Honey.measure wy-gov-conf-2011
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The document discusses strategies for measuring the effectiveness of marketing efforts for honey tourism. It recommends capturing data on direct behaviors like spending money or making reservations, indirect behaviors like phone calls or website visits, and passive behaviors like ad impressions. Key metrics to measure include reach, engagement, and conversions. Testing variables and comparing results over time and against competitors can provide useful context. Regularly scheduled reports and testing different marketing executions are best practices for optimization.
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1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
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31. Local Focused Marketing hot tip:
32. Local Search on the Road - UBL Source: AimClear.com 2008 hot tip:
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2. Web Search is Popular
3. Really, Really Popular... Source: ComScore, February 2009
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* Half of all users enter one search query only
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* Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion
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* Where your customers frequent. When
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* Their interests
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* That your customer searched for your product
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Honey.measure wy-gov-conf-2011
- 2. Honey Tourism Marketing ‘ Half of my advertising is wasted. I just don’t know which half.’ Henry Ford William Lever John Wanamaker
- 4. What To Measure Honey Tourism Marketing
- 6. Marketing Honey Tourism Marketing
- 10. Measure Direct, Indirect & Passive Honey Tourism Marketing
- 11. How To Measure Honey Tourism Marketing
- 27. Measure In Context & Test Honey Tourism Marketing
- 28. One Formula Honey Tourism Marketing
- 29. Marketing Performance Honey Tourism Marketing P = Performance B = Behavior R = Revenue C = Cost
- 30. Marketing Performance Honey Tourism Marketing BT = The number of conversions by type of Behavior BI = Behavior Index
- 31. Marketing Efficiency Honey Tourism Marketing BT = The number of conversions by type of Behavior BI = Behavior Index
- 33. TheBeeDance.com Honey Tourism Marketing
Editor's Notes
- 5/4 adults
- 5/4 adults. Pbr in cans
- Direct = Conversion. Could be Reservations, Passes, Tickets, or Visitor Guides. Indirect = Future Conversion.
- What’s the value of Indirect Behavior? Not sure… why are you doing it? If it doesn’t have value, don’t do it. If you don’t know the value ask or track.
- Drinking from a fire hose, focus on only the ones that matter
- What are the Behaviors for each Goal?
- Drinking from a fire hose, focus on only the ones that matter. That’s why we focus on the Goals, it’s focuses the
- The question we strive to answer is: Did that marketing effort produce the behavior compared to the context. So, you have all the formulas, now you need to use context to determine if something needs to change. This gives you the How Marketing Performed.
- Your daily discipline is one of the key factors in making sure you actually measure. Being focused and efficient is critical.
- Automate all of it so time is only spent on what to change or not
- So, you going to need data. Data on Behavior. Where are you going to keep it? Excel is not a database. Use google spreadsheets
- The variable you choose dictates how you’ll measure results. Isolating variables is how we answer Why Marketing performed or didn’t. Tagline, good offer, landing page, timing.
- Any context, w/ $$, w/o $$