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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
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
