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![DIGITAL WORKS
[BUT THERE IS A PROBLEM]
Who get's the credit?
It's important to know because we want to find
channels to scale new customers.](https://image.slidesharecdn.com/brandsearch-acaseforattribution-130515160945-phpapp01/75/Brand-search-a-case-for-attribution-9-2048.jpg)
Uploaded byResortsandLodges.com
Brand search a case for attribution
This document discusses digital attribution and its importance for marketing. It begins with an overview of what digital attribution is, which is assigning credit across multiple touchpoints throughout the booking process. It then discusses why attribution matters, as knowing which marketing channels are most effective helps companies scale new customers. The document provides examples of how the online and offline customer journey is complex, with customers interacting across devices and channels. It argues that implementing call tracking across digital media provides more clarity about what is driving bookings and allows companies to make better marketing investment decisions. The overall goal is to develop practical solutions to increase clarity across all marketing channels.
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Brand search a case for attribution
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- 2. Agenda: 1. What isdigital attribution? 2. Why does it matter? End Goal: 1 practical solution to increase clarity across all channels.
- 3. Matt Renner VP ofBusiness Development ResortsandLodges.com 2006-2009 & 2011 - Present Founder Appclerk 2010 Acquired 2011
- 5. 40 million visitorssince 2003 Market over 2,400 properties Influenced $250 million direct bookings Nearly 10 Million visitors in 2012 1 Million minutes call meta-data tracked, measured, analyzed
- 6. Tracking digital advertising issimple ( No it's not)
- 7. $100 Billion 2012 21% of all Advertising source:emarketer Digital is big (but we knew that)
- 8. Digital is young OldNew Rupert Murdoch News Corp Mark Zuckerberg Facebook
- 9. DIGITAL WORKS [BUT THEREIS A PROBLEM] Who get's the credit? It's important to know because we want to find channels to scale new customers.
- 10. What is Attribution? Assigningcredit across multiple touch points throughout the booking process.
- 11. Not all effectivedigital advertising drives online transactions.
- 12. Hotels & Resortsare online / offline businesses $10 Million Annual Sales $6 Million Offline $4 Million Online 90% Touch Property Website
- 15. How I reallylook when I don’t shave
- 16. E-commerce Funnel What wewish digital marketing was like: Buy an Ad Online My Website Conversio n
- 17. What it actuallylooks like General Search Terms l Traditional l Vertical Sites l Blogs l Social Awareness Research & Compare Ready to buy Vertical Sites Review Sites Brand Sites OTA's Meta Search Social Brand Search Email Triggers Direct Visits Book Direct Brand Search Email Triggers Bookmarking Book @ OTABook ing
- 18. Laptop, Desktop, Tablet,Smart Phone
- 19. What it actuallylooks like General Search Terms l Traditional l Vertical Sites l Blogs l Social Awareness Research & Compare Ready to buy Vertical Sites Review Sites Brand Sites OTA's Meta Search Social Brand Search Email Triggers Direct Visits Book Direct Brand Search Email Triggers Bookmarking Book @ OTABook ing Commission Based, Online, Minority Share of Bookings
- 20. What it actuallylooks like General Search Terms l Traditional l Vertical Sites l Blogs l Social Awareness Research & Compare Ready to buy Vertical Sites Review Sites Brand Sites OTA's Meta Search Social Brand Search Email Triggers Direct Visits Book Direct Brand Search Email Triggers Bookmarking Book @ OTABook ing Majority share of bookings, online + offline, cross channel, multiple cost models
- 21. Devices cause fragmentation StartSearch Here: Cookie Sets Continue shopping here Complete Booking Here Direct to site Cookie Drops Once Device Switche s.
- 22. Last click trackinggoes to mobile
- 23. Responsible for 1stclick - but no assist in the booking
- 24. Ecommerce tracking ismore accurate than ever
- 25. Assisted conversions helpshow a bigger picture
- 26. What does itall mean? But Ecommerce tracking isn't perfect so...
- 27. Are we hopeless? No,we're not
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- 31. Place tracking #'son all paid online media
- 32. Simple to implement Affordable Savesmoney Provides Clarity
- 35. All clicks arenot created equal
- 36. 1 Visit fromThe Knot could = 10 clicks from state level general keywords
- 37. Without cross channel attribution,how do you know?
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- 44. Recap: 1. What isattribution 2. Why it is important 3. Implement call tracking across digital media to provide clarity
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