Using Big Data, Analytics and other Data to understand your Audience; what they're doing, what they want and how to use it.

R. A. Burrell Chief Analyst at Internet Honey

Using Big Data to Understand the ConsumerTANM Research & Marketing ConferenceInsights For SuccessOctober, 2013Albuquerque, NM

Sources & Uses

Real results are presented from several States, DMOs, Reservations and Attractions. Your results may vary significantly. The intention is for demonstrative purposes only.

Conversions and Signals are a combination of Reservations, Visitor Guide Requests or other Signals of Intent To Travel.

We Will:

•Define Big Data•Learn How to harness it•Turn Big Data into knowledge

Big Data is:

•A bunch of data so massive and complex it’s entirely useless

•It requires special technology and techniques because it breaks conventional stuff

Who Cares?

Who Cares?

The most successful marketers:

1.Harness data & optimize2.Have content marketing

Data Structure

FactsBig Data = massive

quantities of small data

FactsBig Data = massive

quantities of small data

AggregatesSummaries

AggregatesSummaries

Measures

Measures

Visualize >>>

Data Sources

Where are the Facts?Silos: Good for Grain, Not Data

SourcesSignals of Intent to TravelReservations, Occupancy Rates, Lodging TaxKeywordsSocial MediaEmailAd ImpressionsWeb TrafficCall CenterWelcome Center

Data Map

How Do We Harness It?

Best Practice*

Data Quality

Turn Big Data into knowledge

•Competitive Research•Optimize Engagement•Measure Social

Competitive Research

Competition

Are We Winning?

Where? Who? How?

Search Volume by Market

Share of Voice

How many people are searching for us in a Target

Market?

US Population

Search Volume: NM, AZ, CO

Using Big Data, Analytics and other Data to understand your Audience

Using Big Data, Analytics and other Data to understand your Audience

Search Volume: NM, AZ, CO Indexed

Using Big Data, Analytics and other Data to understand your Audience

Search Volume: NM, AZ

Using Big Data, Analytics and other Data to understand your Audience

Search Volume: NM, AZ, CO DMOs Indexed

Using Big Data, Analytics and other Data to understand your Audience

Search Volume: NM, AZ DMO

Using Big Data, Analytics and other Data to understand your Audience

Top NM Keywords

Competition

Frienemies

Other Value

•What’s coming downstream •How effective are you at state level•Market Share/Share of Voice•How much goes from STO Brand to Industry Partners Unattributed

Timing

DMO A DMO B

Brands

DMO

STO

Other Value

•What’s coming downstream •How effective are you at state level•Market Share/Share of Voice

Optimize Engagement

Keywords

Are We Engaging?

Using Big Data, Analytics and other Data to understand your Audience

Keyword Category by Market

Keyword Category by Market: Non-Brand

Using Big Data, Analytics and other Data to understand your Audience

Signal Rate by Keyword Category

Attraction

Brand

Hotels

Trip Planning

To Do

Signal Rate by Keyword Category

Using Big Data, Analytics and other Data to understand your Audience

Attraction

Brand

Hotels

Trip Planning

To Do

Signal Rate by Keyword Category

Using Big Data, Analytics and other Data to understand your Audience

Attraction

Brand

Hotels

Trip Planning

To Do

Keyword Category

Tells us how well we engage them on what they

were thinking

Not Engaging on To Do

Using Big Data, Analytics and other Data to understand your Audience

Channels

Using Big Data, Analytics and other Data to understand your Audience

Channels

Using Big Data, Analytics and other Data to understand your Audience

Channels

Using Big Data, Analytics and other Data to understand your Audience

Channels

Social Media’s Contribution

What does Social Media contribute to Conversion?

Using Big Data, Analytics and other Data to understand your Audience

Path To Conversion/Signal

Using Big Data, Analytics and other Data to understand your Audience

Path To Conversion/Signal

Search Volume by Market

Share of Voice

Correlation of Branded Search Volume and Social Media

Using Big Data, Analytics and other Data to understand your Audience

NM Volume, Top Markets

Using Big Data, Analytics and other Data to understand your Audience

AZ Volume, Top Markets

Engagement

Drive Market

Using Big Data, Analytics and other Data to understand your Audience

Timing

Using Big Data, Analytics and other Data to understand your Audience

Timing and RFV (Reason For Visit)

Using Big Data, Analytics and other Data to understand your Audience

RFV In December

Engagement

Drive Market coming to visit Friends and Relatives

in Dec/Jan

They need what to do

Engagement

Drive Market coming to visit Friends and Relatives

in Dec/Jan

Locals need what to do with them

Social vs. Marketing Geography

Leads

Likes

Social vs. Marketing Geography

Leads

Likes

Engagement

Perhaps Email/Web for Leads

Social for Locals

We Did:

•Define Big Data•Learn How to harness it•Turn Big Data into knowledge

Thank You

www.slideshare.net/richardaburrell