Carnival Australia implemented Google Analytics on their P&O Cruises website to better understand customer attribution, attention, and acquisition. This allowed them to identify the most effective marketing campaigns and traffic sources, analyze visitor behavior on pages to improve conversions, and track online and offline conversions. Using Google Analytics provided actionable insights that drove continuous optimization and demonstrated a strong return on investment for Carnival's marketing spend.
18. Attribution Keywords Google Analytics provides information on the keywords used by visitors coming from search engines “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” -Brenton Jones, Carnival Australia Effective keywords for SEO efforts that provided increased referral of ‘conversion ready’ visitors from search engines 11
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21. What are the main exit pages – visitor retention13
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24. Attention Measuring 404 error pages Assisted in transition from old website to new Insight into what users are looking for but cannot find 16
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27. Acquisition Transactional Acquisition – ‘Show me the money’ Ecommerce code tracking code to apply $ values to acquisition & attention Powerful & Fast Return on Investment (ROI) information Continued marketing expenditure is backed by Google Analytics data e-commerce tracking code 18
28. Acquisition Online -> Offline Acquisition Not all users are willing to book and pay for a cruise online and often print prices/details for their offline travel agent To track these online->offline conversions, Internetrix setup tracking code to track the “Print this page” action and setup goal funnels. 19
32. With the savings on the ‘tool’, Carnival was able to invest their budget on skills & people, and has seen instant ROI.
33. The process of assessment and improvement is continuous, focused around the actionable insights from the Three-A’s.
34. There’s a lot more to come in the future – up and to the right!21
35. Thank You! www.internetrix.net geoff.mcqueen@internetrix.com.au For a copy of these slides, please visit www.internetrix.net/masterclass 22
Notas do Editor
Wake-up feature
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
Video present on this page. Shows flash animation and P&O promo video.