Josh Williams Digital Marketing Director Visibility & Conversions...Visibility and Conversions...

Josh Williams

Digital Marketing Director

Visibility & Conversions

Who We Are

Display Advertising · Social Media Marketing & Advertising · Media Planning

Search Engine Optimization · Retargeting · Search Engine Marketing · Email Marketing

When should DMOs measure performance?

Always

When should DMOs use ROI and KPIs?

As much as possible

What metrics should DMOs focus on?

KPI vs. Goals

“Begin with the end in mind.” – Stephen Covey

Ask Yourself…

• What are our overarching objectives? (KPI)

• What do we want to achieve with this specific campaign?

(Goals)

• How does this campaign fit into the whole picture?

• What are our limitations in tracking? Can they be overcome?

Goals Depend on…

Funnel Channel Audience

Awareness Reach, CPM,

SOV Direct Response Conv. Rate Age

Students, New

Families, Retirees

Consideration CPC, CTR Social Engagement,

Growth, Virality Location

At work, On the

go, At home

Purchase

ROI/ROAS, CPL,

new vs

returning

Media Buys

CPM, eCPC,

CTR, Bounce

Rate

Activity

Active (Search,

Content), Passive

(Social, Video)

Video Views, Reach,

Cost/View Device

Desktop, Tablet,

Mobile

↓ ↓ ↓

KPI: Visitors in Destination

Problem: How do we connect our advertising to

hotel bookings?

Measuring Impact on Hotel Bookings

Hotel

Booking

Engine

Advertising

Channels

Our Site Hotel Website Hotel Customer

We add a javascript snippet on

all hotel confirmation pages

which feeds into our analytics

Problem: How do we measure the impact of

awareness and branding campaigns?

New Visitation as a Metric

16%

25%

33% 34%

38%

42%

2008 2009 2010 2011 2012 2013

Started measuring new visits in

2008

More information helped

increase new visitors more

than 1.5x five years later

Case Study: Beach House Giveaway

Case Study: Beach House Giveaway

Goals:

50,000 new email subscribers

$1.80 CPL

Results:

over 74,000 new email

subscribers

$1.50 CPL

Case Study: Beach House Giveaway

Social Media Display

Advertising Video

Email

Marketing

Entries 23,000 51,000 n/a n/a

CPL $1.15 $1.65 n/a n/a

Channel-specific

metrics

Reach

Engagement

Follower growth

Virality

eCPC

CTR

Reach

Views

Average view

length

Open rate

CTR

We also tracked our KPI (hotel clicks) in every channel

Thank You

Josh Williams Digital Marketing Manager

Visibility and Conversions

866-686-7275

josh@visibilityandconversions.com