Measure then Manage.pptVIP

Measure then Manage Turning Web Analytics into Action Power Tools Tag based Real time Geo tracking Conversion tracking Segmentation … Metrics that matter Power Tools Omniture CoreMetrics WebTrends Google Analytics ClickTracks FireClick Metrics That Matter What should I measure? What’s the most important metric to track on your website? Most Important Metric Visits Unique visits Time spent on site None of the above There’s no such thing as most important Setting Goals S.M.A.R.T. Goals Specific Measurable Agreed upon Relevant Time-based Signals of Intent to Travel Why You Need to Care Common consistent ROI Improve performance Spend more wisely What You Can Measure Banners SEM Content Social Media PR Link Management … 10 Commonly Used SITs 1. Ordering a visitor guide online 10 Commonly Used SITs 2. Signing up for an email newsletter 10 Commonly Used SITs 3. Visiting a deals, specials or packages page 10 Commonly Used SITs 4. Visiting the detailed listing page of a hotel, activity or event 10 Commonly Used SITs 5. Reaching a defined stage in any online booking tool that is available on your site 10 Commonly Used SITs 6. Downloading a brochure, map or other file from your Web site 10 Commonly Used SITs 7. Clicking through to a hotel or activities’ external booking or information page 10 Commonly Used SITs 8. Seeking more information from your DMO, Visitor Center, etc. 10 Commonly Used SITs 9. Asking a question of an online expert or other users 10 Commonly Used SITs 10. Posting a photo, video, trip report, review or rating Measuring Visitation Visits, Uniques, Pageviews Referring Domains Search Engines Keywords Visit Depth Measuring Engagement Bounce Rates Time Spent per Visit Segmentation Segmentation Segmentation Segmentation Audience and Competition Metrics In Action What do I do with all this? Dashboard Reporting Site Optimization Landing Pages ROI Impact $200,000 spend 250,000 visits 65% = $2.28/ea. 29% = $1.10/ea. Offline Optimization Offline Optimi