6 Steps to Using Hotel Data to

Optimize Campaign Marketing

Analyzing site data can be tricky,each website visitor brings a new experience and a new data point to the table.

However, these simple steps make it easier to engage your guests and evaluate the effectiveness of your campaigns.

Step 1 : Determine Key Segments of TrafficBreak down site traffic into segments based on visitor conditions.

For example:[First Time Visitors] [Repeat Visitors] [Never Converted] [X number of Visits] [Visitor from Mobile Device]

This allows for data to be easily analyzed and content to be personalized.

Remember: Each visitor may still behave differently, but segmenting gives marketers a better overall understanding of their traffic.

Step 2: Choose Segments less likely to Book

After you’ve identified top segments of traffic coming to the site, identify which group is less likely to book.

This can be analyzed through a number of filters (referring source, landing pages, geolocation, keyword search, etc.)

With the visual targeter tool, hotels can identify the top segments of their traffic that are booking at lower rates.

Step 3: Create Targeted, Personalized CampaignsSmall and unique profiles can be created to target the people who are not booking as often.

Custom content and campaigns should appeal to their interests.

For example: Site visitors coming from mobile devices, within the hotel city are less likely to book.

Solution: Highlight local deals and give them easy access to a customer service portal rather than display a discount they likely don’t qualify for.

Step 4 : Test ContentA/B Testing : Comparing 2 different campaigns to evaluate which performs better within the selected segment

Key: Duplicate campaign to change color/ text/ image but keep content targeted towards the same audience

Control Group testing:Testing a campaign or single piece of content to drive bookings

Content is tested by visit length, return visit, and overall booking rates to determine its success.

Step 5: Determine the Core Campaign for Each SegmentAfter testing, it will be clear which colors/images/ text perform the best.

Now, find out which will work best among various segments.

This can be analyzed by tracking click through rates, submissions, social following, or just overall bookings.

The results should be compared against the data reported prior to the campaign as well as against other segments or industry data.

Step 6: Recycle, RepeatThe best campaigns are ones that are continually tested and tweaked while always keeping the customer’s changing needs in mind.