DIGITAL ATTRIBUTION

Agenda: 1. What is digital attribution?

2. Why does it matter?

End Goal:1 practical solution to increase clarity

across all channels.

Matt Renner

VP of Business DevelopmentResortsandLodges.com

2006-2009 & 2011 - Present

Founder Appclerk 2010Acquired 2011

40 million visitors since 2003Market over 2,400 properties

Influenced $250 million direct bookingsNearly 10 Million visitors in 20121 Million minutes call meta-datatracked, measured, analyzed

Tracking digital advertising is simple

( No it's not)

$100 Billion2012 21%

of all Advertising

source: emarketer

Digital is big

(but we knew that)

Digital is young

OldNew

Rupert Murdoch

News Corp

Mark ZuckerbergFacebook

DIGITAL WORKS[BUT THERE IS A PROBLEM]

Who get's the credit?

It's important to know because we want to find channels to scale new customers.

What is Attribution?

Assigning credit across multiple touch points throughout the booking process.

Not all effective digital advertising drives online transactions.

Hotels & Resorts are online / offline businesses

$10 Million Annual Sales$6 Million Offline$4 Million Online

90% Touch Property Website

How I really look when I don’t shave

E-commerce FunnelWhat we wish digital marketing was like:

Buy an Ad Online

My Website

Conversion

What it actually looks like

General Search Terms l Traditional l Vertical Sites l Blogs l Social

Awareness

Research &

CompareRead

yto

buy

Vertical SitesReview SitesBrand Sites

OTA'sMeta SearchSocial

Brand SearchEmail Triggers

Direct VisitsBook Direct

Brand SearchEmail TriggersBookmarkingBook @ OTABoo

king

Laptop, Desktop, Tablet, Smart Phone

What it actually looks like

General Search Terms l Traditional l Vertical Sites l Blogs l Social

Awareness

Research &

CompareRead

yto

buy

Vertical SitesReview SitesBrand Sites

OTA'sMeta SearchSocial

Brand SearchEmail Triggers

Direct VisitsBook Direct

Brand SearchEmail TriggersBookmarkingBook @ OTABoo

king

Commission Based, Online, Minority Share of Bookings

What it actually looks like

General Search Terms l Traditional l Vertical Sites l Blogs l Social

Awareness

Research &

CompareRead

yto

buy

Vertical SitesReview SitesBrand Sites

OTA'sMeta SearchSocial

Brand SearchEmail Triggers

Direct VisitsBook Direct

Brand SearchEmail TriggersBookmarkingBook @ OTABoo

king

Majority share of bookings, online + offline, cross channel, multiple cost

models

Devices cause fragmentation

Start Search Here: Cookie Sets

Continue shopping here

Complete Booking Here Direct to site

Cookie Drops Once

Device Switch

es.

Last click tracking goes to mobile

Responsible for 1st click - but no assist in the booking

Ecommerce tracking is more accurate than ever

Assisted conversions help show a bigger picture

What does it all mean?

But Ecommerce tracking isn't perfect so...

Are we hopeless?No, we're not

The same problem

No silver bullet

Place tracking #'s on all paid online media

Simple to implementAffordableSaves moneyProvides Clarity

All clicks are not created equal

1 Visit from The Knot could = 10 clicks from

state level general keywords

Without cross channel attribution, how do you

know?

Case Study

Canceled in 2009

Prominent Golf Resort

Dig Deeper

Good decisions

Recap:

1. What is attribution2. Why it is important3. Implement call tracking across digital media to provide clarity

Thank you.