Ih inntopia conference_2011
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Connected to Inntopia API & Honeycomb to create closed-loop behavioral marketing. This allowed defining the critical path to conversion and failure, and changing efforts accordingly. Data can help increase opt-ins and leads. Offers to leads must be tailored to interests. More specific options for soft conversions were tested. Reporting was used to save time and optimize growing and converting leads by focusing on behaviors and timing that produce conversions.
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Tourism Marketing Trends & Research Methods for Small - Medium Destinations, ...
This document summarizes research methods and results from a 2015 Southwest Tourism Summit presentation. It discusses recent travel trends and how to address them, provides examples of research methods and tools for analyzing traveler behavior and mobile experiences. Specific topics covered include segmentation of mobile users in Google Analytics, inspiration content vs acquisition content, and case studies of researching what inspires travelers through search activity and video content creation. The overall presentation aimed to provide guidance on using research methods and tools to better understand travelers and improve tourism experiences and content.
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Utah Tourism Conference 2014: A New Tourism Marketing Model for Destinations ...
How your Tourism Product generates Awareness. How that Awareness can convert. And how to measure that success. DMOs are challenged with measuring their contributions when it doesn't go through their website. Here's a way to connect those dots.
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Southwest Tourism Summit April 24, 2014
The document discusses how research can be used as a weapon to compete for today's consumers in the tourism industry. It explains that participants at the Southwest Tourism Summit will learn how to use research to justify budgets, navigate the competitive landscape, and understand consumer behavior. Both traditional qualitative research methods like focus groups and quantitative research methods like surveys and big data are important weapons. Research provides actionable feedback that allows businesses to understand markets, trends, and which of their own marketing efforts are most effective. It emphasizes using research to inform action and engagement.
TANM Research and Marketing Conference 2013, Albuquerque, NM
Using Big Data to understand the Tourism Consumer. Delivered conclusions from Research on Social Media, Search Volume, Brand and what the consumer is looking for in Content.
Colorado ski country annual meeting 2013
The document outlines best practices and case studies from Colorado Ski Country USA's annual meeting. Case Study 1 examines how PR was used to reach new medium-haul markets through increased direct traffic, branded keywords, and direct conversions. Case Study 2 looks at how mobile services generated revenue from the drive market through mobile traffic and content. The best practices section recommends turning strategy into objectives, sourcing data from various channels, visualizing data, and periodically measuring outcomes to take targeted action.
Swts.social
The document summarizes a presentation on using social media metrics for tourism marketing. It discusses how social media provides rich user data and recommends focusing on a few key performance metrics that align with marketing goals, such as likes for awareness, people talking about this (PTAT) for engagement, traffic for leads, signals for conversions, and conversions for return on investment. The presentation provides guidance on choosing the right metric to measure success for different goals like awareness, engagement, and conversions.
Swts.durango
This document summarizes a presentation about how communities can attract tourism. It discusses targeting specific demographics like "foodies" and using new technologies like mobile and behavioral data. It also addresses challenges like siloed organizations and outdated marketing approaches. The presentation reveals strategies that successful communities use to boost tourism through psychographic targeting, signals from visitors, and measuring downstream contributions. The goal is to help Durango learn what it takes to attract more of the millions of people who visit Colorado each year.
Gwttra
The document discusses how data can be used to optimize tourism marketing efforts. It provides two case studies: (1) The Colorado Tourism Office integrated multiple data sources to better manage vendors and justify budget increases. (2) The Santa Fe CVB used data to target "foodies" as a niche market through different marketing channels and measure engagement and conversions. The key lessons are to integrate all data, set up tracking across campaigns and media, and use data in collaborative meetings to direct execution.
ROI Calculation for PR Efforts
The document discusses metrics for measuring the value of online media. It focuses on return on investment (ROI) which requires going beyond metrics like reach and audience to capture engagement and conversion rates. Most traffic and organic searches are branded, and most conversions are also from branded keywords. Public relations can drive engagement on Facebook. The goal is to understand how media coverage translates into real business outcomes.
