travel distribution summit europe london, 2013€¦ · summer campaign), use the same...

Travel Distribution Summit Europe

London, 2013 Barbara Pezzi, Director Analytics & Search Optimization

This Session

Tracking Revenue & Engagement - Take a Holistic Approach to

Calculating Marketing & Social Media ROI

A few stats

A few stats

http://www.fournaisegroup.com/CEOs-Do-Not-Trust-Marketers.asp

A few stats

http://thebrandbuilder.wordpress.com/2013/01/07/2013-the-year-90-of-ceos-

will-lose-faith-in-marketers/

A few stats

First things first

MAKE

MONEY

GOAL

HOW?

GOAL

HOW?

GOAL

HOW?

SAVE

MONEY

GOAL

HOW?

GOAL

HOW?

GOAL

HOW?

KEEP THEM

HAPPY

GOAL

HOW?

GOAL

HOW?

GOAL

HOW?

Rule no1: Set your goals

• If you do not know what it is that you are trying to achieve, it becomes very hard to measure how successful you have been.

• Establish what the main goals of your online activities are and ensure these are tied to the company actual business goals and solve business questions. If the investment is in $, then the return also has to be in $. It can’t be impressions, likes or clicks.

• Goals do not have to be limited to ecommerce activities as long as they are tied to business values. Cost savings count too, ex: call centre savings, recruitment fees, market research..

• “ROI isn’t an afterthought: acquiring Twitter followers and Facebook likes won’t drive a whole lot of anything unless you have a plan. In other words, if your social media activity doesn’t deliberately drive ROI, it probably won’t accidentally result in any.” (Olivier Blanchard)

• Once goals have been established, select 2-3 actionable key performance indicators related to the goals in question and pick your channels/target audience.

• Example:

• Goal: increase online marketing profitability by x%

• KPIs: CPA, ROI, check out abandonment

• Channels: PPC, Email, Display

• Goal: increase membership of loyalty programme by x%

• KPI: online membership sign ups, membership email enquiries, loyalty brochure downloads

• Channels: Email, Social media, PPC


• http://www.magiclogix.com/blog/wp-content/uploads/2011/12/infographic-socialmedia62B.jpg

http://www.magiclogix.com/blog/wp-content/uploads/2011/12/infographic-socialmedia62B.jpg






• If you have not done so already, make sure your goals are set up in your web analytics tool

Rule no2: Set up your tracking

• Tag all your campaigns including your social media posts with tracking codes using GA URL builder

• :

http://bit.ly/ga-campaign-tool



• A few tips when using tracking URLs:

• GA is case sensitive. Ensure you always type fixed values like traffic source/medium in the same way. It may be easier to create an excel doc if more parties are involved, with pre-typed values

• Use the same “medium” across your campaigns, ex: ppc, social-media, email, etc..

• If you are running the same campaign across multiple channels (ex summer campaign), use the same “campaign” value in your tracking codes across all channels and just change the source, if you need aggregate campaign results

• Do not use special characters like “&, @,^” – separate words with underscores or dashes

• Develop a tracking naming convention and keep a record, for easier reference or in case of staff turnover

• Aggregate data works on the assumption that all site visitors are identical. Aggregate data cannot be actioned. Data without action is a pointless exercise.

• Every site visitor is unique, each with their own behaviour, intent and requirements.

• Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyse. Ex: new visitors vs returning ones, social media vs email, convert vs did not convert, organic vs paid traffic, etc.

Rule no3: Segment everything


• Regex: ^\s*[^\s]+(\s+[^\s]+){2,}\s*$

• or click on

• https://www.google.com/analytics/web/permalink?type=advanced_segment&uid=1FgpQ85QRvO9sN_n-Q_MuA

https://www.google.com/analytics/web/permalink?type=advanced_segment&uid=1FgpQ85QRvO9sN_n-Q_MuA




Rule no4: it has to be useful

•http://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-experiment-act/

http://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-experiment-act/













Rule no4: it has to be useful

• Start by analysing the performance and ROI of your current marketing investments, be it Social Media, Pay Per Click, EDMs… and establish what is working and what is not.

