Santa Maria Valley MARKETING ANALYTICS REPORT - DECEMBER 2017
Website and Digital Marketing Analytics Summary
With the closing of the 2017 calendar year, Santa Maria Valley is now able to reflect on a year’s worth of performance data to begin identifying trends, seasonality, and the impact of special events and media placements.
SantaMariaValley.com had an average of 250 sessions per day with the total number of sessions at 7,749 for the month of December. It was another strong month for organic traffic. Of the total number of sessions, 45% were organic. In looking at year-over-year performance, that’s a 188% increase. Knowing that user sessions and organic traffic is what drives a successful DMO, this is an excellent news and a performance trend to continue building on. Total unique conversions were up 48% year-over-year with 6.97% of sessions converting. There were 71 outbound hotel clicks and 138 outbound attraction clicks.
Paid sessions contributed to 36% of overall sessions in December. We’re continuing to optimize our digital ads and tighten up the targeting to ensure we can come to a happy balance of strong impressions and positive on-site behavior. KPS3 is also conducting a website audit to determine how some of the landing pages we point to in our digital ads can encourage more time on site and pages per session.
There were 126 website sessions in December that came organically from Facebook - this was up 94% month-over-month. There were a total of 16 Facebook posts in December that garnered 185 reactions, 48 comments and 27 shares. The post with the most reactions was Foxen Canyon Wine Trail’s Christmas on the Trail. Monthly newsletter subscribers are up slightly with a grand total of 11,857 contacts. We expect our newsletter subscribers to have a spike in the coming months as a result of the Yosemite Journal promotion. We’ll be revisiting the Santa Maria Valley monthly newsletter content strategy to deliver more customized, targeted messages in 2018.
Santa Maria Valley DECEMBER 2017 EXECUTIVE SUMMARY
P R E P A R E D B Y K P S 3 K P S 3 . C O M2
PERFORMANCE DEC CUMULATIVE 7/1/17 - 12/31/17
Website Sessions 7,749 55,432
Organic Sessions 3,480 26,998
Outbound Hotel Clicks 71 543
Total Conversions 469 2,845
Regional/National PR Stories 3 80 (Jan-Dec 2017)
BEHAVIOR METRICS DEC 6-MONTH AVERAGE
Average Page Per Session 2.04 2.18
Average Time on Site 1m21s 1m32s
Bounce Rate 63% 60%
Santa Maria Valley 2017: SESSION TREND LINES
5,000
10,000
15,000
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Total Monthly Sessions
P R E P A R E D B Y K P S 3 K P S 3 . C O M
TOTAL SESSIONS
3,000
6,000
9,000
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Search Sessions
120,011
3,000
6,000
9,000
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Paid Sessions
500
1,000
1,500
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Social Sessions
SEARCH
47,904
PAID
37,422
SOCIAL
5,034
3
Wine Trolley Tickets
Susan Righetti
Media Transition
