Quantifying Results of Content Marketing Campaigns (1) (1) · 1 ATTA Introduction Webinar Presenter...
Transcript of Quantifying Results of Content Marketing Campaigns (1) (1) · 1 ATTA Introduction Webinar Presenter...
![Page 1: Quantifying Results of Content Marketing Campaigns (1) (1) · 1 ATTA Introduction Webinar Presenter ... The only UNWTO-backed adventure tourism training for governments, associations](https://reader036.fdocuments.in/reader036/viewer/2022070820/5f1cfe83dfd28518a928d1df/html5/thumbnails/1.jpg)
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MATTHEW BARKER
I&I TRAVEL MEDIA
QUANTIFYING THE RESULTS OF CONTENT MARKETING CAMPAIGNS
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2 About AdventureEDU
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1 ATTA Introduction
Webinar Presenter
4 Webinar & Learning Objectives
AGENDA
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The only UNWTO-backed adventure tourism training for governments, associations and individual companies seeking to deliver the best adventure travel experiences in a safe and sustainable practice. Learn…
• What recent changes in the adventure industry mean for your business and destination
• How to improve the quality and safety of your adventure travel experiences
• How to assess your resources and construct distinctive adventure travel experiences
• How to manage adventure tourism business risk
• How to create the best online and offline marketing strategies for adventure businesses
• How to bring public and private partners together to foster a thriving market
• And much more…. Online and in-destination options available
ADVENTURE EDU
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Head of Strategy, I&I Travel Media
ianditravelmedia.com
twitter.com/ianditravmedia
WEBINAR PRESENTERS
Matthew Barker
Founder, Alaska Alpine Adventures
alaskaalpineadventures.com
Dan Oberlatz
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LEARNING OBJECTIVES
2 Unpick the travel customer journey
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1 Explore “attribution” in travel marketing
Understand analytics solutions
4 Identify, measure, improve
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Alaska Alpine Adventures
![Page 7: Quantifying Results of Content Marketing Campaigns (1) (1) · 1 ATTA Introduction Webinar Presenter ... The only UNWTO-backed adventure tourism training for governments, associations](https://reader036.fdocuments.in/reader036/viewer/2022070820/5f1cfe83dfd28518a928d1df/html5/thumbnails/7.jpg)
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The attribution quandary
Google Analytics: Conversions > Overview
So… Google good, Facebook bad?
Not so fast!
![Page 8: Quantifying Results of Content Marketing Campaigns (1) (1) · 1 ATTA Introduction Webinar Presenter ... The only UNWTO-backed adventure tourism training for governments, associations](https://reader036.fdocuments.in/reader036/viewer/2022070820/5f1cfe83dfd28518a928d1df/html5/thumbnails/8.jpg)
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The customer journey to purchase
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Example 1: “Early phase” visitors
Google Analytics: Acquisition > Referrals
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Example 2: “Early phase” content
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So how do we measure it all?!
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Step 1: Analytics configuration
Google Analytics: Admin > Goals
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Ecommerce Vs Goal Value
Goal Value = Revenue from goals / Number of goals
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Step 2: Conversion paths
Google Analytics: Conversions > Multi-Channel Funnels > Top Conversion Paths
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Step 3: Assisted conversions
Google Analytics: Conversions > Multi-Channel Funnels > Assisted Conversions
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Step 4: Customer journey analysis
Referrals & social media
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Step 5: Solutions
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SUMMARY & ACTIONS
2 Explore your Top Conversion Paths aka customer journey(s)
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1 Check your Ecommerce and Goal tracking setup
Quantify value of indirect activities
4 Identify new opportunities