Ladera is a secluded resort that hosts weddings and honeymoons. While its location provides a unique experience, it also makes marketing difficult. This document recommends ways for Ladera to improve its digital marketing strategy and website effectiveness. It suggests setting goals in Google Analytics to track metrics like reservations, package purchases, and page visits. It also recommends segmenting visitors by location, device type, and other attributes. Social media campaigns and targeted AdWords are proposed to improve reach and drive traffic to the site. Tracking campaigns and visitor behavior in Google Analytics will provide insights to optimize Ladera's online presence and marketing.

1. Ladera Measurement Strategy Recommendation
Kenneth L. Cochran II

2. About Ladera
Ladera is a romantic getaway resort that provides superior paradise
quality for wedding and honeymoon experience. This resort exposes guests
to the surrounding beautiful and natural landscape in a unique way by
placing them in the midst of a grand secluded paradise. This location make
the resort difficult to reach. While on one hand the secluded location
makes the resort’s unique experience, it also makes marketing more
difficult.
This dynamic of Ladera makes online channels of communication
more important. Ladera’s primary mode of communicating with it is
through Ladera.com. The site delivers information about the resort,
activities at the resort, wedding packages, dining options, pricing, visual
images of site and information on recognition Ladera has received. Ladera
can increase the effectiveness of its website and its communications by
creating & executing a digital marketing strategy.

3. Target Audience
Honeymooners
Brides and Grooms
(Weddings)
Romantic
Getaways/Vacations
Newlyweds can do the
following:
Special dining
Outdoor activities
Weddings
Receptions
Honeymoons

4. Main Pages and Functionality
The Resort: (home) Overview and background, benefits
provided, info on offers and packages and photos
Accommodations: Info on services, luxuries offered and
nature scenery opportunities. Example: Maid Services,
shuttle services, room service
Activities: info on fun activities at resort such as horseback
riding, rainforest tours, zip line, cruise
Wedding: info on wedding options and packages. Packages
include Romance in Paradise and Wedding in Paradise

5. Dining: meal plan option, dress code, hours of
operation, wine cellar info, contact info included on this
page
Rates and Special Offers: info on special offers and
promotions. Site visitors can click “Book Now”
Galley: provide photos of experience
Press: info from press sources to give testimonials an
other outside perspective
Make a Reservation: make reservations online

6. Conversion Funnel
1) Build Awareness: use social media and online channels to run
campaigns inform consumers and build interest
2) Consideration: This occurs when buyer clicks on social media
advertisement
3) Preference: Based on what the customer has seen they will
decide whether or not the would like to explore what Ladera
has to offer
4) Action: Buyer will take action that is in line with completing
macro goal (i.e making a reservation)
5) Goal Completion: Book a suite

7. Goals
Macro
 Ecommerce goal 1: Booking a Suite/Making a reservation
 Ecommerce goal 2: Purchasing wedding packages
Booking a Suite/Making a
Reservation
One of Ladera’s primary goal overall
and through its online channel is to
book a certain capacity of suites per
day, per month and per year. The
booking of a suite also result in
additional conversions based on the
activities that couples participate in
while at the resort.
Purchasing a Wedding Package
Ladera provides wedding packages that couple
can purchase; Romance in Paradise and Wedding
in Paradise. The purchase of these package
would classify as a macro conversion.

8. Micro Conversions

9. Why Set Up Goals?
 Track how many people visit a page
 Track how much money they
 How long they were on a page
 This is useful because they allow you to collect valuable data on
how visitors are using the site

10. Setting up Goals

11. Filtering Views
Step 1) In Ladera, select filter field Geographic Location
Step 2) Ladera specifies location matches
Step 3) Choose data that meets the condition
When the filter is optimized Google Analytics will be able to tell Ladera where
specific customers are coming from and what traffic sources the consumer are
using.
Filter name could be the specific region that Ladera wishes to obtain
The filter should include data from region in study

12. Wedding Campaigns
The main lading page for a campaign for weddings would be the
“Weddings” page of Lader.com. Campaigns should be placed on
Facebook, Twitter, and Pinterest. Because on Facebook Ladera has a
lot of “likes” on Twitter they can easily communicate the Weddings
Campaign to followers, and on Pinterest they can spark a lot of
inspiration in newly engaged women because they will look at
Pinterest for their wedding planning needs. How to construct URL’s
for the campaign. First enter the destination URL for your ad, for
example, http://www.ladera.com/romantic

13. Building the URL
This tool allows you to build a URL for a website
campaign. You only want to construct one URL at a
time. The URL builder is found in the Google
Analytics Help box, type in URL builder and the
steps will pop up. Generating URL’s in this way
provides insights into the conversion rate of the
guests by seeing how many people clicked on the
promo and how many people actually booked a
stay which also answers ROI metrics. This helps the
managers understand how their marketing
investment is actually making them money at
Ladera and if there are some marketing campaign
strategies that are not working and the manager
needs to divest in that campaign.

14. Tracking Visitors
New v. Returning Visitors: to see if
Ladera is gaining new visitors or if
most of the traffic on
ladera.comis created by visitors who
have been to the site before.
Device Type: to see from what
device the majority of your
audience is accessing
ladera.com. Then determine if
ladera.com is designed well for these
devices.

15. Segmenting and
Measuring Visitors
There are a few ways to measure the visitors that are tracked on the site.
They are as follows:
Geography: Segmenting visitors based on geography will allow to see where
most of your visitors live and would be coming from. Based on this information
you can gauge whether most business is local or identify different ways to
target visitors.
Bounce Rate: to gauge the effectiveness of landing pages. This will give us
information on what landing pages can be improved.
Attribution Reports:
-First Interaction Model: identifies first channel of interaction to see
where customers
-Last Non-Direct Click Model: what pages do most visitors come from

16. Summary and Recommendation
In conclusion, Ladera is a secluded honeymoon, wedding and vacation
location that can improve its reach, interaction and customer base through
it website. To effective improve these factors this measurement strategy will
provide insight on how Ladera can monitor and improve his site.
1) Ladera should use social media to improve its reach and interaction with
customers. Social media will build awareness by share photos and videos of
resort experience and by providing promotions. Track effectivenss with
Google Analytics
2) Ladera should also use Adwords to increase search finds and links to the
site.
3) Ladera should launch campaigns and track effectiveness with Google
Analytics.