• Are there any traffic sources (ex. a search engine or a new referring site) showing promising results? Should you be investing more?

• Are all countries performing equally well? Do you need to add new languages to the website?

• Pick an hypothesis and follow through.

• It is not about reporting or measurement. It has to be useful and actionable. If you are not gaining valuable insights, revisit your metrics.

• Goal: optimise and expand hotel PPC campaign

Measurement Process/Tools: PPC

• Goal: optimise and expand hotel PPC campaign


• Start by comparing each campaign and/or ad group. Look at:

• Landing pages

• Regions (for large countries, ex US)

• Content viewed

• Keywords used

• Time partying (when did they buy the most?)

• Ad position and ad text


• Use your segments


• Don’t forget to check your match type share/keywords (NOTE: ensure your Adwords

account is linked to your GA account)


• Are there new countries worth including in the campaign?


• A few months later..

Measurement Process/Tools: social media

•Start by comparing “your traffic” vs other traffic from the same channel

• Goal: optimise and expand social media traffic/revenue

Measurement Process/Tools: social media

•Review aggregate data: ex by country, most popular pages, day parting

Measurement Process/Tools: campaign report

•Review each post results by site usage, goal completion, ecommerce

Measurement Process/Tools: advanced segments

Measurement Process/Tools: loyalty

Measurement Process/Tools: content

Measurement Process/Tools: Goal Flow

Measurement Process/Tools: Multi-Channel Funnels

Measurement Process/Tools: Custom Variables

code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html

Measurement Process/Tools: Custom Variables

Visit vs Visitor: $34,792 vs $125,131

Measurement Process/Tools: Social Reports


•View your most shared content


•Activity stream


•Filter by network

Measurement Process/Tools: keep records

•Make the most of Google Analytics Annotations

Measurement Process/Tools

• After just a few clicks in you web analytics tool you now know:

• Which posts sent you the highest amount of quality traffic

• Which site is more effective for which type of promotion/goal

• Where are your followers located. New markets?

• What content do they consume and how they interact with it

• Overall effect of your SM activities

.

Measurement Process/Tools

• In your ROI calculation take:

• Booking/Revenue for each post and site

• Overall conversion uplift / booking increase which can be directly tied to your SM efforts

• Don’t forget your costs and assisted conversions

• Based on your business goals you can add:

• New loyalty members sign-ups

• Revenue per visit for each site

• Savings (ex call centre fees, earned traffic, head hunting fees..)

• PR exposure for article retweets

• Additional traffic generated by SM x Average CPC (or SEO cost per visitor)

Theory in practice. A year later....

A few additional tools

www.google.co.uk/tagmanager/

Google Tag Assistant: chrome

browser extension

http://www.google.co.uk/tagmanager/


• http://analytics.blogspot.co.uk/2011/10/webmaster-tools-in-google-analytics-for.html

http://analytics.blogspot.co.uk/2011/10/webmaster-tools-in-google-analytics-for.html












http://www.pinfluencer.com/


http://www.truesocialmetrics.com/

http://www.truesocialmetrics.com/


http://crowdbooster.com/features/

http://crowdbooster.com/features/


http://twtrland.com

http://twtrland.com/


http://www.allmyplus.com


http://www.extendedresults.com/products/twitteranalytics/ (excel 2010/2013)

http://www.extendedresults.com/products/twitteranalytics/

A few additional tools (just for fun)

http://blog.visual.ly/turn-your-websites-google-analytics-report-into-an-infographic/



















http://twistori.com/

http://twistori.com/


http://toriseye.quodis.com/

In conclusion:

• Tie your online marketing goals to your business goals and then measure accordingly. Don’t measure activities but results.

• It is not about reporting or measurement. It has to be useful and actionable. If you are not gaining valuable insights, revisit your metrics. Where can you actually make a difference?

• Start with a free web analytics tool before you invest in a paid solution. If you do not have a solid analytics strategy in place, and the human resources to manage it, even the most expensive and sophisticated tool will be next to useless.

• Segment, segment, segment. No all visitors are equal.

• No size fits all solution. Make it relevant to your business.

“"Not everything that counts can be counted, and not everything that can be counted counts.“

(Albert Einstein)

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