The State of Online Marketing & How to Dominate the Universe: Google Analytics Report Information
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This presentation provides information on the reports that were pulled as examples for the "The State of Online Marketing & How to Dominate the Universe" speaking event for the PAII 2014 Show.
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The State of Online Marketing & How to Dominate the Universe: Google Analytics Report Information
- 1. The State of Online Marketing & How to Dominate the Universe: Google Analytics Report Information Liz Day
- 2. Reporting: 1 or More Interactions Required for Bookings • Do you know if majority of your online reservations come from customers making a booking with only one brand interaction or multiple? – Conversions Multi-Channel Funnels Path Length • Export Data from Google Analytics, Segment “1” vs. “2+” Path Interactions & Take Percentage of Online Conversions
- 3. Reporting: Non-Branded Organic Performance • What role does your Organic non-branded terms play, i.e. “Assist” or “Last Interaction” role? – “Assist” Non-Branded Term Analysis: • Select Conversions Multi-Channel Funnels Assisted Conversions Organic Channel Other Acquisition Keyword – Export Data from Google Analytics Remove “Brand” Terms Remove “Not Set” and “Not Provided” Keyword Terms Save Total “Assist” Non-Branded Online Conversions Data
- 4. Reporting: Non-Branded Organic Performance • “Last Interaction” Non-Branded Term Analysis: – Acquisition Keywords Organic Ecommerce • Export Data from Google Analytics Remove “Brand” Terms Remove “Not Set” and “Not Provided” Keyword Terms Save Total Online “Last Interaction” Non-Branded Conversion Data
- 5. Reporting: Non-Branded Organic Performance • • Take Both “Assist” and “Last Interaction” Total Online Conversion Data & Take Percentage Between the Two In reviewing the data, you’ll be able to analyze what role your non-branded terms play, i.e. “Assist” vs. “Last Interaction. Organic Non-Branded Conversions Breakdown Last Interaction Conversions 11% Assist Interaction Conversions 89%
- 6. Reporting: Paid Search Analysis • Paid Search Analysis • “Assisted” Online Bookings Analysis: – Select Conversions Multi-Channel Funnels Assisted Conversions Review Paid Search “Assisted Conversions” and “Assisted Conversion Value”
- 7. Reporting: Paid Search Analysis • Paid Search Performance Analysis • “Direct” Online Bookings Analysis: – Select Acquisition All Traffic Medium Ecommerce Review CPC “Assisted Conversions” and “Assisted Conversion Value”
- 8. Reporting: Paid Search Analysis • Total Both “Assisted” and “Direct” Data to Review Total Channel Performance and Compare to Paid Search Cost for Same Time Period • Paid Search Referred 53 “Direct” Online Bookings • Paid Search “Assisted” in 60 Online Bookings • Combining “Direct” and “Assisted”, Paid Search’s Online Bookings Totaled to 113.
- 9. Connect • Website: www.RezStream.com • Email: Sales@RezStream.com • Toll Free: 866.360.8210 ext. 1 • Social Media: • www.Facebook.com/RezStream • www.Twitter.com/RezStream • www.Plus.Google.com/+Rezstream • www.RezStream.com/Blog
Notas do Editor
- RezStream: Explain the Why & Provide Products Overview
- Do you know if majority of your online reservations come from customers booking after interacting with your brand once or multiple times? Typically, the higher value/more costly purchases lead to longer paths. For example, we have a client whose considered to be a “high value” purchase. Only 32% of the property’s total online reservations generated from visitors landing on their website for the first time and booking. 68% of their total online revenue is contributed to visitors interacting with their brand 2 or more times before booking! This indicates how important it is to analyze the entire process, not just the last channel the customer interacted with because it could lead to eliminating effectively marketing channels impacting their bottom line.
- Online marketing channels influence customersat different points in the path to purchase.Sometimes, certain marketing channels serve more as an “assist” or “last interaction” channel.
- Majority of the time, Direct visitors are returning visitors to your website and/or guests of yours.The Direct channel is used 62% of time as the last interaction in the buyer’s customer journey. This means that majority of the time, visitors utilize the Direct channel when they are ready to make an online reservation. Funnel Example, i.e. Visitor Locates Your Property via Google Talks to Spouse Comes Back as Direct Visitor to Book! Since we know this is heavily used as a last interaction channel, it’s important to review what online channels assisted those visitors to reach their buying decision.It’s important to nurture these returning guests through other online marketing channels, i.e. Email Marketing, Social Media, developing and promoting engaging content via the Organic and Paid channel.
- Organic traffic is referrals from search engines such as Google, Bing and Yahoo! These listings are referred to as “natural.”The Organic channel is used 59% of time as an “assist” interaction in the buyer’s customer journey. 86% of buyers begin their buyer experience cycle process with a non-branded search. Breakdown example of Brand vs. Non-Branded and Provide Example , i.e. Name Property vs. Denver Bed and Breakfast
- Although Paid Search serves majority of the time as an “assist interaction” channel, it can also be utilized as a “last interaction” channel. Therefore, it’s recommended to target both “Brand” and “Non-Branded” terms to maximize conversions. Who would want to cut this out of their program? It’s working beautifully for them!Also, we’ve seen accounts shut off negatively impact Organic performance.
- We understand being a small property, you have to wear many different hats. Do you have the time to do all of this? If not, companies like RezStream are here to help you. Give us a call so we can assist you to make sure your marketing dollars are being put to good use!