Laura Kenney provides a recommendation for Ladera Resort to implement Google Analytics on their website to track key performance indicators, visitor behavior, and areas for improvement. She also recommends a "Wedding Bliss" marketing campaign targeting engaged couples and brides-to-be on Pinterest, Facebook, and Google search. The campaign would drive traffic to a weddings landing page and analytics would measure the success of each marketing channel. Implementing these recommendations would help Ladera optimize their website and identify their most effective marketing efforts.

1. Measurement
Strategy
Recommendation
Laura Kenney
810638188

2. Audience #1
The “Honeymooning”
Hopkins
▫ Possibly just married, but any
couples with money to spend who
are looking for a romantic
adventure
▫ No children / grown children
▫ Excited to explore somewhere
new
The Hopkins are the couple that stare at each
other doe-eyed as they check their luggage,
shuffle through airport security, and the entire
duration of the six hour flight. They’re looking
for a place that offers couples massages,
excursions, and hammocks on the beach to
relax in at the end of the day. Whether three
days or thirty years into marriage, the
“Honeymooning” Hopkins are the reason love
seats were invented.
2

3. Audience #2
The Wedding-Planning
Wades
▫ Adventurous and
experience-oriented
▫ Non-traditional
▫ Crave simplicity
After trying to plan the perfect wedding, the
soon-to-be Wades discovered that their ideal
ceremony is a simple one in an unforgettable
location. Their hope is to celebrate their
commitment to each other with few or no
other guests, and focus on the bond between
them instead of the million tasks that go along
with traditional weddings. Instead of spending
an arm and a leg on h’ordoeurves for hundreds
of guests, they’re channeling their wedding
budget into securing a taste of paradise for
themselves.
3

4. Audience #3
The Busy Brightmans
▫ 30’s-60’s
▫ Financially successful, both are
involved in demanding careers
▫ Well into a long-term relationship
The Brightmans were once like those other
young, happy couples. But then something
happened--time passed, careers piled on
responsibilities, and the spark dulled. For their
10th wedding anniversary they are looking for
a peaceful vacation to escape hectic
schedules and hope to rekindle the spark that
has somehow dimmed a bit. Peace, relaxation,
and a place to unwind are at the top of their
vacation priorities.
4

5. What good is paradise if you
don’t know where to find it?
The Ladera website serves to
● Inform browsers of resort offerings
● Develop vacation interests
● Exhibit awards and reviews
● Secure bookings
For site visitors interested in an
unforgettable experience, Ladera
paints vivid images of a tropical
vacation, provides details about
St. Lucia, and presents package
options and booking rates.
Reservations are only a click
away...
Site
Functions

6. Rates & Special
Offers
Visitors can view
packages and
promotions details,
learning payment
options, deposit
requirements, and room
and meal rates.
Main Pages & Core
Functionality
Press
To reassure visitors, the
Press page offers links to
media coverage and
travel awards. Links lead
to external websites,
increasing visitor
confidence.
Main
Pages
Activities
To learn about activity
times and days, visitors
can expand activity
details to quickly gain
ideas about activities that
interest them.
The Resort
With a resort history
and links to maps,
FAQs, and a photo
gallery, visitors quickly
gain a comprehensive
view of the resort with
plenty of links for
additional details.
Make a Reservation
After specifying guests
and dates, visitors can
view room rates for the
duration of their stay.
After browsing the
options, visitors can
book the room of their
choice by clicking the
link for the booking
page.

7. Conversions
Macro
▫ Booking a reservation
Micro
▫ Downloading a brochure
▫ Email/mobile sign-up
▫ 5+ pageviews per session
▫ Calculate room rates
▫ View 10+ pictures
Site Goals

8. Setting Goals
To set goals, an analytics account for Ladera must first
exist. If that’s currently the case, goals may be
established by going into the Admin tab (the cog on the
bottom left of the screen) and select the “Goals” flag
under Views level of the site data.
Click on the “Goals” tab.
After hitting the “new goal” button, a template may be
used for common goal types, such as events, duration,
destinations, and pages/screens per session.
Here is an example of the “Brochure Download” goal.
Since the download is an event, it will track how often
visitors download the brochure and record these events.
This goal is named “Brochure Download” to keep the titles
simple and easily understood when tracking multiple
goals.

9. Here’s another example of one of Ladera’s
goals: 5+ pageviews per session. Once this goal
is set, analytics will count the number of times
visitors view at least 5 pages.
Google Analytics makes goal establishment
simple with goal templates and a 3-step
process. These goals serve to match data
gathered from analytics to the key performance
indicators relevant to Ladera. Without goals, the
data will lack context and Ladera will not be
able to track whether or not their site is
performing optimally.
After setting the relevant goals, Ladera’s site
goals should look something like this. These
goals for micro conversions track the amount of
promising behavior that could lead to their
macro conversion, making a reservation. This is
also known as a goal funnel, in which the
process leading up to a macro conversion is
tracked to see where visitors enter and exit the
process. If visitors complete micro goals but not
the macro goal, there may be an opportunity
for site improvements to make the process
easier to complete or to set better
expectations.
Calculate
rates
View
packages
Download
brochure
View
activities
Book a
room
View rooms

