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MATTHEW BARKER

I&I TRAVEL MEDIA

QUANTIFYING THE RESULTS OF CONTENT MARKETING CAMPAIGNS

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2 About AdventureEDU

3

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

3

1 Explore “attribution” in travel marketing

Understand analytics solutions

4 Identify, measure, improve

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Alaska Alpine Adventures

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The attribution quandary

Google Analytics: Conversions > Overview

So… Google good, Facebook bad?

Not so fast!

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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)

3

1 Check your Ecommerce and Goal tracking setup

Quantify value of indirect activities

4 Identify new opportunities