By Your Name

RESHMA BRAHMBHATT

GOOGLE ANALYTICS SETUP AND MARKETING STRATEGY

Table of Contents Goal ……………………………………………….…. 3

Company’s Purpose……………………………………..4

Target Audience………………………………………...5

Pages and Functionality………………………………..6

Site’s Goal……………………………………………...7

Landing Pages………………………………………...13

Wedding Campaign …………………………………..14

Understanding Visitors …………………………....….16

Summary …………………………………………....17

Goal

As the Director of Marketing for Ladera Resorts, the company will create a digital marketing strategy by employing Google Analytics to

achieve both macro goal of reservations that are made and through the micro conversion goals.

3

Company’s Purpose

The purpose of Ladera’s website is provide information on the resort that is located in St. Lucia in the West Indies. The website offers information on St. Lucia, pricing, and everything else you need to have a romantic vacation with your significant other

4

Target Audience

Newlyweds’ honeymoon

Couples needing a getaway 5

Pages and Functionality The Resort

Accommodations

Press

Rates and Special Offers

Gallery

Contact Us

Wedding

Dining

Activities

● Overview on property and its features

● Natural Landing Page

● The amenities of the resorts and the specific amenities of different types of suites

● Lists all the activities the resort offers under the “Immerse yourself in island lifestyle

● Different packages and details of the packages

● Eligibility for free wedding for booking certain days

● Options the resort’s restaurant Dasheene offers that are all made by a top notch chef

● Honeymoon package● Anniversary getaway package● Great escape package● Different Rate offerings

● Photos of the property● Videos of the property

● Awards and accolades ● Press releases ● Press Coverage

● Contact info for guest services, restaurant, marketing, and reservations

● Personalized request option 6

Site’s Goals

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Sep 1 Sep 8 Sep 15 Sep 22

Implementing goals on specific pages on Ladera’s website via the view level in Google Analytics, we can see who visits the page, how many pages they visit, how long they spent on the page, and the events that were triggered .

If the goal has a monetary value, Ladera can see which has the highest conversion rate and analytics records this as conversion

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Micro and Micro GoalsLadera’s Macro Goal:

Customers who make a reservation

Ladera’s Micro Goal: Site views, pageviews, brochure downloads, email subscriptions, contact form requests,

availbility requests

Macro Conversion Funnel

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Attract : ads running on websites geared toward wedding planning

Convert : Guests using the reservation option on website or wedding campaign landing pages

Close : Reminder emails of offers and possible referral discount Delight : Keep up to date on surveys for future improvements and rebooking

Setting up Goals

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Goal Types

Goal Types for Ladera

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Destination: The number of visitors that reach the Make a Reservation page to determine serious clientele

Duration: Visitors who spend 10 or more minutes researching the resort

Pages/ Screens: 3 or more pages are visited to track seemingly interested visitors

Events: Event goals assigned to brochures, email list, availability list, etc 11

Geographic Specific Filters

In addition to tracking goals, Google Analytics also provides a way to illustrate to region sales directors in various countries and continents with region specific data by implementing filters to only include specific data.

To set up a regional filter: 1. Filter Type > Include Filter

2. Filter Field: Country

3. Filter Pattern: Countries included in region

12

Landing Pages

Resort

Wedding

13

Wedding CampaignWe will track the activity of users that are on the wedding landing page with this wedding

campaign by implementing custom URL builders in Google Analytics.

Essentially, the URL builder helps us by adding parameters that the company will use in email campaigns and others in the future. A custom campaign would consist of a campaign that is

not using Adwords autotagging features. When a customer clicks on a custom link, the parameter is sent to the analytics account so

you can identify the most common URLs.

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Wedding CampaignWe can advertise Ladera through:● Adword campaign● Paid Facebook ads● Sponsored Pinterest boards

To implement we will need to create 3 different URLs for each by filling out● Wedding page URL● Campaign Source● Campaign Medium● Campaign Term● Campaign Content● Campaign Name

15*** This information will give us a clear idea on ROI

and the effectiveness of the marketing ***

Understanding the Visitor

New v. Returning Visitors : to aid in the customer process and find out if new or returning customers are more valuable

Device Type : where customers are access information about Ladera

Time on site : to see how long customers take in researching and making a reservation

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RESHMA BRAHMBHATT

Summary

By using the digital marketing strategies outlined, we have been able to identify the company’s goals, both macro and micro by tracking various micro conversion goals through duration, pages, events, and visitors. We have enabled filters to provide more regionally specific data. We have implemented a URL builder to show significance wedding marketing and ROI conversion. Finally, we were able to use key metrics to better understand the clientele.

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“Ladera is beyond compare. & then some”William O on TripAdvisor