10. Sales Regions
To organize data by sales regions for
easier analysis, filters may be applied
that only include data relevant to
geographic locations.
Managers in these particular regions will
then be able to analyze their subset of
data without having to deal with all site
data.
Again, Google Analytics has made it
simple to filter data to only include what
is relevant for interested parties.
Filtering
Data

11. Similar to goals, filters are created under the
“View” level of a site.
To create a geographic filter, click “create new
filter” and name according to the region (in this
case, North America).
To include traffic from certain continents, a
custom filter should be created. We can then
include traffic from specific countries.
Select “Filter Field” and type “country” to select
traffic from specific countries. For each region,
the countries contained within the continents
should be included.
For our first region, the United States, Mexico,
and Canada are included in the North
American geographic region.
For each region, a filter can be created that
specifies which countries are included within
that data set. This will allow regional managers
to focus on visitors from their locations and
identify trends and changes to be addresses.

12. Weddings
Audiences are
interested in event
accommodations,
services, and rates. They
want to be aware of
what is provided and
what they might have to
arrange on their own,
and for what costs.
Landing Pages & Areas of
Interest
Packages
For site visitors
considering a trip and
interested in discounts
and specials, the
packages page provides
information about current
specials on bookings.
Landing
Pages
Booking
At this stage,
audiences are
planning on traveling
to St. Lucia and are
ready to secure their
room.
Photo Gallery
Site visitors who are
interested in the idea
and want to visualize
what a vacation might
be like, the photo
gallery provides plenty
of materials for guests
to familiarize
themselves with the
resort and nearby
areas.

13. Place your screenshot here
“Wedding Bliss” Campaign
Many soon-to be brides are scouring the internet for wedding ideas to create the perfect wedding.
To provide a solution where the women (or men!) are browsing for inspiration, Ladera should
establish a wedding campaign that sends visitors directly to the “Weddings” landing page.
When choosing the channels for this campaign, Ladera must keep in mind the sites that are
frequented when planning weddings. Based on research of the wedding planning process, 3
channels were chosen.
● Pinterest: As the visual nature of the site lends itself to showing off St. Lucia’s natural beauty,
this is a perfect channel to stun viewers. Often, event planning and wedding inspiration occur
here, as almost every user has a “wedding” pinterest board. Events and travel are common
themes on the site, so sponsored Ladera pins would blend seamlessly with users’ feeds.
● Facebook: With countless active users, Facebook will contain plenty of our target audience.
Banner ads will catch their eyes as they leisurely scroll through their feeds. What better
escape from political debates than to investigate tropical wedding locations?
● Adwords: Google has the answers to anything, so why not arrange for Ladera to be one of the
top answers? By paying for search terms like “destination wedding,” Ladera is appealing to
viewers with keen interest who may not know yet exactly what they want.

14. Building Campaign URLs
With Google’s URL builder, tracking traffic
sources from campaign channels is a breeze.
In the builder, we enter the landing page, traffic
source (Pinterest), campaign medium (sponsored
pins), the campaign name (Wedding Bliss), and
content (Pinterest Brides). Google then generates
a url for us to use with that campaign channel.
For our chosen channels, the URLs would be
http://www.ladera.com/romantic-getaways/?utm_source=Pinteres
t&utm_campaign=Wedding_bliss&utm_medium=Sponsored%20p
ins&utm_content=Pinterest_Brides
http://www.ladera.com/romantic-getaways/?utm_source=Faceboo
k&utm_campaign=Wedding_bliss&utm_medium=Banner&utm_co
ntent=Facebook_Brides
http://www.ladera.com/romantic-getaways/?utm_source=Google&
utm_campaign=Wedding_bliss&utm_medium=cpc&utm_term=isl
and%20destination%20wedding&utm_content=Search_Brides
In the last one, our AdWords channel, we
specified the paid keywords that visitors
searched. Other than that, the URL building
process is uniform and simple.
Once these URLs are implemented, Ladera can
ascertain which sources direct the most traffic to
the site. This reveals the most successful
channels which should then be more heavily
invested in for marketing effots.

15. Metrics to Watch
Some key pieces of information about
site visitors include
▫ Devices Used
▫ Interests
▫ New vs. Returning
Devices used show us where visitors are
accessing the site from, which can help
us tailor the site experience depending
on device size and function.
Interests gives us a look into what else
visitors are interested in and a basic
profile of their likes. This can help inform
us as to what to advertise for the resort.
New vs. returning reveals whether
visitors are first-time or return visitors,
and keys us into whether or not Ladera’s
site made an impact on viewers and how
this affected their behavior. It also is
useful to see how the two groups
behave differently and can aid Ladera in
implementing approaches (ie, awareness
building vs. a call to action).
Understanding
Visitors

16. Final Recommendation
To fully utilize their website, Ladera should implement analytics to track
KPIs, visitor activity, and areas of the site to improve. Not only will
analytics improve the site experience for visitors, but it will enable
Ladera to better measure campaign efforts and identify successful
marketing channels.
The Wedding Bliss campaign provides an opportunity for Ladera to
capitalize on its target markets and reach potential customers around
the web. This campaign should be launched within the next three
months to be ready for spring proposals and the newly engaged
couples that will result. An experienced analyst who is familiar with
Ladera’s target markets and marketing strategies should integrate this
so as to blend the campaign seamlessly with the Ladera image and
goals.