analytics 2.0: creating meaningful insight from your data
DESCRIPTION
From Google Analytics and Facebook Insights, to Smith Travel Research and visitor profiles, we're awash in data. Optimize your marketing campaign and spark visitation by understanding your visitor and gleaning actionable insights from your data.TRANSCRIPT
BIG DATA FOR BETTER CONSUMER CONNECTIONS
SCOTT FISH 32° DIGITAL
2014 Oregon Governor’s Conference on Tourism
ABOUT US – 32° DIGITAL
We help brands find and cultivate the best digital channels to successfully forge meaningful relationships with customers.
BREAK THE ICE WITH CONSUMERS
14 Years of Experience
Located in Portland
Specialize in Sports & Hospitality
Multi-Channel Strategy
2014 Oregon Governor’s Conference on Tourism
THE CHALLENGE
The Cape Cod Chamber of Commerce is an organization that advocates, educates and works on behalf of local businesses in the Cape Cod area of Massachusetts. The organization fulfills the role of promoting the Cape Cod area and businesses through offline and online channels to help improve the visibility for the 1,400 members. We were tasked with creating a digital marketing campaign that incorporated Remarketing Technology and Display Advertising to ultimately drive visitors to the member’s websites, provide additional visibility for a contest, increase email newsletter signups, and gain data to better understand the market.
Use $10k Ad Spend Effectively. $
Drive visitors to member sites & increase Newsletter signups.
Gain new insight about how to better market to Cape Cod’s potential visitors.
6
b
2014 Oregon Governor’s Conference on Tourism
s CONSUMER RESEARCH
• Organic Search Insights • Offline Marketing
Insights • Targeted Demographic
Data
CAMPAIGN DETAILS – RETARGETING TEXT & DISPLAY CAMPAIGN
r CAMPAIGN STRUCTURE
• Remarketing Channels • Site Targeting for
Display Ads • Blended Keyword
Strategy + Negative Keywords
4 ACTIVE MANAGEMENT
• Adjustments to targeted
sites • Day Parting + Day
Targeting • Category Cleansing • Image Ad Optimization
2014 Oregon Governor’s Conference on Tourism
CAMPAIGN MANAGEMENT STRATEGY
2014 Oregon Governor’s Conference on Tourism
CAMPAIGN MANAGEMENT STRATEGY
2014 Oregon Governor’s Conference on Tourism
CAMPAIGN MANAGEMENT STRATEGY
2014 Oregon Governor’s Conference on Tourism
RESULTS LOOK-IN
2014 Oregon Governor’s Conference on Tourism
FORWARD LOOKING STRATEGY
Focus on Family & Activities Home Page needs more activities content
Understand most important topics We know when visitors are more likely to click Strong signals for higher performing image ads Gained new SEO opportunities with site targeting
CAPE COD now understands the demographic make-up and topics that resonate well with their visitors – allowing content to be matched and future advertising to have a jump start.
ON THE HORIZON…. Beta test Image ads in Google Search as an extension. Integration into social + FB Ads Use of remarketing list for future seasonal campaigns.
2014 Oregon Governor’s Conference on Tourism
THANK YOU
32° DIGITAL
32digital.com
Scott Fish
DMO 2.0 Skip Engagement: From
Awareness To Conversion
Governors Tourism Conference Bend, Oregon April 28, 2014
Goals
1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant.
2. We'll share tools to measure Awareness generated from your media budget.
Goals
How much of your traffic or conversions
are from Search Engines?
DMO 1.0
The DMO bought advertising, engaged the consumer and published
Visitor Guides
Linear
Trip Planning Funnel
Consideration
Intent
Awareness
Decision
Travel
Share
Marketing strives to increase quantity through the funnel and getting efficiently from one to the next
• Visitor Guides • Web Traffic • Likes • Email • Leads
Why Skip Engagement
DMO 2.0
The DMO creates demand for the brand attributes
through Awarenes and they Convert.
Nimble
Why Skip Engagement
Why Skip Engagement
Consideration
Intent
Awareness
Decision
Travel
Share
Take Consumers to
Conversion from Anywhere
How The Heck?
Find A Unique Brand Attribute
What Happens Without Spending
Accountability
Transparency inspires trust
Accountability
Transparency inspires trust
Feeding Research Into Action Search Volume in Market
Feeding Research Into Action Search Volume in Fishing
Feeding Research Into Action Search Volume in Fishing
PTAT
Goals
1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant.
2. We'll share tools to measure Awareness generated from your media budget.
Thank You
www.slideshare.net/richardaburrell @richardaburrell
www.tourismintelligencegroup.com/indexes
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