Honey.measure cto 2010


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  • 5/4 adults
  • 5/4 adults. Pbr in cans
  • Direct = Conversion. Could be Reservations, Passes, Tickets, or Visitor Guides. Indirect = Future Conversion.
  • What’s the value of Indirect Behavior? Not sure… why are you doing it? If it doesn’t have value, don’t do it. If you don’t know the value ask or track.
  • Drinking from a fire hose, focus on only the ones that matter
  • What are the Behaviors for each Goal?
  • Drinking from a fire hose, focus on only the ones that matter. That’s why we focus on the Goals, it’s focuses the
  • The question we strive to answer is: Did that marketing effort produce the behavior compared to the context. So, you have all the formulas, now you need to use context to determine if something needs to change. This gives you the How Marketing Performed.
  • Your daily discipline is one of the key factors in making sure you actually measure. Being focused and efficient is critical.
  • Automate all of it so time is only spent on what to change or not
  • So, you going to need data. Data on Behavior. Where are you going to keep it? Excel is not a database. Use google spreadsheets
  • The variable you choose dictates how you’ll measure results. Isolating variables is how we answer Why Marketing performed or didn’t. Tagline, good offer, landing page, timing.
  • Any context, w/ $$, w/o $$
  • Honey.measure cto 2010

    1. 1. Measure R. A. Burrell Governor’s Conference on Tourism Snowmass, CO 2010 Honey Tourism Marketing
    2. 2. Honey Tourism Marketing ‘ Half of my advertising is wasted. I just don’t know which half.’ Henry Ford William Lever John Wanamaker
    3. 3. Honey Tourism Marketing
    4. 4. What To Measure Honey Tourism Marketing
    5. 5. Marketing <ul><li>Marketing Strives To Influence Behavior </li></ul><ul><li>Not Convinced? Would you be content to know that people felt warm and fuzzy about the brand but never took any action? </li></ul>Honey Tourism Marketing
    6. 6. Marketing Honey Tourism Marketing
    7. 7. Direct Behavior Types <ul><li>Spend Money </li></ul><ul><ul><li>Reservations </li></ul></ul><ul><ul><ul><li>Hospitality </li></ul></ul></ul><ul><ul><ul><li>Attractions & Activities </li></ul></ul></ul><ul><ul><li>Passes & Tickets </li></ul></ul><ul><ul><li>Attendance (Events) </li></ul></ul>Honey Tourism Marketing
    8. 8. Indirect Behavior Types <ul><ul><li>Phone Calls </li></ul></ul><ul><ul><li>Visitor Guides </li></ul></ul><ul><ul><li>Page Views (Goal Page) </li></ul></ul><ul><ul><li>Interest-Based Communications (Opt-In) </li></ul></ul>Honey Tourism Marketing <ul><ul><li>Event Registration </li></ul></ul><ul><ul><li>Social Media Following </li></ul></ul><ul><ul><li>Contact (Phone, Email, Social) </li></ul></ul><ul><ul><li>Download Information </li></ul></ul><ul><ul><li>Email Delivered, Opened, Clicked Thru </li></ul></ul><ul><ul><li>Walk-In </li></ul></ul>
    9. 9. Passive Behavior Types <ul><li>Reach </li></ul><ul><ul><li>Ad Impressions </li></ul></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><li>TV, Radio </li></ul></ul><ul><ul><li>Drive Bys (Out Of Home) </li></ul></ul>Honey Tourism Marketing
    10. 10. Measure Direct, Indirect & Passive Honey Tourism Marketing
    11. 11. How To Measure Honey Tourism Marketing
    12. 12. Method <ul><li>Capture Data (Behaviors) </li></ul><ul><li>Get Formulas </li></ul><ul><li>Compare in Context </li></ul><ul><li>Get Discipline/Routine </li></ul><ul><li>Test & Optimize </li></ul>Honey Tourism Marketing