Santa Maria Valley 2017: BEHAVIOR & CONVERSION TREND LINES
40
80
120
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Avg. Session Duration (Seconds)
P R E P A R E D B Y K P S 3 K P S 3 . C O M
SESSIONDURATION
1
2
3
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Avg. Pages per Session
1m33s
30.00
60.00
90.00
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Avg. Bounce Rate (%)
600
1200
1800
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Conversions
PAGES PER SESSION
2.20
BOUNCE RATE
60.14%
CONVERSIONS
7,789
4
Getaway Entries from Variety of Paid Email Campaigns
TRAFFIC SOURCES - YEAR/YEAR
150
300
450
600
Dec. 1 Dec. 15 Dec. 31
Daily Sessions - Dec. 2017 Daily Sessions - Dec. 2016
Santa Maria Valley DECEMBER 2016 vs. DECEMBER 2017: WEBSITE OVERVIEW
TOTAL SESSIONS SESSION % CHANGE (YOY) AVG. SESSION DURATION BOUNCE RATE
7,749 ! 31% 1m21s 63%Avg. 250 sessions/day 7,749 in 2017 vs. 5,918 in 2016 vs. 1m24s in 2016 vs. 60% in 2016
P R E P A R E D B Y K P S 3 K P S 3 . C O M5
SearchDirectReferralSocialEmailPaid
20172016
Organic Search(Christmas Parades) 2016 Paid Email Campaign
Organic Search& Email
Organic Search(NYE Events)
36% 45%
8%5%
4%
2%
51%
20%
10%
12%
4%2%
TOP PAGES BY PAGEVIEWS PAGEVIEWS
hotels & motels 1,667
things to do 1,533
events 1,482
getaway 1,234
homepage 861
56th Orcutt Christmas Parade 448
events (p. 2) 342
attractions 333
wine country 256
getaway thank you page 249
TOP US CITIES SESSIONS
Los Angeles 1,387
Santa Maria 802
San Francisco 599
Orcutt 404
Lompoc 276
San Jose 123
Bakersfield 112
New York 112
Lancaster 107
Sacramento 82
GENDER TRAFFIC BY SESSIONS
1,975 1,496
0
225
450
675
900
18-24 25-34 35-44 45-54 55-64 65+
Santa Maria Valley DECEMBER 2017: DEMOGRAPHICS & TOP PAGES
P R E P A R E D B Y K P S 3 K P S 3 . C O M6
SESSIONS BY US LOCATION (ALL VISITORS)
6
Conversions DECEMBER 2017
LIFETIME GETAWAY ENTRIES GETAWAY ENTRIES NEWSLETTER SIGNUPS UNIQUE EMAIL ENTRIES
5,700 231 29 260vs. 150 in Dec. 2016 (+54%) vs. 16 in Dec. 2016 (+81%) vs. 166 in Dec. 2016 (+57%)
Santa Maria Valley DECEMBER 2017: CONVERSIONS
UNIQUE CONVERSIONS CONVERSION RATE OUTBOUND HOTEL CLICKS OUTBOUND ATTR. CLICKS
469 6.97% 71 138vs. 316 in Dec. 2016 (+48%) vs. 6.40% in Dec. 2016 (+9%) vs. 45 in Dec. 2016 (+58%) vs. 105 in Dec. 2016 (+31%)
P R E P A R E D B Y K P S 3 K P S 3 . C O M8
Search Direct Referral Social Email Paid
ALL CONVERSIONS HOTEL CLICKSGETAWAY ENTRIES
CONVERSIONS BY TRAFFIC SOURCE
0.2%
48%
25%
14%
7%
6%
63% 27%
3% 3%1%
86%
8% 3%1%1%
# of Outbound Hotel Clicks
Los Angeles 44%
San Francisco 6%
San Jose 5%
Anaheim 3%
Long Beach 3%
HOTEL OUTBOUND LINK CLICKS
Best Western 11
Fairfield Inn 11
Holiday Inn 9
Motel 6 9
Candlewood Suites 8
Historic Santa Maria Inn 7
Radisson Hotel 5
Days Inn 3
Motel 6 South 2
Solaire Inn & Suites 2
Santa Maria Valley DECEMBER 2017: CONVERSIONS
P R E P A R E D B Y K P S 3 K P S 3 . C O M9
ALL CONVERSIONS BY LOCATION
GETAWAY ENTRIES BY LOCATION
OUTBOUND HOTEL CLICKS BY LOCATION
