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 Tourism Marketing
Honey Tourism Marketing ‘ Half of my advertising is wasted. I just don’t know which half.’ Henry Ford William Lever John Wanamaker