Analytics paralysis
This document discusses using data and engagement metrics to measure the effectiveness of marketing efforts. It recommends taking a top-down approach by creating a scorecard to track key performance indicators for all efforts and resources. The "Governor Process" is outlined as goal-setting, defining objectives and expectations, organizing teams/resources, and regularly reviewing performance and deviations from objectives. The challenge is using data to determine if engagement drives conversions, requiring the right mix of audience, content, context and timing.
8 Things in Internet Marketing You Must Do
The document outlines 9 things that must be done in internet marketing to manage the marketing funnel and increase conversion rates. It discusses 1) owning existing customers by regularly engaging with them, 2) segmenting customers and narrowing communications based on their attributes and stage in the buying process, 3) having personalized conversations with customers, 4) expanding soft conversion points to increase engagement, 5) optimizing the conversion process by removing non-essential steps, 6) avoiding unhelpful social media interactions, 7) focusing on leads from the past 72 hours, 8) using a content calendar to regularly send targeted emails, and 9) prioritizing strategic marketing over reactive tasks. The overall goal is to more effectively move site visitors through the stages of
DATO Presentation
The document outlines 9 steps for effective internet marketing: 1) identify existing customers and engage them regularly, 2) segment customers and tailor communications, 3) have ongoing conversations to build engagement, 4) expand conversion opportunities, 5) optimize the conversion process, 6) improve social media engagement, 7) follow up within 72 hours of leads, 8) use content calendars to plan email campaigns, and 9) prioritize strategic initiatives over minor tasks. The goal is to increase engagement, conversions, and revenue through relationship-building and multichannel marketing strategies.
Honey.measure wy-gov-conf-2011
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.
Honey.measure cto 2010
This document discusses measuring the effectiveness of tourism marketing. It recommends tracking three types of behaviors: direct behaviors like spending money or making reservations, indirect behaviors like phone calls or website visits, and passive behaviors like ad impressions. Metrics should be organized by goal and compared over time and against competitors. Testing variables one at a time, like email content or landing pages, can help optimize campaigns. Overall measurement allows assessing performance, behaviors, revenue and costs to evaluate marketing impact.
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Ih inntopia conference_2011
- 2. What We Did With Inntopia & Honeycomb R. A. Burrell Principal at Internet Honey
- 3. What We Did & Why You Care
- 4. Connected to Inntopia API & Created Closed Loop Behavioral Marketing
- 7. Lessons For Growth Nurturing More Leads More Effectively Defined Critical Path To Conversion & Failure Changed Efforts Accordingly Why You Care
- 10. Offers to Leads must be specific and tailored to your brand and their interests Nurturing More Leads More Effectively Defined Critical Path To Conversion & Failure Changed Efforts Accordingly Refine Options
- 11. More Specific Options for Soft Conversion Social Families Trains Summer
- 12. More Specific Options for Soft Conversion
- 13. More Specific Options for Soft Conversion
- 14. You've got 72 hours. Dashboard for Lead processing Handle Exceptions - No touch in 48 hours Handle individual responses Testing Response to refine message and follow up Now What? Rule of 72
- 15. Use Reporting To Save Time
- 16. Growing Leads
- 20. More Specific Options for Soft Conversion
- 21. More Specific Options for Soft Conversion
- 25. Inntopia Increase Conversion Rates
- 27. Expand The Leads Behaviors Second: Which Leads Convert?
- 28. Critical Path To Conversion The common behaviors and timing that produce conversions. Use the Data to identify the common Behaviors in every conversion and their timing. Conversions
- 32. Critical Path To Failure
- 33. Too Late, No Touch
- 34. 6 Touch Rule
- 36. Message To Behavior Match Leads Conversions
- 37. Message To Behavior Match Leads Conversions
- 40. Thank You