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1,[object Object],Carnival Australia – P&O Cruises,[object Object],Attribution, Attention & Acquisition with Google Analytics,[object Object],Geoff McQueen,[object Object],geoff.mcqueen@internetrix.com.au,[object Object],@geoffmcqueen,[object Object]
Introduction,[object Object],Carnival Corporation & PLC,[object Object],[object Object],2,[object Object]
Introduction,[object Object],3,[object Object],[object Object],More destinations,[object Object],More services,[object Object],More capacity,[object Object]
Introduction,[object Object],[object Object]
Attracting new customers to cruising is critical!4,[object Object],[object Object]
Pacific Sun – 1960 passengers
Pacific Jewel – 1950 passengers
Pacific Pearl – 1800 passengers,[object Object]
And an emotional buying process
The web plays a very important role in facilitating:Education,[object Object],Research,[object Object],Enquiries,[object Object],Bookings,[object Object],5,[object Object]
Introduction,[object Object],6,[object Object],[object Object],Amnesia Razorfish - AdNews Digital Agency of the year 3 years running ,[object Object],[object Object],[object Object]
Internetrix was selected to implement Google Analytics through the new website7,[object Object]
Approach,[object Object],[object Object]
Methodology followed Internetrix “Three A’s” theory
Internetrix encourages continuous improvement of the website through making decisions based on data.“Actionable Insights”,[object Object],8,[object Object]
Attribution,[object Object],Traffic Sources,[object Object],[object Object],9,[object Object],Search Engines,[object Object],Referring Websites,[object Object],Direct Traffic,[object Object]
Attribution,[object Object],Geographical Areas of Interest,[object Object],Identifying where your most effective visitors come from,[object Object],10,[object Object]
Attribution,[object Object],Keywords,[object Object],Google Analytics provides information on the keywords used by visitors coming from search engines,[object Object],“We were able to use Keyword reports within Google Analytics to discover the ‘low hanging fruit’ keywords that could be used for our SEO and SEM efforts”,[object Object],-Brenton Jones, Carnival Australia,[object Object],Effective keywords for SEO efforts that provided increased referral of ‘conversion ready’ visitors from search engines,[object Object],11,[object Object]
Attribution,[object Object],Campaign Tagging,[object Object],[object Object],12,[object Object],Adwords Integration,[object Object],www.pocruises.com.au/cruisesale/,[object Object],Manual Campaign Tracking,[object Object],www.pocruises.com.au/cruisesale?utm_source=newsletter&utm_medium=email&utm_campaign=Biggest-Cruise-Sale,[object Object]
Attention,[object Object],Entry & Exit Pages,[object Object],[object Object]
What are the main exit pages – visitor retention13,[object Object]
Attention,[object Object],14,[object Object],Rich Media Interaction,[object Object],[object Object]

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Google Analytics Master Class - Internetrix

Notas do Editor

  1. Wake-up feature
  2. With the increase of P&O cruise fleet from 2 ships to 4, Carnival required any assistance available to fill bums on seats of the 2 new ships.Creative and Interactive assistance from Australia’s leading marketing firm – Amnesia RazorfishAmnesia teamed up with Google Analytics provider Internetrix to provide complete tracking, as well as implementing advanced features for continual improvement of the website, and optimisation of traffic sources to the new website
  3. Video present on this page. Shows flash animation and P&O promo video.