TOP 5 ATTRACTIONS
OUTBOUND CLICKS
The Hitching Post 10
Far Western Tavern 7
Downtown Fridays 7
Monarch Butterfly 6
Santa Maria Inn (Dining) 5
Los Angeles 29%
San Francisco 7%
Santa Maria 4%
Orcutt 4%
Lancaster 3%
Los Angeles 32%
Lancaster 5%
Bakersfield 4%
Oxnard 4%
San Francisco 4%
OUTBOUND ATTRACTION CLICKS BY LOCATION
Los Angeles 15%
San Francisco 14%
Santa Maria 10%
Orcutt 8%
Lompoc 6%
Earned Traffic DECEMBER 2017
TOP 5 CITIES SESSIONS (YOY)
Santa Maria 795 (+118%)
Los Angeles 582 (+115%)
San Francisco 534 (+279%)
Orcutt 401 (+643%)
Lompoc 271 (+323%)
TOP PAGES PAGEVIEWS
events 1,336
homepage 820
things to do 662
orcutt christmas parade 447
getaway 357
events page 2 320
wine country 243
nye at santa maria inn 240
the scoop on santa maria pinquito beans
234
orcutt christmas parade organizer
225
Santa Maria Valley DECEMBER 2017: EARNED TRAFFIC ON-SITE BEHAVIOR
125
250
375
500
Dec. 1 Dec. 15 Dec. 31
Daily Earned Sessions - Dec. 2017 Daily Earned Sessions - Dec. 2016
EARNED SESSIONS % CHANGE (YEAR-OVER-YEAR) BOUNCE RATE
4,984 ! 73% 58%Average sessions per day: 161 2,883 earned sessions in Dec. 2016 vs. 51% in Dec. 2016
AVG. SESSION DURATION AVG. PAGES/SESSION
1m44s 2.29vs. 1m57s Dec. 2016 vs. 2.69 in Dec. 2016
EARNED SESSIONS BY LOCATION
53%
P R E P A R E D B Y K P S 3 K P S 3 . C O M1 1
Search Referral DirectSocial Email
48% SEARCH
Search Direct ReferralSocial Email
EARNED SESSIONS BY SOURCE
EARNED CONVERSIONS BY SOURCE
“Fresh Take” EmailSearch (Christmas Parades)
Search (Christmas Parades)
70%13%
8%6%
3%
TOP SEARCH IMPRESSIONS IMPRESSIONS
santa maria 28,730
santa maria parade of lights 2017
979
things to do in santa maria 965
santa maria christmas parade 2017
944
pinquito beans 804
santa maria valley 723
santa maria christmas parade
637
orcutt christmas parade 2017
562
shaw’s steakhouse 483
christmas parade 467
TOP 5 CITIES SESSIONS (YOY)
Santa Maria 595 (+289%)
San Francisco 433 (+448%)
Los Angeles 415 (+217%)
Orcutt 318 (+997%)
Lompoc 206 (+587%)
ORGANIC SEARCH VISITS ORGANIC TRAFFIC % CHANGE (YOY) BOUNCE RATE
3,480 ! 188% 60%Average search visits per day: 112 1,209 organic search sessions in Dec. 2016 vs. 53% in Dec. 2016
AVG. SESSION DURATION AVG. PAGES/SESSION
1m36s 2.06vs. 1m40s Dec. 2016 vs. 2.44 in Dec. 2016
Santa Maria Valley DECEMBER 2017: ORGANIC SEARCH
ORGANIC SESSIONS BY LOCATION
53%
25%
P R E P A R E D B Y K P S 3 K P S 3 . C O M1 2
100
200
300
400
Dec. 1 Dec. 15 Dec. 31
Daily Sessions - Dec. 2017 Daily Sessions - Dec. 2016
TOP PAGES PAGEVIEWS
events 1,037
Things to do 459
Orcutt Christmas Parade 402
homepage 371
Events (page 2) 244
NYE Santa Maria Inn 213
Orcutt Christmas parade group
210
Pinquito Beans 204
Wine country 182
Parade of Lights 151
Search (Christmas Parades)
Search (Christmas Parades)
KEYWORD CURRENT RANKING
santa maria events 1
santa maria wine country 1
santa maria wine tasting map 1
santa maria valley bird watching 1
santa maria wine(ries) map 1
santa maria valley wine tasting 2
santa maria valley bbq 2
