Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tracking travel intent with Google Analytics and GTM - SPWK 2016

Using Google Analytics Site search and a combination of Custom dimensions and metrics to track intent in travel industry (and some GTM goodies).

  • Login to see the comments

  • Be the first to like this

Tracking travel intent with Google Analytics and GTM - SPWK 2016

  1. 1. HOWs & WHATs & WTHs Track Intent in Travel
  2. 2. HOWs & WHATs & WTHs Track Intent in Travel
  3. 3. Hi Proud Google+ user GTM and GA Certified partner GA Top contributor GA Certified trainer HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 1ZORIN RADOVANCEVIC @zorinatesc
  4. 4. A beast > A beastly kind of product Travel & The Travel product HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 2ZORIN RADOVANCEVIC @zorinatesc Research > Purchase > Use > JAN MAR AUG
  5. 5. Tracking intent Track actions and context and in order to create the precursor(s) (@avinash) > determine purchase ‘likelihood’. A marketing budget optimization tool. HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 3ZORIN RADOVANCEVIC @zorinatesc
  6. 6. Considerations Type of business (OTA, tour operator, private ...) Geo Targeting (inbound vs outbound) Type of product (package, accommodation ...) HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 4ZORIN RADOVANCEVIC @zorinatesc
  7. 7. Considerations - demand (Croatia generic Travel - Google trends) HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 5ZORIN RADOVANCEVIC @zorinatesc Germans Italians
  8. 8. Site Search IMPLEMENTATION #1 HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 6ZORIN RADOVANCEVIC @zorinatesc
  9. 9. Site Search Easy but unfortunately not enough! ?destination=a&arrivalDate=b&adults=c&type=d&duration=e HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 7ZORIN RADOVANCEVIC @zorinatesc
  10. 10. Site Search - a must? ● What ● How ● Quality ○ 0 search results ○ Search > Sales ● KW ideas ● Product ideas HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 8ZORIN RADOVANCEVIC @zorinatesc
  11. 11. Site Search A minimum! ● Destination ● Dates - Arrival ● # of adults / children ● Type ● Nights Which results in: Search term - a|b|c|d|e HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 9ZORIN RADOVANCEVIC @zorinatesc
  12. 12. Site Search HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 10ZORIN RADOVANCEVIC @zorinatesc
  13. 13. Even more Search IMPLEMENTATION #2 HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 11ZORIN RADOVANCEVIC @zorinatesc
  14. 14. Where can users search? (on site) Everywhere! What do they search for depends on which stage on the site they currently are - home, category, product, promotion/action, booking ... HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 12ZORIN RADOVANCEVIC @zorinatesc
  15. 15. HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 13ZORIN RADOVANCEVIC @zorinatesc
  16. 16. Even More Search ● Track specific search / navigation widget usage ○ Send an event on click / submit ● Track search context ○ Send a pageview on search result render Track search values with Custom Dimensions / Metrics. HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 14ZORIN RADOVANCEVIC @zorinatesc
  17. 17. Even More Search - how to dataLayer.push({ ‘event’:’trackSearch’, ‘page’:’/search/optional’, ‘priceRange’:’high’, ‘departureTime’:’morning’, ‘departureFrom’:’Gatwick’, ‘packageNights’:’8’ }); HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 15ZORIN RADOVANCEVIC @zorinatesc
  18. 18. Be careful when sending metrics with a PV HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 16ZORIN RADOVANCEVIC @zorinatesc Or try this: http://goo.gl/fjCojO - with hitCallback (thx to a reminder from Yeshoua and hitCallback explanation by Simo).
  19. 19. Give context IMPLEMENTATION #3 HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 17ZORIN RADOVANCEVIC @zorinatesc
  20. 20. Context - Grouping, Dimension and metrics Widen the data provided by your system or scrape what you can (if you must)! HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 18ZORIN RADOVANCEVIC @zorinatesc
  21. 21. HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 18bZORIN RADOVANCEVIC @zorinatesc
  22. 22. HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 18cZORIN RADOVANCEVIC @zorinatesc
  23. 23. Tie it ‘all’ together Easy idea: Displaying demand, traffic (or search) and sales data HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 19ZORIN RADOVANCEVIC @zorinatesc
  24. 24. HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 19bZORIN RADOVANCEVIC @zorinatesc Learn about the purchase paths Visualization by multichannelfunnel.com
  25. 25. Score Actions IMPLEMENTATION #4 HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 20ZORIN RADOVANCEVIC @zorinatesc
  26. 26. Scoring based on user behavior Moments Count. ● Image click ● Tab change ● Video play ● Product view ● Search ● Search refinement HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 21ZORIN RADOVANCEVIC @zorinatesc ● Promotion click ● Dwell time (not session time) ● Total # of engagements with the interface? (hits)
  27. 27. HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 22ZORIN RADOVANCEVIC @zorinatesc GTM > score based on {{Event}}
  28. 28. Scoring based on user behavior HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 23ZORIN RADOVANCEVIC @zorinatesc
  29. 29. Scoring based on user behavior HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 24ZORIN RADOVANCEVIC @zorinatesc TEST
  30. 30. Thank you! Zorin Radovancevic ● @zorinatesc ● zorin@escapestudio.net ● www.escapestudio.net ● https://plus.google. com/u/0/+ZorinRadovancevic/about/p/pub ● https://www.linkedin.com/in/zorinatesc HOWs & WHATs & WTHs Track Intent in Travel SUPERWEEK 2016 25ZORIN RADOVANCEVIC @zorinatesc

×