Measuring Roi etourism forum

904 views

Published on

Digital in tourism achieving efficiencies and managing for positive ROI, measurable advances in marketing by A. Gordon for etourism-forum

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
904
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Measuring Roi etourism forum

  1. 1. Measuring your ROI Andrew Lloyd Gordon
  2. 2. Measuring your R.O.I Why you should measure How to track What information should you track?
  3. 3. Measuring is a process 1. Activity 2. Test 4. Re-invest 3. Refine
  4. 4. Why you should measure
  5. 5. “Now what?!”
  6. 6. What you need is…
  7. 7. Traditional marketing eTourism Forum Measuring ROI – Andrew Gordon
  8. 8. Lots of digital tools…
  9. 9. Measurement in real time
  10. 10. You can discover… How many people Where they came from What keywords they used to find you Which pages they visited What they did How long they stayed Where they left your site Did they come back
  11. 11. Building an effective…
  12. 12. What to do more or less of…
  13. 13. This is valuable information!
  14. 14. How to track
  15. 15. 2 ways to collect information 1. Web server files 2. Page tagging and hosted solutions
  16. 16. Web server files
  17. 17. Web server files
  18. 18. Advantages of server file analysis Your server already producing information Every transaction server makes recorded It’s your data Capture visits by search engines Shows failed requests
  19. 19. 2 ways to collect information 1. Web server files 2. Page tagging and hosted solutions
  20. 20. Who likes ‘Free’?
  21. 21. Choose your Analytics Package
  22. 22. Installing Google Analytics
  23. 23. Advantages of page tagging Tagging code runs every time – even for cached Easier and quicker to implement Capture events with no server involvement Will work even if you can’t access your log files
  24. 24. Augmenting tracking with cookies
  25. 25. What information should you track?
  26. 26. Web Traffic is  NOT the whole  picture Conversions  are key!
  27. 27. Data Overload
  28. 28. Understanding Analytics Terms
  29. 29. Data, data, data everywhere… Visitors (visits, total, unique) Page Views (individual, aggregate, averages) Time (overall, averages, slices) Referrers (counts, websites, keywords, trends)
  30. 30. Filter Because you don’t  always want   everything
  31. 31. Actionable insights from Visitor behaviour Plus Outcomes Plus User experience
  32. 32. Behaviour Insight Outcomes Experience
  33. 33. Test to see if it is easy to use
  34. 34. Choose your outcomes Conversion rate Page views Absolute unique visitors New vs. Returning visitors Bounce Rate Abandonment Rate Cost per Conversion
  35. 35. Measure your email newsletters
  36. 36. Traffic from blogs
  37. 37. Monitor Social Media Growth Number of positive Trip Advisor Reviews
  38. 38. Video Analytics
  39. 39. Interpret the data “The percentage of our repeat visitors has gone up!” So what?
  40. 40. Interpret the data “These are our top exit pages…” So what?
  41. 41. Interpret the data “These 9 keyword phrases convert the best…” So what?
  42. 42. Web Analytics Rule #1 “Always Be Testing”
  43. 43. Web Analytics Rule #2 “Don’t get caught up in the numbers. Look at the TRENDS”
  44. 44. Web Analytics Rule #3 “Setup a reporting schedule and track key metrics”
  45. 45. Web Analytics Rule #4 “Set Goals”
  46. 46. Setting Goals X website traffic per month X number virtual tours per  month Lower bounce rate on  specific page X% over next  month Promote and increase  presence on a social network  by X%
  47. 47. Measuring is a process 1. Activity 2. Test 4. Re-invest 3. Refine
  48. 48. Measuring your R.O.I Why you should measure How to track What information should you track?
  49. 49. Andrew Lloyd Gordon Measuring your ROI

×