santa maria valley 2
santa maria varietal 3
santa maria things to do 3
santa maria attractions 4
santa maria valley style bbq 4
things to do in santa maria 4
santa maria valley grill 5
santa maria 6
santa maria wine tasting 6
santa maria downtown 8
santa maria lodging 8
santa maria to pismo beach 8
guadalupe dunes reserve 8
P R E P A R E D B Y K P S 3 K P S 3 . C O M1 3
Santa Maria Valley DECEMBER 2017: GOOGLE RANKINGS SNAPSHOT
Santa Maria Valley DECEMBER 2017: EMAIL CAMPAIGNS
SUBSCRIBERS OPENS CLICKS
11,857 1,387 181up 0.4% over Nov. (11,812) up 10% over Nov. (1,266) down 2% over Nov. (185)
53%
25%
MONTHLY NEWSLETTER
SUBSCRIBER LIST
RECIPIENTS OPENED OPEN RATE
CLICKED CTR BOUNCED BOUNCE RATE
UNSUBSCRIBE UNSUBSCRIBE RATE
Monthly Newsletter
List11,791 1,378 11.74% 180 1.53% 55 0.47% 95 0.81%
Yosemite Leads
50 9 18.00% 1 2.00% 0 0.00% 2 4.00%
CA Visitor Guide
10 0 0.00% 0 0.00% 1 10.00% 0 0.00%
Sunset Magazine
6 0 0.00% 0 0.00% 0 0.00% 0 0.00%
P R E P A R E D B Y K P S 3 K P S 3 . C O M1 4
Santa Maria Valley DECEMBER 2017: EARNED SOCIAL MEDIA
53%
25%
FOLLOWERS +/- MOM # OF POSTS COMMENTS REACTIONS/
LIKES SHARES WEBSITE VISITS
FACEBOOK 5,392 +15 16 48 185 27 126
INSTAGRAM 514 +37 17 30 664 N/A 2
TOP POSTS
P R E P A R E D B Y K P S 3 K P S 3 . C O M1 5
551 Reach 11 Reactions
683 Reach 89 Reactions
68 Likes 4 Comments
68 Likes 6 Comments
60 Likes 7 Comments
Paid Digital Media DECEMBER 2017
PAID SESSIONS BY LOCATION
TOP 5 CITIES SESSIONS (YOY)
Los Angeles 803 (+212.45%)
Lancaster 99 (-63.60%)
Bakersfield 95 (-84.94%)
New York 91 (+4,450%)
San Francisco 64 (+16.36%)
TOP PAGES PAGEVIEWS
Hotels & Motels 1,492
Getaway 877
Things to do 869
Thanks for entering 160
Events 144
Attractions 122
Holiday Inn 53
Homepage 35
Santa Maria Inn 33
Best Western 31
Santa Maria Valley DECEMBER 2017: PAID TRAFFIC ON-SITE BEHAVIOR
100
200
300
400
500
Dec. 1 Dec. 15 Dec. 31
Daily Paid Sessions - Dec. 2017 Daily Paid Sessions - Dec. 2016
PAID SESSIONS % CHANGE (YEAR-OVER-YEAR) BOUNCE RATE
2,765 " 8.9% 73%Average sessions per day: 89 3,035 paid sessions in Dec. 2016 vs. 69% in Dec. 2016
AVG. SESSION DURATION AVG. PAGES/SESSION
0m39s 1.59vs. 54s Dec. 2016 vs. 1.73 in Dec. 2016
53%
P R E P A R E D B Y K P S 3 K P S 3 . C O M1 7
StackAdapt AdWordsFacebook TripAdvisorMatador
PAID SESSIONS BY SOURCE
AdWords StackAdaptTripAdvisor FacebookMatador
91% ADWORDS
PAID CONVERSIONS BY SOURCE
48%
26%
2%
6%
1%
2016 Paid Email Campaign
CHANNEL IMPRESSIONS AVG. CPM CLICKS CTR % SPENT
TripAdvisor (Display + Video)
58,264 $17.27 39 0.07% $1006.24
StackAdapt (Native Display + Retargeting)
300,937 $2.51 1,269 0.42% $754.37
CLICKS AVERAGE COST-PER-CLICK IMPRESSIONS
3,871 $1.28 501,231+11% from November -44% from November -33% from November
Santa Maria Valley DECEMBER 2017: PAID DIGITAL MEDIA
AWARENESS-BASED PAID DIGITAL MEDIA
CHANNEL CLICKS CTR AVG. CPC CONVERSION CONVERSION RATE IMPRESSIONS SPENT
Google - Hotels 1,431 2.84% $1.82 60 (Hotel) 4.19% 50,364 $2600.03
Facebook - Getaway
