
Key Metrics to Measure
• Visits • Number of times your website was visited in a period of time.
• Page views • Number of times your website pages were viewed in a period of time.
• Unique visitors • Real number of unique visitors to your site in a period of time.
• Traffic sources • What websites your traffic is coming from to get to your site
• Conversions • Specific actions your users do on your website to convert to leads or sales
• Bounce rate • Percentage of visitors to your site who leave the page without doing
anything further.
Google Analytics
• To install
• Access to your websites files
• A Google account
• An email address
• Once inside
• Access dashboards – provides overview of key metrics
• Standard reports – real-time statistics; audience overview; traffic
sources; Content; Conversions
Google Analytics – Understanding the Reports
Reports can include:
• How many visitors to your site daily, weekly, monthly
• Where they traffic is coming from (Traffic types)
• Where they are coming from including country and region
• How long they are spending on the site
• Create your own reporting goals to measure your marketing efforts
Social Media Insights Tools
Insights Tools on Social Media Platforms
7
• To install
• Built into most common social media platforms
• First claim your domain by associating it with your social media Page
or Account
• Some channels set a minimum fan/follower limit to access Insights
• Once inside
• Measurements on your pages performance
• Find anonymous demographic data on your audience
• See how people are discovering and responding to posts
• Interpreting Reports
• Total Fans – how many people are interested in us
• Total Engaged Users – how many people have engaged with us
• Monthly Reach – how many people have seen my
posts/ads/comments
Insights Tools on Social Media Platforms
8
Monitoring your online
reputation
Online Reputation Management
Common websites that
allow reviews for travel:
• Tripadvisor
• Google +
• Truelocal
• Yelp
• Cruise Critic
• Facebook and other social media outlets allowing
experience sharing
Google Alerts
You can monitor what people are
saying about you on the internet.
Includes:
• Press coverage
• Reviews
• Your own site
• Trip Advisor
Online Reputation Management
Monitoring what is being said
Management Centre on TripAdvisor
12
• To install
• No installation required.
• TripAdvisor Management Centre
available when you Register your
business and claim the listing
• Once Inside
• Manage Your Reviews – Know what
customers are saying and post replies
• Access free marketing tools
• Manage your TripAdvisor Page
• New Property Dashboard
• New Express Review
Measuring Value in
Online Distribution
Online distribution
Where are your bookings coming from?
• Where are your bookings
coming from?
• Your website; VIC; Wotif; Phone;
Travel Agents
• How much is each sale
costing you?
• Commission; listing fees;
membership fees
• What is the average
commission you are paying?
• Generally 10-30% retail agents;
20% wholesalers; 30% inbound tour
operators
• The Internet has completely
changed the landscape of our
booking systems – for the
better.
Online distribution - Calculating your cost of sale
1. Origin of the Booking
• Where your guest made the booking
• Postcode and country of the guest
• Dollar value of the booking
• Commission you paid for the booking
2. Distribution Channels
• List all distribution channels and note the commission %age for each
3. Make sense of the numbers
• Create a table with rows for each channel
• Columns per channel will include No of bookings; Income (Sales less
commission); Fixed costs (fees etc); Variable costs (commissions); Total
costs (Fixed + variable costs); Cost to market per booking (Cost to
market/number of bookings)
4. Analyse the numbers
• How much does each distributor generate for you each month
• Average cost to market per booking for each distributor
• The Internet has completely changed the landscape of our
booking systems – for the better.
Exercises & Resources
Exercises
• Write down 5 measurable goals and metrics that you could
measure, that would help you make better business and
marketing decisions about your website.
• Complete the table to understand the value of your
distributor channels
No. of
Bookings
Income
(Sales -
Commn)
Fixed Costs Variable
Costs
Total Costs
(F + V)
Cost to
market per
booking
(Total cost /
No of Bkgs)
RESOURCES
USEFUL LINKS
• www.google.com/alerts
To create a Google Alert to listen to online commentary about your
business
• http://www.google.com.au/intl/en/analytics
To access Google Analytics to track and measure your website
performance
• http://atdw.com.au/
For information on the Australian Tourism Data Warehouse and
current distributors
• http://getconnectedregister.dnsw.com.au/GetConnected.asp
Get Connected/ATDW registration page
• http://www.atdw.com.au/tourismekit.aspx
Tourism e-Kit – free digital educational tutorials for the tourism
industry in Australia
Tourism E-Kit tutorials
• Reporting & Tracking – Tutorial 36
• Google Analytics – Tutorial 37
• TripAdvisor for tourism – Tutorial 46
• ATDW Tutorial - Tutorial 31
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