Bring your data and reporting questions to this interactive session. We'll kick off with best practices and tips for identifying KPIs, analyzing trends, and communicating your value to stakeholders. Then we will open the conversation up to questions from the audience.

1. ANALYTICS
TOURISM ACADEMY 2019

2. Director of Client Services
Jenny Rose
Director of Digital Media
Andy Kurlander

3. ANALYTICS
TOURISM ACADEMY 2019

5. VANITY METRICS
Vanity metrics are often historically used to demonstrate
performance and audience engagement, but provide few actionable
insights.
● Bounce Rate
● Time on Site
Analytics Without Context

6. VALUE METRICS
Higher-value metrics help quantify and qualify performance, and
give you a deeper understanding of user behavior.
● Partner engagement
● Data capture points
● Audience data
Context and Insights

7. PARTNER ENGAGEMENT
Views for partner detail pages
Clicks on partner engagement
elements, like website links and
social media
Show Value

8. DATA CAPTURE
High-value conversion points that
provide the opportunity for
ongoing marketing
Ongoing Relationship
Building

9. AUDIENCE DATA
High level insights into who is
engaging with marketing efforts
Feeder markets, age, demographic
information
Your Target Audience

10. BEST PRACTICES
TOURISM ACADEMY 2019

11. SETUP
Ensure your setup is a strong foundation for future growth.
● Set up at least two Google Analytics “Views”
● Use consistent naming conventions for all tagged media
● Use tracking URLs for media
○ Google Campaign URL Builder
○ Track Google Ads automatically by connecting to Google
Analytics
Consistency is Key

12. DATA ANALYSIS
Look for connections in the data to make sure you’re getting the
whole story.
● Make sure you have a large sample size before making critical
decisions
● Use different views of data (traffic by location, device, etc)
● Make the data you look at more frequently is easily accessible
● Mine site search to identify content gaps and usability issues
● Look ahead for travel planning trends
Context is Key

13. TELL THE STORY
Present analytics in a way that emphasizes insights and
opportunities for future growth.
● Compare year over year to correct for seasonality
● Craft a story to help your audience understand how your
marketing efforts are benefiting them
Consider the Audience

14. ASK ME ANYTHING
TOURISM ACADEMY 2019