Colorado Governors Conference on Tourism 2012, Steamboat Springs

1. FOCUSING ON
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ENGAGEMENT
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2. EMAIL
Email was segmented into In-State and Out-Of-
State
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Open 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
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3. EMAIL
Email was segmented into In-State and Out-Of-
State
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Conversions by Subject & Date
• Conversion Rate Deal Dependent: Test Offer Limit
• Time Dependent: Test Day of Week
• Frequency Dependent: Countdown To Deal
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4. WEB
• Traffic by Medium/Campaign by Date
• Conversions by Traffic Source by Date
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• Goal Pages
• Downstream Traffic
20-40% more with booking widget
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5. SOCIAL MEDIA
• Likes & Followers
Suggests critical mass
• Talking About
Most indicative metric forADD SUBTITLE
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• Demographics
Is it your target audience? > 50% are locals
• Conversions
Conversions by Post or Page
25% of Talking About at Peak
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6. SOCIAL MEDIA
No Conversion
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7. SOCIAL MEDIA
High Conversion
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8. SOCIAL MEDIA
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9. SOCIAL MEDIA
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10. THE CHALLENGE
Use data to determine whether Engagement
drives Conversions
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To Engage deep enough for Conversion you have to
effectively mix Audience, Content, Context, Timing ...
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11. TOP DOWN
Created A Scorecard
For All Efforts and
Resources
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12. THE CHALLENGE
• Data Driven Marketing Management
• Accountability
• Collaboration
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13. FOCUSING ON
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HOW TO
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14. TOP DOWN
1. Key Performance Indicators in Scorecard
2. Performance by Discipline
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15. THE GOVERNOR PROCESS
• Goals
• Objectives
• Validation
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• Expectations
• Negotiate
• Organize
• Review
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16. GOALS
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17. OBJECTIVES
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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'
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• 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'
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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, don't pull that into the group.
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20. NEGOTIATE, ORGANIZE
• Nail down time, location and give
stakeholders 3 days to prepare for
deviations
• Organize teams/resources around
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disciplines
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21. REVIEW
• Investigate the deviations from objectives
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22. REVIEW
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23. ANALYTICS PARALYSIS
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QUESTIONS
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24. ANALYTICS PARALYSIS
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THANK YOU
WWW.INTERNETHONEY.COM/FREE-TOURISM-MARKETING-BOOK
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