Quantifying Results of Content Marketing Campaigns (1) (1) · 1 ATTA Introduction Webinar Presenter...

Adv

entu

reE

DU

Pre

view

Web

inar

MATTHEW BARKER

I&I TRAVEL MEDIA

QUANTIFYING THE RESULTS OF CONTENT MARKETING CAMPAIGNS

Adv

entu

reE

DU

Pre

view

Web

inar

2 About AdventureEDU

3

1 ATTA Introduction

Webinar Presenter

4 Webinar & Learning Objectives

AGENDA

Adv

entu

reE

DU

Pre

view

Web

inar

The only UNWTO-backed adventure tourism training for governments, associations and individual companies seeking to deliver the best adventure travel experiences in a safe and sustainable practice. Learn…

• What recent changes in the adventure industry mean for your business and destination

• How to improve the quality and safety of your adventure travel experiences

• How to assess your resources and construct distinctive adventure travel experiences

• How to manage adventure tourism business risk

• How to create the best online and offline marketing strategies for adventure businesses

• How to bring public and private partners together to foster a thriving market

• And much more…. Online and in-destination options available

ADVENTURE EDU

Adv

entu

reE

DU

Pre

view

Web

inar

Head of Strategy, I&I Travel Media

ianditravelmedia.com

twitter.com/ianditravmedia

WEBINAR PRESENTERS

Matthew Barker

Founder, Alaska Alpine Adventures

alaskaalpineadventures.com

Dan Oberlatz

Adv

entu

reE

DU

Pre

view

Web

inar

LEARNING OBJECTIVES

2 Unpick the travel customer journey

3

1 Explore “attribution” in travel marketing

Understand analytics solutions

4 Identify, measure, improve

Adv

entu

reE

DU

Pre

view

Web

inar

Alaska Alpine Adventures

Adv

entu

reE

DU

Pre

view

Web

inar

The attribution quandary

Google Analytics: Conversions > Overview

So… Google good, Facebook bad?

Not so fast!

Adv

entu

reE

DU

Pre

view

Web

inar

The customer journey to purchase

Adv

entu

reE

DU

Pre

view

Web

inar

Example 1: “Early phase” visitors

Google Analytics: Acquisition > Referrals

Adv

entu

reE

DU

Pre

view

Web

inar

Example 2: “Early phase” content

Adv

entu

reE

DU

Pre

view

Web

inar

So how do we measure it all?!

Adv

entu

reE

DU

Pre

view

Web

inar

Step 1: Analytics configuration

Google Analytics: Admin > Goals

Adv

entu

reE

DU

Pre

view

Web

inar

Ecommerce Vs Goal Value

Goal Value = Revenue from goals / Number of goals

Adv

entu

reE

DU

Pre

view

Web

inar

Step 2: Conversion paths

Google Analytics: Conversions > Multi-Channel Funnels > Top Conversion Paths

Adv

entu

reE

DU

Pre

view

Web

inar

Step 3: Assisted conversions

Google Analytics: Conversions > Multi-Channel Funnels > Assisted Conversions

Adv

entu

reE

DU

Pre

view

Web

inar

Step 4: Customer journey analysis

Referrals & social media

Adv

entu

reE

DU

Pre

view

Web

inar

Step 5: Solutions

Adv

entu

reE

DU

Pre

view

Web

inar

SUMMARY & ACTIONS

2 Explore your Top Conversion Paths aka customer journey(s)

3

1 Check your Ecommerce and Goal tracking setup

Quantify value of indirect activities

4 Identify new opportunities