Analytics 2.0: Creating Meaningful Insight From Your Data

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From Google Analytics and Facebook Insights, to Smith Travel Research and visitor profiles, we're awash in data. Optimize your marketing campaign and spark visitation by understanding your visitor and …

From Google Analytics and Facebook Insights, to Smith Travel Research and visitor profiles, we're awash in data. Optimize your marketing campaign and spark visitation by understanding your visitor and gleaning actionable insights from your data.

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  • 1. BIG DATA FOR BETTER CONSUMER CONNECTIONS SCOTT FISH 32° DIGITAL
  • 2. 2014 Oregon Governor’s Conference on Tourism ABOUT US – 32° DIGITAL We help brands find and cultivate the best digital channels to successfully forge meaningful relationships with customers.  BREAK THE ICE WITH CONSUMERS 14 Years of Experience Located in Portland Specialize in Sports & Hospitality Multi-Channel Strategy
  • 3. 2014 Oregon Governor’s Conference on Tourism THE CHALLENGE The Cape Cod Chamber of Commerce is an organization that advocates, educates and works on behalf of local businesses in the Cape Cod area of Massachusetts. The organization fulfills the role of promoting the Cape Cod area and businesses through offline and online channels to help improve the visibility for the 1,400 members. We were tasked with creating a digital marketing campaign that incorporated Remarketing Technology and Display Advertising to ultimately drive visitors to the member’s websites, provide additional visibility for a contest, increase email newsletter signups, and gain data to better understand the market. Use $10k Ad Spend Effectively. $ Drive visitors to member sites & increase Newsletter signups. Gain new insight about how to better market to Cape Cod’s potential visitors. 6 b
  • 4. 2014 Oregon Governor’s Conference on Tourism sCONSUMER RESEARCH •  Organic Search Insights •  Offline Marketing Insights •  Targeted Demographic Data CAMPAIGN DETAILS – RETARGETING TEXT & DISPLAY CAMPAIGN rCAMPAIGN STRUCTURE •  Remarketing Channels •  Site Targeting for Display Ads •  Blended Keyword Strategy + Negative Keywords 4ACTIVE MANAGEMENT •  Adjustments to targeted sites •  Day Parting + Day Targeting •  Category Cleansing •  Image Ad Optimization
  • 5. 2014 Oregon Governor’s Conference on Tourism CAMPAIGN MANAGEMENT STRATEGY
  • 6. 2014 Oregon Governor’s Conference on Tourism CAMPAIGN MANAGEMENT STRATEGY
  • 7. 2014 Oregon Governor’s Conference on Tourism CAMPAIGN MANAGEMENT STRATEGY
  • 8. 2014 Oregon Governor’s Conference on Tourism RESULTS LOOK-IN
  • 9. 2014 Oregon Governor’s Conference on Tourism FORWARD LOOKING STRATEGY Focus on Family & Activities Home Page needs more activities content Understand most important topics We know when visitors are more likely to click Strong signals for higherperforming image ads Gained new SEO opportunities with site targeting CAPE COD now understands the demographic make-up and topics that resonate well with their visitors – allowing content to be matched and future advertising to have a jump start. ON THE HORIZON…. Beta test Image ads in Google Search as an extension. Integration into social + FB Ads Use of remarketing list for future seasonal campaigns.
  • 10. 2014 Oregon Governor’s Conference on Tourism THANK YOU 32° DIGITAL 32digital.com Scott Fish scott@32digital.com
  • 11. DMO 2.0 Skip Engagement: From Awareness To Conversion Governors Tourism Conference Bend, Oregon April 28, 2014
  • 12. Goals 1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant. 2. We'll share tools to measure Awareness generated from your media budget.
  • 13. Goals How much of your traffic or conversions are from Search Engines?
  • 14. DMO 1.0 The DMO bought advertising, engaged the consumer and published Visitor Guides Linear
  • 15. Trip Planning Funnel Consideration Intent Awareness Decision Travel Share Marketing strives to increase quantity through the funnel and getting efficiently from one to the next • Visitor Guides • Web Traffic • Likes • Email • Leads
  • 16. Why Skip Engagement
  • 17. DMO 2.0 The DMO creates demand for the brand attributes through Awarenes and they Convert. Nimble
  • 18. Why Skip Engagement
  • 19. Why Skip Engagement Consideration Intent Awareness Decision Travel Share Take Consumers to Conversion from Anywhere
  • 20. How The Heck?
  • 21. Find A Unique Brand Attribute
  • 22. What Happens Without Spending
  • 23. Accountability Transparency inspires trust
  • 24. Accountability Transparency inspires trust
  • 25. Feeding Research Into ActionSearch Volume in Market
  • 26. Feeding Research Into Action Search Volume in Fishing
  • 27. Feeding Research Into Action Search Volume in Fishing
  • 28. PTAT
  • 29. Goals 1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant. 2. We'll share tools to measure Awareness generated from your media budget.
  • 30. Thank You www.slideshare.net/richardaburrell @richardaburrell www.tourismintelligencegroup.com/indexes
  • 31. Tuesday Workshops Sponsored by: