Carnival Australia – P&O Cruises
Attribution, Attention & Acquisition with Google Analytics



Geoff McQueen
geoff.mcqueen...
P&O Cruises Australia




   Google Analytics Master Class 2010   #gamc   2
Introduction

Carnival Corporation & PLC

• Global cruise company and one of the largest vacation companies in
  the world...
Introduction

• In the last 2 years, Carnival has increased their P&O Cruise Liner
  fleet from two ships to four:




• M...
Introduction

• Business needs to build demand to fill this capacity


• Pacific Dawn
  – 2020 passengers

• Pacific Sun
 ...
Introduction

• Carnival battles with a long sales cycle

• And an emotional buying process




• The web plays a very imp...
Introduction

• Carnival teamed with
     Amnesia Razorfish - AdNews Digital Agency of the year 3 years running


• Amnes...
Introduction

• Towards the end of the Amnesia Razorfish website implementation,
  a formal web analytics evaluation proce...
Approach

• Internetrix GA Consultants and Developers worked closely with
  Amnesia Developers

• Methodology followed Int...
Attribution

Traffic Sources

• Identifying where your visitors are coming from


                    Search
             ...
Attribution

Geographical Areas of Interest
• Identifying where your most effective visitors come from




   Google Analy...
Attribution

Keywords
• Google Analytics provides information on the
  keywords used by visitors coming from
  search engi...
Attribution

Campaign Tagging

• Google Analytics allowed for advanced tracking of campaign
  performance



             ...
Attention

Entry & Exit Pages

• What are the main landing pages – first impressions and clickpaths
  to success

• What a...
Attention
Rich Media Interaction

• Using Events to track play, pause and at what point people „leave‟

• Extensive use of...
Attention

Click-paths & Funnels

• Improve conversions by knowing what your visitors best react to




   Google Analytic...
Attention

Measuring 404 error pages
• Assisted in transition from old website to new
• Insight into what users are lookin...
Acquisition

• Measuring the success of the website and knowing from where and
  how it came about

• P&O have several poi...
Acquisition

Transactional Acquisition – „Show me the money‟
• Ecommerce code tracking code to apply $ values to acquisiti...
Acquisition

Online -> Offline Acquisition
• Not all users are willing to book and pay for a cruise online and often print...
Outcomes



             Attribution                Attention                 Acquisition


• Carnival now has detailed, a...
Conclusions

• Google Analytics as a tool is now on-par with the best in the market,
  with events, rich media, advanced s...
Thank You!
www.internetrix.net
geoff.mcqueen@internetrix.com.au

For a copy of these slides, please visit
    www.internet...
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P&O Case Study

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Find out the importance and insights that are available when tracking the customer acquisition process across multiple global domains.

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  • Wake-up feature
  • With the increase of P&O cruise fleet from 2 ships to 4, Carnival required any assistance available to fill bums on seats of the 2 new ships.Creative and Interactive assistance from Australia’s leading marketing firm – Amnesia RazorfishAmnesia teamed up with Google Analytics provider Internetrix to provide complete tracking, as well as implementing advanced features for continual improvement of the website, and optimisation of traffic sources to the new website
  • Video present on this page. Shows flash animation and P&O promo video.
  • P&O Case Study

