Analytics paralysis

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Colorado Governors Conference on Tourism 2012, Steamboat Springs

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Analytics paralysis

  1. 1. FOCUSING ON CLICK TO ADD SUBTITLEENGAGEMENT 1
  2. 2. EMAILEmail was segmented into In-State and Out-Of-State CLICK TO ADD SUBTITLEOpen Rates by Date by Subject by Segment• Open Rate to Brand Advocates: 16-22%• Open Rate to Leads: 8-12%• During the Planning Phase It’s 150% Higher• Out-of-State Will Be Lower Than In-State 2
  3. 3. EMAILEmail was segmented into In-State and Out-Of-State CLICK TO ADD SUBTITLEConversions by Subject & Date• Conversion Rate Deal Dependent: Test Offer Limit• Time Dependent: Test Day of Week• Frequency Dependent: Countdown To Deal 3
  4. 4. WEB• Traffic by Medium/Campaign by Date• Conversions by Traffic Source by Date Branded Keywords TO ADD SUBTITLE CLICK• Goal Pages• Downstream Traffic 20-40% more with booking widget 4
  5. 5. SOCIAL MEDIA• Likes & Followers Suggests critical mass• Talking About Most indicative metric forADD SUBTITLE CLICK TO SITs• Demographics Is it your target audience? > 50% are locals• Conversions Conversions by Post or Page 25% of Talking About at Peak 5
  6. 6. SOCIAL MEDIANo Conversion CLICK TO ADD SUBTITLE 6
  7. 7. SOCIAL MEDIAHigh Conversion CLICK TO ADD SUBTITLE 7
  8. 8. SOCIAL MEDIA CLICK TO ADD SUBTITLE 8
  9. 9. SOCIAL MEDIA CLICK TO ADD SUBTITLE 9
  10. 10. THE CHALLENGEUse data to determine whether Engagementdrives Conversions CLICK TO ADD SUBTITLE To Engage deep enough for Conversion you have to effectively mix Audience, Content, Context, Timing ... 10
  11. 11. TOP DOWNCreated A ScorecardFor All Efforts andResources CLICK TO ADD SUBTITLE 11
  12. 12. THE CHALLENGE• Data Driven Marketing Management• Accountability• Collaboration CLICK TO ADD SUBTITLE 12
  13. 13. FOCUSING ON CLICK TO ADD SUBTITLEHOW TO 13
  14. 14. TOP DOWN1. Key Performance Indicators in Scorecard2. Performance by Discipline CLICK TO ADD SUBTITLE 14
  15. 15. THE GOVERNOR PROCESS• Goals• Objectives• Validation CLICK TO ADD SUBTITLE• Expectations• Negotiate• Organize• Review 15
  16. 16. GOALS CLICK TO ADD SUBTITLE 16
  17. 17. OBJECTIVES CLICK TO ADD SUBTITLE 17
  18. 18. VALIDATE, EXPECTATIONS• Adjust the metric for shifts in strategy and/or budget $5,000 budget should bring 4,000 visitors so our mobile traffic should be 14,000 CLICK TO ADD SUBTITLE• Communicate the expectations to the stakeholder Kate - use the mobile performance report to tracking and adjust mobile. We need you to explain deviations at the meetings 18
  19. 19. REPORTS• Find the relevant reports Reports that just show detailed data, without the contribution to your bigger goals are meaningless. Stakeholders will need to drill down within source data, dont pull that into the group. CLICK TO ADD SUBTITLE 19
  20. 20. NEGOTIATE, ORGANIZE• Nail down time, location and give stakeholders 3 days to prepare for deviations• Organize teams/resources around CLICK TO ADD SUBTITLE disciplines 20
  21. 21. REVIEW• Investigate the deviations from objectives CLICK TO ADD SUBTITLE 21
  22. 22. REVIEW CLICK TO ADD SUBTITLE 22
  23. 23. ANALYTICS PARALYSIS CLICK TO ADD SUBTITLEQUESTIONS 23
  24. 24. ANALYTICS PARALYSIS CLICK TO ADD SUBTITLETHANK YOUWWW.INTERNETHONEY.COM/FREE-TOURISM-MARKETING-BOOK 24

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