The document outlines a digital marketing strategy for Ladera Resorts, focusing on the use of Google Analytics to track macro goals of reservations and micro conversion goals such as site views and email subscriptions. It details the website's purpose, target audience, and various functionalities aimed at promoting the resort's offerings, particularly for honeymooners and wedding campaigns. Additionally, it emphasizes the importance of tracking visitor behavior and implementing specific campaign URLs to evaluate marketing effectiveness and return on investment.

1. By Your Name
RESHMA BRAHMBHATT
GOOGLE ANALYTICS SETUP AND MARKETING STRATEGY

2. Table of Contents
Goal ……………………………………………….…. 3
Company’s Purpose……………………………………..4
Target Audience………………………………………...5
Pages and Functionality………………………………..6
Site’s Goal……………………………………………...7
Landing Pages………………………………………...13
Wedding Campaign …………………………………..14
Understanding Visitors …………………………....….16
Summary …………………………………………....17

3. Goal
As the Director of Marketing for Ladera Resorts, the company will
create a digital marketing strategy by employing Google Analytics to
achieve both macro goal of reservations that are made and through the
micro conversion goals.
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4. Company’s
Purpose
The purpose of Ladera’s website
is provide information on the
resort that is located in St. Lucia
in the West Indies. The website
offers information on St. Lucia,
pricing, and everything else you
need to have a romantic vacation
with your significant other
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5. Target
Audience
Newlyweds’ honeymoon Couples needing a getaway 5

6. Pages and Functionality
The Resort
Accommodations
Press
Rates and Special Offers
Gallery
Contact Us
Wedding
Dining
Activities
● Overview on property and its
features
● Natural Landing Page
● The amenities of the resorts
and the specific amenities of
different types of suites
● Lists all the activities the
resort offers under the
“Immerse yourself in island
lifestyle
● Different packages and
details of the packages
● Eligibility for free wedding
for booking certain days
● Options the resort’s
restaurant Dasheene offers
that are all made by a top
notch chef
● Honeymoon package
● Anniversary getaway package
● Great escape package
● Different Rate offerings
● Photos of the property
● Videos of the property
● Awards and accolades
● Press releases
● Press Coverage
● Contact info for guest
services, restaurant,
marketing, and reservations
● Personalized request option 6

7. Site’s Goals
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Sep 1 Sep 8 Sep 15 Sep 22
Implementing goals on specific
pages on Ladera’s website via the
view level in Google Analytics, we
can see who visits the page, how
many pages they visit, how long
they spent on the page, and the
events that were triggered .
If the goal has a monetary value,
Ladera can see which has the
highest conversion rate and
analytics records this as conversion

8. 8
Micro and Micro Goals
Ladera’s Macro Goal:
Customers who make a reservation
Ladera’s Micro Goal:
Site views, pageviews, brochure downloads,
email subscriptions, contact form requests,
availbility requests

9. Macro Conversion Funnel
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Attract : ads running on websites geared toward wedding planning
Convert : Guests using the reservation option on website or wedding campaign landing pages
Close : Reminder emails of offers and possible referral discount
Delight : Keep up to date on surveys for future improvements and rebooking

10. Setting up Goals
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Goal Types

11. Goal Types for Ladera
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Destination: The number of visitors
that reach the Make a Reservation page to
determine serious clientele
Duration: Visitors who spend 10 or
more minutes researching the resort
Pages/ Screens: 3 or more pages are
visited to track seemingly interested
visitors
Events: Event goals assigned to
brochures, email list, availability list, etc 11

12. Geographic Specific Filters
In addition to tracking goals, Google Analytics also
provides a way to illustrate to region sales directors in
various countries and continents with region specific data
by implementing filters to only include specific data.
To set up a regional filter:
1. Filter Type > Include Filter
2. Filter Field: Country
3. Filter Pattern: Countries included in region
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13. Landing Pages
Resort
Wedding
13

14. Wedding Campaign
We will track the activity of users that are on
the wedding landing page with this wedding
campaign by implementing custom URL
builders in Google Analytics.
Essentially, the URL builder helps us by adding
parameters that the company will use in email
campaigns and others in the future. A custom
campaign would consist of a campaign that is
not using Adwords autotagging features.
When a customer clicks on a custom link, the
parameter is sent to the analytics account so
you can identify the most common URLs.
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15. Wedding Campaign
We can advertise Ladera through:
● Adword campaign
● Paid Facebook ads
● Sponsored Pinterest boards
To implement we will need to create 3
different URLs for each by filling out
● Wedding page URL
● Campaign Source
● Campaign Medium
● Campaign Term
● Campaign Content
● Campaign Name
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*** This information will give us a clear idea on ROI
and the effectiveness of the marketing ***

16. Understanding the Visitor
New v. Returning Visitors : to aid in the customer process and find out
if new or returning customers are more valuable
Device Type : where customers are access information about Ladera
Time on site : to see how long customers take in researching and making
a reservation 16

17. RESHMA BRAHMBHATT
Summary
By using the digital marketing strategies outlined, we have been able to identify
the company’s goals, both macro and micro by tracking various micro conversion
goals through duration, pages, events, and visitors. We have enabled filters to
provide more regionally specific data. We have implemented a URL builder to
show significance wedding marketing and ROI conversion. Finally, we were able
to use key metrics to better understand the clientele.
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“Ladera is beyond compare. & then some”
William O on TripAdvisor