    1. 1. Carnival Australia – P&O Cruises Attribution, Attention & Acquisition with Google Analytics Geoff McQueen geoff.mcqueen@internetrix.com.au @geoffmcqueen Google Confidential and Proprietary 1
    2. 2. P&O Cruises Australia Google Analytics Master Class 2010 #gamc 2
    3. 3. Introduction Carnival Corporation & PLC • Global cruise company and one of the largest vacation companies in the world. Google Analytics Master Class 2010 #gamc 3
    4. 4. Introduction • In the last 2 years, Carnival has increased their P&O Cruise Liner fleet from two ships to four: • More destinations • More services • More capacity Google Analytics Master Class 2010 #gamc 4
    5. 5. Introduction • Business needs to build demand to fill this capacity • Pacific Dawn – 2020 passengers • Pacific Sun – 1960 passengers • Pacific Jewel – 1950 passengers • Pacific Pearl – 1800 passengers • Attracting new customers to cruising is critical! Google Analytics Master Class 2010 #gamc 5
    6. 6. Introduction • Carnival battles with a long sales cycle • And an emotional buying process • The web plays a very important role in facilitating:  Education  Research  Enquiries  Bookings Google Analytics Master Class 2010 #gamc 6
    7. 7. Introduction • Carnival teamed with  Amnesia Razorfish - AdNews Digital Agency of the year 3 years running • Amnesia Razorfish developed a visually stunning and information rich website Google Analytics Master Class 2010 #gamc 7
    8. 8. Introduction • Towards the end of the Amnesia Razorfish website implementation, a formal web analytics evaluation process was undertaken • Internetrix was selected to implement Google Analytics through the new website Google Analytics Master Class 2010 #gamc 8
    9. 9. Approach • Internetrix GA Consultants and Developers worked closely with Amnesia Developers • Methodology followed Internetrix “Three A‟s” theory Attribution Attention Acquisition • Internetrix encourages continuous improvement of the website through making decisions based on data. “Actionable Insights” Google Analytics Master Class 2010 #gamc 9
    10. 10. Attribution Traffic Sources • Identifying where your visitors are coming from Search Engines Referring Websites Direct Traffic Google Analytics Master Class 2010 #gamc 10
    11. 11. Attribution Geographical Areas of Interest • Identifying where your most effective visitors come from Google Analytics Master Class 2010 #gamc 11
    12. 12. Attribution Keywords • Google Analytics provides information on the keywords used by visitors coming from search engines “We were able to use Keyword reports within Google Analytics to discover the „low hanging fruit‟ keywords that could be used for our SEO and SEM efforts” -Brenton Jones, Carnival Australia • Effective keywords for SEO efforts that provided increased referral of „conversion ready‟ visitors from search engines Google Analytics Master Class 2010 #gamc 12
    13. 13. Attribution Campaign Tagging • Google Analytics allowed for advanced tracking of campaign performance Adwords Integration www.pocruises.com.au/cruisesale/ Manual Campaign Tracking www.pocruises.com.au/cruisesale?utm_source=newsletter& utm_medium=email&utm_campaign=Biggest-Cruise-Sale Google Analytics Master Class 2010 #gamc 13
    14. 14. Attention Entry & Exit Pages • What are the main landing pages – first impressions and clickpaths to success • What are the main exit pages – visitor retention Google Analytics Master Class 2010 #gamc 14
    15. 15. Attention Rich Media Interaction • Using Events to track play, pause and at what point people „leave‟ • Extensive use of virtual page views to correlate visitors who watch videos all the way through with visitors who convert. Google Analytics Master Class 2010 #gamc 15
    16. 16. Attention Click-paths & Funnels • Improve conversions by knowing what your visitors best react to Google Analytics Master Class 2010 #gamc 16
    17. 17. Attention Measuring 404 error pages • Assisted in transition from old website to new • Insight into what users are looking for but cannot find Google Analytics Master Class 2010 #gamc 17
    18. 18. Acquisition • Measuring the success of the website and knowing from where and how it came about • P&O have several points of conversion  Completing booking process  Printing cruise details • Increasing success based on data, not just „hunches‟ Google Analytics Master Class 2010 #gamc 18
    19. 19. Acquisition Transactional Acquisition – „Show me the money‟ • Ecommerce code tracking code to apply $ values to acquisition & attention • Powerful & Fast Return on Investment (ROI) information • Continued marketing expenditure is backed by Google Analytics data e-commerce tracking code 19 Google Analytics Master Class 2010 #gamc
    20. 20. Acquisition Online -> Offline Acquisition • Not all users are willing to book and pay for a cruise online and often print prices/details for their offline travel agent • To track these online->offline conversions, Internetrix setup tracking code to track the “Print this page” action and setup goal funnels. Google Analytics Master Class 2010 #gamc 20
    21. 21. Outcomes Attribution Attention Acquisition • Carnival now has detailed, actionable information about:  Attribution – where are visitors coming from, what campaigns are working?  Attention – what are visitors looking at, and what patterns drive repeat visits & conversions  Acquisition – what does the funnel look like and what sources are paying the best • This is a dramatic improvement over counting visits or pageviews. • Actionable insights are driving continuous improvement initiatives Google Analytics Master Class 2010 #gamc 21
    22. 22. Conclusions • Google Analytics as a tool is now on-par with the best in the market, with events, rich media, advanced segmentations and flexible goals – all enterprise grade features. • With the savings on the „tool‟, Carnival was able to invest their budget on skills & people, and has seen instant ROI. • The process of assessment and improvement is continuous, focused around the actionable insights from the Three-A‟s. • There‟s a lot more to come in the future – up and to the right! Google Analytics Master Class 2010 #gamc 22
    23. 23. Thank You! www.internetrix.net geoff.mcqueen@internetrix.com.au For a copy of these slides, please visit www.internetrix.net/masterclass Google Confidential and Proprietary 23

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