Gamc2010   07 - optimizing raffles hotels and resorts - rajitha dahanayake - e marketingeye
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Gamc2010 07 - optimizing raffles hotels and resorts - rajitha dahanayake - e marketingeye

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  • 1. Optimizing Raffles Hotels and Resorts Rajitha Dahanayake CEO, eMarketingEye rajitha@emarketingeye.com http://twitter.com/emarketingeye Google Confidential and Proprietary 1
  • 2. About Raffles Hotels and Resorts Google Analytics Master Class 2010 #gamc 2
  • 3. Campaign Objectives Google Analytics Master Class 2010 #gamc 3
  • 4. The Challenge •  Provide hotel level reports and tracking the performance at Hotel Level •  Measure the online marketing campaign performance in terms ROAS and Brand Awareness •  Optimize the online marketing campaigns in terms of Bookings, Revenue, ROAS and Brand Awareness Google Analytics Master Class 2010 #gamc 4
  • 5. Advanced Transaction Tracking Implementing the Charge Back Model •  Track the transaction numbers by medium (eg: PPC booking numbers) •  Analyzing the customer profile and formulating online and offline marketing strategies Flexibility of Google Analytics for Customizations Google Analytics Master Class 2010 #gamc 5
  • 6. Tracking the Performance of Different Mediums Where to invest? How to manage the budgets efficiently and effectively ? •  Tracking the Visitor, Revenue information of different mediums •  Measuring the success of online marketing campaigns •  Measuring the success of all Web Related activities •  Tracking SEO, PPC, E-mail Marketing and E-mail Signatures etc Google Analytics Master Class 2010 #gamc 6
  • 7. Tracking the Performance of Different Mediums •  Ongoing changes to the Keyword Strategy in SEO and PPC campaigns •  Focusing on keywords generating higher returns (Bookings / Revenue) •  Landing page optimization (Driving visitors to landing pages generating more revenue and bookings) •  Identify new markets for PPC campaign by looking at Looker to Booker conversions of SEO and Direct visitors SEO Bookings 2008 vs 2009 PPC Bookings 2008 vs 2009 Google Analytics Master Class 2010 #gamc 7
  • 8. Brand Awareness How can we increase the customer engagement / brand awareness? •  Monitoring the Pages / Visit, Time Spent on the Website, Bounce Rate of PPC visitors at Hotel Level •  Optimizing the landing pages (Example: Changing the first image of Raffles Hotel Le Royal helped to reduce the Bounce Rate from the Photo Gallery Page) Bounce Rate Google Analytics Master Class 2010 #gamc 8
  • 9. Brand Awareness | Pages/Visit and Time on Site 69% increase in Pages / Visit in 2009 compared to 2007 109% increase in Time on site in 2009 compared to 2007 Google Analytics Master Class 2010 #gamc 9
  • 10. Brand Awareness | Bounce Rate 46% drop in Bounce Rate in 2009 compared to 2007 Google Analytics Master Class 2010 #gamc 10
  • 11. Geo Target Campaign Optimization Which geo markets are performing? How can we extend the reach to new markets? •  Analyzing the geo market performance by medium in terms of visitors, bookings and revenue •  Optimizing the PPC campaign by implementing geo market strategy •  Identifying Organic keywords working for each market and use them in the PPC campaigns for specific markets •  Targeting specific geo markets with relevant offers and packages (Example promoting Weekend Offers to Middle Eastern Market) Google Analytics Master Class 2010 #gamc 11
  • 12. Analyzing the Booking Steps and Optimization What are the exit points? What are the areas that needs improvement? •  Identify the top pages that send visitors to the Search Results page. Driving PPC visitors to these pages in order to improve the Looker to Booker conversions (Example: Raffles Best, Book Early with Raffles) •  Success of the offers resulted in Hotels introducing ongoing special offers online. •  Monitoring the booking process is critical in order to understand the visitor behaviour (Understand the Exit Points and improve the steps) •  Top links on the booking process was opening on the same window and this was changed to New Window and this helps to improve the funnel conversions Google Analytics Master Class 2010 #gamc 12
  • 13. Analyzing the Booking Steps and Optimization 40% increase in Funnel Conversion Rates in 2009 compared to 2008 80% increase in Funnel Conversion Rates in 2009 compared to 2007 Google Analytics Master Class 2010 #gamc 13
  • 14. Learning's for Raffles and eMarketingEye •  Importance of monitoring performance by market / product in this case creation of separate profiles for each Hotel •  Measurable marketing helped to identify online advertising as a distribution channel not just an advertising platform •  Importance of monitoring the complete buying cycle of the consumer from the time he/she enters the website and making a booking / conversion or Exit Google Analytics Master Class 2010 #gamc 14
  • 15. Three Things to do tomorrow •  Always track Conversion Revenue Data (By Product . Market in this case By Hotel) •  Analyze visitor behavior at page level in terms of overall engagement with the website (Time Spent, Pages/Visit, Bookings) •  Effective Landing Page Optimization in order to improve the conversions Google Analytics Master Class 2010 #gamc 15
  • 16. Thank You! http://www.emarketingeye.com/ rajitha@emarketingeye.com http://twitter.com/emarketingeye Google Confidential and Proprietary 16