With the increase of P&O cruise fleet from 2 ships to 4, Carnival required any assistance available to fill bums on seats of the 2 new ships.Creative and Interactive assistance from Australia’s leading marketing firm – Amnesia RazorfishAmnesia teamed up with Google Analytics provider Internetrix to provide complete tracking, as well as implementing advanced features for continual improvement of the website, and optimisation of traffic sources to the new website
Video present on this page. Shows flash animation and P&O promo video.
1 Carnival Australia – P&O Cruises Attribution, Attention & Acquisition with Google Analytics Geoff McQueen firstname.lastname@example.org @geoffmcqueen
10 Search Engines Referring Websites Direct Traffic
Attribution Geographical Areas of Interest Identifying where your most effective visitors come from 11
Attribution Keywords Google Analytics provides information on the keywords used by visitors coming from search engines “We were able to use Keyword reports within Google Analytics to discover the ‘low hanging fruit’ keywords that could be used for our SEO and SEM efforts” -Brenton Jones, Carnival Australia Effective keywords for SEO efforts that provided increased referral of ‘conversion ready’ visitors from search engines 12
Completing booking process Printing cruise details
Increasing success based on data, not just ‘hunches’
Acquisition Transactional Acquisition – ‘Show me the money’ Ecommerce code tracking code to apply $ values to acquisition & attention Powerful & Fast Return on Investment (ROI) information Continued marketing expenditure is backed by Google Analytics data e-commerce tracking code 19
Acquisition Online -> Offline Acquisition Not all users are willing to book and pay for a cruise online and often print prices/details for their offline travel agent To track these online->offline conversions, Internetrix setup tracking code to track the “Print this page” action and setup goal funnels. 20
Carnival now has detailed, actionable information about:
Attribution – where are visitors coming from, what campaigns are working? Attention – what are visitors looking at, and what patterns drive repeat visits & conversions Acquisition – what does the funnel look like and what sources are paying the best
This is a dramatic improvement over counting visits or pageviews.
Actionable insights are driving continuous improvement initiatives