    13. 13. Organize By Goal Type <ul><li>Select Measurement Formulas based upon Goal Type and Medium </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Engage & Convert </li></ul></ul><ul><ul><ul><li>Reservations </li></ul></ul></ul><ul><ul><ul><li>Visitor Guides </li></ul></ul></ul><ul><ul><ul><li>Newsletter Sign Up </li></ul></ul></ul><ul><ul><ul><li>Opt-In Communications </li></ul></ul></ul>Honey Tourism Marketing
    14. 14. Honey Tourism Marketing
    15. 15. Context <ul><li>Compare the Results of your marketing efforts in Context: </li></ul><ul><ul><li>One Display Ad vs. Another Display Ad </li></ul></ul><ul><ul><li>Traditional Ads vs. Online </li></ul></ul><ul><ul><li>Year on Year (seasonal) </li></ul></ul><ul><ul><li>You vs. Competition </li></ul></ul><ul><ul><li>You vs. Baseline </li></ul></ul><ul><ul><li>Actual vs. Expected </li></ul></ul>Honey Tourism Marketing
    16. 16. Best Practices <ul><li>Organize measurement by Campaign </li></ul><ul><li>Schedule measurement discipline </li></ul><ul><ul><li>Monthly review for all efforts </li></ul></ul><ul><ul><li>Seasonal recap </li></ul></ul><ul><ul><li>6 hours after email release </li></ul></ul><ul><ul><li>2 days after email release </li></ul></ul><ul><ul><li>Day after Display Ad go live </li></ul></ul><ul><ul><li>1 week after Display Ad goes live </li></ul></ul>Honey Tourism Marketing
    17. 17. Scheduled Reports <ul><li>Media by Publisher </li></ul><ul><li>Traffic by Medium </li></ul><ul><li>Traffic by Campaign </li></ul><ul><li>Keyword Performance </li></ul><ul><li>Organic Ranking Report </li></ul><ul><li>Email Delivery </li></ul><ul><li>Facebook Insights </li></ul><ul><li>Database Reports </li></ul>Honey Tourism Marketing
    18. 18. Data Sources <ul><li>CRM </li></ul><ul><li>Google Analytics </li></ul><ul><li>Bit.ly </li></ul><ul><li>Google Ad Planner </li></ul><ul><li>Quantcast.com </li></ul><ul><li>Media Vendor Reports </li></ul>Honey Tourism Marketing
    19. 19. Honey Tourism Marketing
    20. 20. Honey Tourism Marketing
    21. 21. Honey Tourism Marketing
    22. 22. Honey Tourism Marketing
    23. 23. Honey Tourism Marketing
    24. 24. Test, Test, Test <ul><li>Isolate a Variable </li></ul><ul><ul><li>Email Release Date </li></ul></ul><ul><ul><li>Offer (5%, 3 rd night free, swag) </li></ul></ul><ul><ul><li>Ad copy/imagery </li></ul></ul><ul><ul><li>Landing Page Content </li></ul></ul><ul><ul><li>Decision Page Merchandising </li></ul></ul><ul><ul><li>Follow up email/phone call </li></ul></ul>Honey Tourism Marketing
    25. 25. Test, Test, Test <ul><li>Email Delivery </li></ul><ul><ul><li>Send 5% of the file with different messages </li></ul></ul><ul><ul><li>Send Winner to the rest </li></ul></ul>Honey Tourism Marketing
    26. 26. Test, Test, Test <ul><li>Change Your Execution </li></ul>Honey Tourism Marketing
    27. 27. Measure In Context & Test Honey Tourism Marketing
    28. 28. One Formula Honey Tourism Marketing
    29. 29. Marketing Performance Honey Tourism Marketing P = Performance B = Behavior R = Revenue C = Cost
    30. 30. Marketing Performance Honey Tourism Marketing BT = The number of conversions by type of Behavior BI = Behavior Index
    31. 31. Measure <ul><li>Start With Goals </li></ul><ul><li>Determine What Behaviors </li></ul><ul><li>Capture The Data </li></ul><ul><li>Use The Formula(s) </li></ul><ul><li>Test Variables </li></ul>Honey Tourism Marketing
    32. 32. TheBeeDance.com Honey Tourism Marketing