Time Your Marketing Mix
Maximize Return using Attribution and
Reservation Data

Time Your Marketing Mix

@electricmice

#e...
Justin Goodman
Marketing Analyst – Internet Marketing Inc.
Google Analytics and Adwords Individual Qualification
10+ Years...
Analytics Helps to Answer Two Questions

•What are we trying to
achieve?
•How do we know if we’ve
done that?
Time Your Mar...
All Decisions should include the following

• I Believe that…
• [some idea]
• If I am right, I will…
• [take some action]
...
The Idea

• Starting with a simple hypothesis:
• I believe that…
• If we time our marketing mix properly,
we will more eff...
Race against the Clock
• Inventory Expires
• Timing is crucial
• Marketing Working with Revenue
Manager

Time Your Marketi...
Filling the Money Jar
• Importance of Campaigns
• Understanding Marketing Initiative Goals
•
•
•
•

Drive Visits
Drive eng...
The Action

• Sounds good, what does that actually
mean?
• If I am right I will…
• Use Timing data to drive budget
allocat...
The Tools/Technology/Approach
- Data Collection

• So, How do I know if I am right? Is it working?

• Put a Time Stamp on ...
The Tools/Technology/Approach
- Data Aggregation

• Connect Marketing Data to Reservation
Data to see the Big Picture
• Co...
Connected Data Sample

Time Your Marketing Mix

@electricmice

#eftanalytics
The Tools/Technology/Approach
- Measuring Return

• Identify Attribution Model
• Algorithmic?
• Even?
• Rules Based?
• Las...
Understanding Time to Order

Note: Understanding the attribution model is important to
understanding the TTO. As the model...
What does the data Tell us? Building a Baseline
• What marketing channels have the longest
time from interaction to order
...
What Channels and Messages often act as
influencers, introducers, closers
• How much are affiliates
really helping?
• What...
What does the data Tell us? Building a Baseline
• What messaging was most effective?
• Did it convert with less touches?
•...
Using The Data for Incremental Lift
• Now that we know what worked or didn't based on
historical data
• Use baseline data ...
Rinse and Repeat

Time Your Marketing Mix

@electricmice

#eftanalytics
Questions will be taken during the panel
or follow up with me later
@ElectricMice

http://www.linkedin.com/in/justinmgoodm...
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Time Your Marketing Mix

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Using a framework developed by Tim Wilson I discuss how to best time your marketing mix based on multi touch marketing attribution data.

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  • To start I am going to present Tim Wilsons Framework:In a simple form we can ask two questions from our data. What are we trying to achieve and How do we know if we done that? Limiting our questions of the data to these two items helps provide an optimization framework, moving you from “that’s interesting”, or “that’s cool” to I am going to take action to improved based on this data.
  • Know what we want to ask of the data is a great start, we than need to use a framework for shaping the data and collection to address our hypothesis.
  • So, How does this apply to optimizing my marketing timing and messaging. In the travel space we are faced with a somewhat unique situation. Inventory expires, Pricing changes regularly making revenue and marketing optimization crucial
  • So, How do we get the most out of our marketing? It is important to understand the goal of each campaign. Every marketing campaign needs to have a measure purpose to achieve, for example:Drive VisitsDrive engaged VisitsDrive BookingDrive social sharingKeeping in mind each goal, it is important to align the marketing message and timing with each marketing channel.
  • Time Your Marketing Mix

