Turning DataInto ActionBest Practices & Case StudiesColorado Ski Country USAAnnual Meeting 2013Denver, Colorado
1.Case Study: PR & DemographicsCase Study: Marketing & ReservationsBest Practices: Yoking Action to DataQuestionsAgenda
Agenda
Case Study#1
Using PR ToReach NewMarkets
Goal: To reach medium haul markets(extended drive) using Public RelationsPublic Relations
Results should show up in:Direct TrafficBranded KeywordsDirect ConversionsPublic Relations
Public Relations Take 1Traffic from Direct & Branded Keywords YOY
Public Relations Take 2Conversions from Direct & Branded Keywords YOY
Case Study#2
Mobile &CustomerService
Mobile
MobileServices Offered on Mobile GeneratedDrive Market Revenue
BestPractices
Turn Strategy into ObjectivesSource the DataVisualizePeriodic MeasurementYoking Action To Data
The Strategy dictates what ObjectivesIntercept Front Range skiers seeking new experiencesMobile web trafficFront Range Con...
1. Follow the flow to the SourceExtract the data from the source2. Sourcing
Follow The Flow To The Objective2. Sourcing
The2. Sourcing
•Social Media:PTATBranded Keywords* Requires conversion tracking2. Sourcing
•Mobile:Mobile Traffic (not just mobile site)Inbound Phone NumbersContent UsedPackage Conversion2. Sourcing
A Graphic that Teases out the Gist3. Visualize
A Graphic that Teases out the Gist3. Visualize
Discipline Makes All The DifferenceSet TimeResponsibilitiesTeam members know what to adjustEvery __time_ we will measure _...
1.Case Study: PR & DemographicsCase Study: Marketing & ReservationsBest Practices: Yoking Action to DataQuestionsAgenda
Thank YouR. A. Burrellhttp://www.slideshare.net/richardaburrell/
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Colorado ski country annual meeting 2013

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Using data to optimize marketing efforts for resorts.

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  • Colorado ski country annual meeting 2013

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

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