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Colorado ski country annual meeting 2013
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Colorado ski country annual meeting 2013

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Using data to optimize marketing efforts for resorts.

Using data to optimize marketing efforts for resorts.

More in: Travel , Business
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  • for the detail oriented

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  • 1. Turning DataInto ActionBest Practices & Case StudiesColorado Ski Country USAAnnual Meeting 2013Denver, Colorado
  • 2. 1.Case Study: PR & DemographicsCase Study: Marketing & ReservationsBest Practices: Yoking Action to DataQuestionsAgenda
  • 3. Agenda
  • 4. Case Study#1
  • 5. Using PR ToReach NewMarkets
  • 6. Goal: To reach medium haul markets(extended drive) using Public RelationsPublic Relations
  • 7. Results should show up in:Direct TrafficBranded KeywordsDirect ConversionsPublic Relations
  • 8. Public Relations Take 1Traffic from Direct & Branded Keywords YOY
  • 9. Public Relations Take 2Conversions from Direct & Branded Keywords YOY
  • 10. Case Study#2
  • 11. Mobile &CustomerService
  • 12. Mobile
  • 13. MobileServices Offered on Mobile GeneratedDrive Market Revenue
  • 14. BestPractices
  • 15. Turn Strategy into ObjectivesSource the DataVisualizePeriodic MeasurementYoking Action To Data
  • 16. The Strategy dictates what ObjectivesIntercept Front Range skiers seeking new experiencesMobile web trafficFront Range ContentNon-Branded Search KeywordsDenver, COS DMAs1. Strategy To Objectives
  • 17. 1. Follow the flow to the SourceExtract the data from the source2. Sourcing
  • 18. Follow The Flow To The Objective2. Sourcing
  • 19. The2. Sourcing
  • 20. •Social Media:PTATBranded Keywords* Requires conversion tracking2. Sourcing
  • 21. •Mobile:Mobile Traffic (not just mobile site)Inbound Phone NumbersContent UsedPackage Conversion2. Sourcing
  • 22. A Graphic that Teases out the Gist3. Visualize
  • 23. A Graphic that Teases out the Gist3. Visualize
  • 24. Discipline Makes All The DifferenceSet TimeResponsibilitiesTeam members know what to adjustEvery __time_ we will measure __quant_and direct _person__ to _action_4. Periodic Measurement
  • 25. 1.Case Study: PR & DemographicsCase Study: Marketing & ReservationsBest Practices: Yoking Action to DataQuestionsAgenda
  • 26. Thank YouR. A. Burrellhttp://www.slideshare.net/richardaburrell/