Honey.measure cto 2010

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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
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  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

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