    1. 1. Time Your Marketing Mix Maximize Return using Attribution and Reservation Data Time Your Marketing Mix @electricmice #eftanalytics
    2. 2. Justin Goodman Marketing Analyst – Internet Marketing Inc. Google Analytics and Adwords Individual Qualification 10+ Years in Internet Marketing Forbes Contributor Blogs Featured on SEOMoz Speaker at Digital World Expo, Dallas Digital Summit & IABC San Diego Lectured at Emory University on Web Analytics DAA Member http://www.linkedin.com/in/justinmgoodman Time Your Marketing Mix @electricmice #eftanalytics
    3. 3. Analytics Helps to Answer Two Questions •What are we trying to achieve? •How do we know if we’ve done that? Time Your Marketing Mix @electricmice #eftanalytics
    4. 4. All Decisions should include the following • I Believe that… • [some idea] • If I am right, I will… • [take some action] • To test this, I will… • [tool/technology/approach] Time Your Marketing Mix @electricmice #eftanalytics
    5. 5. The Idea • Starting with a simple hypothesis: • I believe that… • If we time our marketing mix properly, we will more effectively fill rooms Time Your Marketing Mix @electricmice #eftanalytics
    6. 6. Race against the Clock • Inventory Expires • Timing is crucial • Marketing Working with Revenue Manager Time Your Marketing Mix @electricmice #eftanalytics
    7. 7. Filling the Money Jar • Importance of Campaigns • Understanding Marketing Initiative Goals • • • • Drive Visits Drive engaged Visits Drive Booking Drive social sharing • Campaign Messaging in alignment with time and goals Time Your Marketing Mix @electricmice #eftanalytics
    8. 8. The Action • Sounds good, what does that actually mean? • If I am right I will… • Use Timing data to drive budget allocation and marketing channel selection to appropriately push marketing messaging Time Your Marketing Mix @electricmice #eftanalytics
    9. 9. The Tools/Technology/Approach - Data Collection • So, How do I know if I am right? Is it working? • Put a Time Stamp on All Marketing and Conversions • Marketing Analytics Technology – Convertro • Tag Campaigns Appropriate to Analytics Software • UTM and CVO Tagging – Google Analytics and Convertro • Track Booking and Arrival Date • Hotel Reservation System and Analytics Software • Track Reservation Value and additional details • Hotel Reservation System Time Your Marketing Mix @electricmice #eftanalytics
    10. 10. The Tools/Technology/Approach - Data Aggregation • Connect Marketing Data to Reservation Data to see the Big Picture • Collect Confirmation Number in both Marketing and Reservation System Database – Convertro/Reservation System • Combine All Data • Excel? Tableau? MySql? Time Your Marketing Mix @electricmice #eftanalytics
    11. 11. Connected Data Sample Time Your Marketing Mix @electricmice #eftanalytics
    12. 12. The Tools/Technology/Approach - Measuring Return • Identify Attribution Model • Algorithmic? • Even? • Rules Based? • Last Click? Time Your Marketing Mix @electricmice #eftanalytics
    13. 13. Understanding Time to Order Note: Understanding the attribution model is important to understanding the TTO. As the model changes so does the TTO Time Your Marketing Mix @electricmice #eftanalytics
    14. 14. What does the data Tell us? Building a Baseline • What marketing channels have the longest time from interaction to order • What channels and messages often act as influencers, introducers, closers? Time Your Marketing Mix @electricmice #eftanalytics
    15. 15. What Channels and Messages often act as influencers, introducers, closers • How much are affiliates really helping? • What is retargeting influencing? Time Your Marketing Mix @electricmice #eftanalytics
    16. 16. What does the data Tell us? Building a Baseline • What messaging was most effective? • Did it convert with less touches? • Did it reduce TTO? • Did special offers reduce the time to order? • What channel was most effective to reduce time to order? VS. Time Your Marketing Mix @electricmice #eftanalytics
    17. 17. Using The Data for Incremental Lift • Now that we know what worked or didn't based on historical data • Use baseline data to test against. Build out testing/marketing strategy • Example: • In 2013, when using retargeting we saw a decrease in TTO • Test retargeting messaging • Does including a promotional offer decrease TTO Further? • Non-Branded paid search was often an Introducer • Instead of pushing conversion will non-brand PPC be more helpful if the messaging is an emotional trigger? • Should non-brand PPC focus on research? Time Your Marketing Mix @electricmice #eftanalytics
    18. 18. Rinse and Repeat Time Your Marketing Mix @electricmice #eftanalytics
    19. 19. Questions will be taken during the panel or follow up with me later @ElectricMice http://www.linkedin.com/in/justinmgoodman Justin.Goodman@InternetMarketingInc.com Time Your Marketing Mix @electricmice #eftanalytics
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