Ladera Measurement Strategy RecommendationKenneth L. Cochran II

About Ladera

Ladera is a romantic getaway resort that provides superior paradise quality for wedding and honeymoon experience. This resort exposes guests to the surrounding beautiful and natural landscape in a unique way by placing them in the midst of a grand secluded paradise. This location make the resort difficult to reach. While on one hand the secluded location makes the resort’s unique experience, it also makes marketing more difficult.

This dynamic of Ladera makes online channels of communication more important. Ladera’s primary mode of communicating with it is through Ladera.com. The site delivers information about the resort, activities at the resort, wedding packages, dining options, pricing, visual images of site and information on recognition Ladera has received. Laderacan increase the effectiveness of its website and its communications by creating & executing a digital marketing strategy.

Target Audience

HoneymoonersBrides and Grooms

(Weddings)Romantic

Getaways/Vacations

Newlyweds can do the following:Special diningOutdoor activitiesWeddingsReceptions Honeymoons

Main Pages and Functionality

The Resort: (home) Overview and background, benefits provided, info on offers and packages and photos

Accommodations: Info on services, luxuries offered and nature scenery opportunities. Example: Maid Services, shuttle services, room service

Activities: info on fun activities at resort such as horseback riding, rainforest tours, zip line, cruise

Wedding: info on wedding options and packages. Packages include Romance in Paradise and Wedding in Paradise

Dining: meal plan option, dress code, hours of operation, wine cellar info, contact info included on this page

Rates and Special Offers: info on special offers and promotions. Site visitors can click “Book Now”

Galley: provide photos of experience

Press: info from press sources to give testimonials an other outside perspective

Make a Reservation: make reservations online

Conversion Funnel

1) Build Awareness: use social media and online channels to run campaigns inform consumers and build interest

2) Consideration: This occurs when buyer clicks on social media advertisement

3) Preference: Based on what the customer has seen they will decide whether or not the would like to explore what Laderahas to offer

4) Action: Buyer will take action that is in line with completing macro goal (i.e making a reservation)

5) Goal Completion: Book a suite

Goals

Macro Ecommerce goal 1: Booking a Suite/Making a reservation Ecommerce goal 2: Purchasing wedding packages

Booking a Suite/Making a Reservation

One of Ladera’s primary goal overall and through its online channel is to book a certain capacity of suites per

day, per month and per year. The booking of a suite also result in

additional conversions based on the activities that couples participate in

while at the resort.

Purchasing a Wedding Package

Ladera provides wedding packages that couple can purchase; Romance in Paradise and Wedding in Paradise. The purchase of these package would classify as a macro conversion.

Micro Conversions

Why Set Up Goals?

Track how many people visit a page Track how much money they How long they were on a page

This is useful because they allow you to collect valuable data on how visitors are using the site

Setting up Goals

Filtering Views

Step 1) In Ladera, select filter field Geographic LocationStep 2) Ladera specifies location matchesStep 3) Choose data that meets the condition

When the filter is optimized Google Analytics will be able to tell Ladera where specific customers are coming from and what traffic sources the consumer are using.

Filter name could be the specific region that Ladera wishes to obtain

The filter should include data from region in study

Wedding Campaigns

The main lading page for a campaign for weddings would be the “Weddings” page of Lader.com. Campaigns should be placed on Facebook, Twitter, and Pinterest. Because on Facebook Ladera has a lot of “likes” on Twitter they can easily communicate the Weddings Campaign to followers, and on Pinterest they can spark a lot of inspiration in newly engaged women because they will look at Pinterest for their wedding planning needs. How to construct URL’s for the campaign. First enter the destination URL for your ad, for example, http://www.ladera.com/romantic

Building the URL

This tool allows you to build a URL for a website campaign. You only want to construct one URL at a time. The URL builder is found in the Google Analytics Help box, type in URL builder and the steps will pop up. Generating URL’s in this way provides insights into the conversion rate of the guests by seeing how many people clicked on the promo and how many people actually booked a stay which also answers ROI metrics. This helps the managers understand how their marketing investment is actually making them money at Ladera and if there are some marketing campaign strategies that are not working and the manager needs to divest in that campaign.

Tracking Visitors

New v. Returning Visitors: to see if Ladera is gaining new visitors or if most of the traffic on ladera.comis created by visitors who have been to the site before.

Device Type: to see from what device the majority of your audience is accessing ladera.com. Then determine if ladera.com is designed well for these devices.

Segmenting and Measuring Visitors

There are a few ways to measure the visitors that are tracked on the site. They are as follows:

Geography: Segmenting visitors based on geography will allow to see where most of your visitors live and would be coming from. Based on this information you can gauge whether most business is local or identify different ways to target visitors.

Bounce Rate: to gauge the effectiveness of landing pages. This will give us information on what landing pages can be improved.

Attribution Reports: -First Interaction Model: identifies first channel of interaction to see

where customers -Last Non-Direct Click Model: what pages do most visitors come from

Summary and Recommendation

In conclusion, Ladera is a secluded honeymoon, wedding and vacation location that can improve its reach, interaction and customer base through it website. To effective improve these factors this measurement strategy will provide insight on how Ladera can monitor and improve his site.

1) Ladera should use social media to improve its reach and interaction with customers. Social media will build awareness by share photos and videos of resort experience and by providing promotions. Track effectivenss with Google Analytics

2) Ladera should also use Adwords to increase search finds and links to the site.

3) Ladera should launch campaigns and track effectiveness with Google Analytics.