1,132 1.23% $0.52 125 (Entries) 11.04% 91,666 $588.79
ENGAGEMENT-BASED PAID DIGITAL MEDIA
P R E P A R E D B Y K P S 3 K P S 3 . C O M1 8
Traditional Media DECEMBER 2017
Santa Maria Valley DECEMBER 2017: TRADITIONAL MEDIA
53%
25%
PRINT PUBLICATIONS
LEAD SOURCE # NEW LEADS TOTAL LEADS YTD
Yosemite Journal 48 8,810
CA Visitor Guide 10 282
Sunset Magazine 6 105
PUBLICATION RUN DATE CIRCULATION COST
Touring & Tasting Summer / Fall 2017 60,000 (2016-17 Budget)
SLO Vintages Magazine September 2017 118,000 $1,895
Sunset Travel Chronicles (CCTC Co-Op) October 2017 1.25 MM $9,500
Yosemite Journal (CCTC Co-Op) December 2017 100,000 $5,695
Travel 50 & Beyond Winter 2018 115,000 $4,182
Travel Guide to CA Spring 2018 100,000 $5,595
CCTC Map (CCTC Co-Op) TBD - 2018 225,000 $1,000
Sunset Roadtrip (CCTC Co-Op) June 2018 1.25 MM $2,930
PRINT TOTAL $32,492
FPO
Yosemite Journal Travel 50 & Beyond
WINTER PRINT PLACEMENT SAMPLES
PRINT PUBLICATION LEADS
2 0P R E P A R E D B Y K P S 3 K P S 3 . C O M
Media Update DECEMBER 2017 CONTENT AND PR HIGHLIGHTS
Santa Maria Valley Media Update DECEMBER 2017 CONTENT AND PR HIGHLIGHTS
EXECUTIVE SUMMARY:
The Santa Maria Valley ended 2018 with many great PR and content highlights. We marked 80 regional/national stories for
the year. In December, the biggest highlight was being a part of VisitCA’s statewide promotion for California Restaurant Week
coming in January 2018. The PR relationship continues to generate results for our region. In addition, Matador Networks ran
its latest post on 11 experiences to have in and around the Santa Maria Valley, highlighting Santa Maria experiences as well as it
being an ideal home base for other culinary, wine and outdoor activities.
• Advisor, All-Star Cast of Master Sommeliers, Wine Industry Leaders and Hospitality Professionals Set to Convene at “Wine Speak Paso Robles” Jan. 9-11
• Wine Spectator, Nancy Silverton’s Garlic-Rubbed Steak with Scallion Vinaigrette to Celebrate the New Year
• San Francisco Chronicle, Tasting notes: New sparkling wines of the West Coast
• D Magazine, What to Drink Now: California Chardonnay
• Wine Enthusiast, American Chardonnay For While You Cook (and With Dinner)
• VisitCA, California Restaurant Month, Central Events
• VisitCA, California Whets Your Appetite for 2018 with Eighth Annual California Restaurant Month
HERE ARE THE SELECTED HIGHLIGHTS FOR THE MONTH:
San Francisco Chronicle VisitCA
BLOG POSTS
The Foxen Canyon Wine Trail Presents Christmas on the Trail
Annual Santa Maria Valley/Guadalupe Christmas Bird Count Carries on Tradition
Santa Maria Valley Restaurant Week, January 14-20
No FAMs were hosted in December.
We have achieved 80 regional/national stories for 2017.
Matador Networks
Foxen Canyon Wine Trail
Santa Maria Valley Restaurant Week
• Arkansas Business, Presqu’ile Winery a Nod to Way of Life for Murphys
• Matador Networks, 11 incredible experiences to have in and around California’s Santa Maria Valley
• Wine & Spirits, Red Discovery