TANM Research and Marketing Conference 2013, Albuquerque, NM

60
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 Consumer TANM Research & Marketing Conference Insights For Success October, 2013 Albuquerque, NM

description

Using Big Data to understand the Tourism Consumer. Delivered conclusions from Research on Social Media, Search Volume, Brand and what the consumer is looking for in Content.

Transcript of TANM Research and Marketing Conference 2013, Albuquerque, NM

Page 1: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Page 2: TANM Research and Marketing Conference 2013, Albuquerque, 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.

Page 3: TANM Research and Marketing Conference 2013, Albuquerque, NM

We Will:

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

Page 4: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Page 5: TANM Research and Marketing Conference 2013, Albuquerque, NM

Who Cares?

Page 6: TANM Research and Marketing Conference 2013, Albuquerque, NM

Who Cares?

The most successful marketers:

1.Harness data & optimize2.Have content marketing

Page 7: TANM Research and Marketing Conference 2013, Albuquerque, NM

Data Structure

FactsBig Data = massive

quantities of small data

FactsBig Data = massive

quantities of small data

AggregatesSummaries

AggregatesSummaries

Measures

Measures

Visualize >>>

Page 8: TANM Research and Marketing Conference 2013, Albuquerque, NM

Data Sources

Page 9: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Page 10: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Data Map

Page 11: TANM Research and Marketing Conference 2013, Albuquerque, NM

How Do We Harness It?

Page 12: TANM Research and Marketing Conference 2013, Albuquerque, NM

Best Practice*

Page 13: TANM Research and Marketing Conference 2013, Albuquerque, NM

Data Quality

Page 14: TANM Research and Marketing Conference 2013, Albuquerque, NM

Turn Big Data into knowledge

•Competitive Research•Optimize Engagement•Measure Social

Page 15: TANM Research and Marketing Conference 2013, Albuquerque, NM

Competitive Research

Page 16: TANM Research and Marketing Conference 2013, Albuquerque, NM

Competition

Are We Winning?

Where? Who? How?

Page 17: TANM Research and Marketing Conference 2013, Albuquerque, NM

Search Volume by Market

Share of Voice

How many people are searching for us in a Target

Market?

Page 18: TANM Research and Marketing Conference 2013, Albuquerque, NM

US Population

Page 19: TANM Research and Marketing Conference 2013, Albuquerque, NM

Search Volume: NM, AZ, CO

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

Page 20: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Search Volume: NM, AZ, CO Indexed

Page 21: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Search Volume: NM, AZ

Page 22: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Search Volume: NM, AZ, CO DMOs Indexed

Page 23: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Search Volume: NM, AZ DMO

Page 24: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Top NM Keywords

Page 25: TANM Research and Marketing Conference 2013, Albuquerque, NM

Competition

Frienemies

Page 26: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Page 27: TANM Research and Marketing Conference 2013, Albuquerque, NM

Timing

DMO A DMO B

Page 28: TANM Research and Marketing Conference 2013, Albuquerque, NM

Brands

DMO

STO

Page 29: TANM Research and Marketing Conference 2013, Albuquerque, NM

Other Value

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

Page 30: TANM Research and Marketing Conference 2013, Albuquerque, NM

Optimize Engagement

Page 31: TANM Research and Marketing Conference 2013, Albuquerque, NM

Keywords

Are We Engaging?

Page 32: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Keyword Category by Market

Page 33: TANM Research and Marketing Conference 2013, Albuquerque, NM

Keyword Category by Market: Non-Brand

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

Page 34: TANM Research and Marketing Conference 2013, Albuquerque, NM

Signal Rate by Keyword Category

Attraction

Brand

Hotels

Trip Planning

To Do

Page 35: TANM Research and Marketing Conference 2013, Albuquerque, NM

Signal Rate by Keyword Category

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

Attraction

Brand

Hotels

Trip Planning

To Do

Page 36: TANM Research and Marketing Conference 2013, Albuquerque, NM

Signal Rate by Keyword Category

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

Attraction

Brand

Hotels

Trip Planning

To Do

Page 37: TANM Research and Marketing Conference 2013, Albuquerque, NM

Keyword Category

Tells us how well we engage them on what they

were thinking

Not Engaging on To Do

Page 38: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Channels

Page 39: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Channels

Page 40: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Channels

Page 41: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Channels

Page 42: TANM Research and Marketing Conference 2013, Albuquerque, NM

Social Media’s Contribution

What does Social Media contribute to Conversion?

Page 43: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Path To Conversion/Signal

Page 44: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Path To Conversion/Signal

Page 45: TANM Research and Marketing Conference 2013, Albuquerque, NM

Search Volume by Market

Share of Voice

Correlation of Branded Search Volume and Social Media

Page 46: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

NM Volume, Top Markets

Page 47: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

AZ Volume, Top Markets

Page 48: TANM Research and Marketing Conference 2013, Albuquerque, NM
Page 49: TANM Research and Marketing Conference 2013, Albuquerque, NM
Page 50: TANM Research and Marketing Conference 2013, Albuquerque, NM

Engagement

Drive Market

Page 51: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Timing

Page 52: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

Timing and RFV (Reason For Visit)

Page 53: TANM Research and Marketing Conference 2013, Albuquerque, NM

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

RFV In December

Page 54: TANM Research and Marketing Conference 2013, Albuquerque, NM

Engagement

Drive Market coming to visit Friends and Relatives

in Dec/Jan

They need what to do

Page 55: TANM Research and Marketing Conference 2013, Albuquerque, NM

Engagement

Drive Market coming to visit Friends and Relatives

in Dec/Jan

Locals need what to do with them

Page 56: TANM Research and Marketing Conference 2013, Albuquerque, NM

Social vs. Marketing Geography

Leads

Likes

Page 57: TANM Research and Marketing Conference 2013, Albuquerque, NM

Social vs. Marketing Geography

Leads

Likes

Page 58: TANM Research and Marketing Conference 2013, Albuquerque, NM

Engagement

Perhaps Email/Web for Leads

Social for Locals

Page 59: TANM Research and Marketing Conference 2013, Albuquerque, NM

We Did:

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

Page 60: TANM Research and Marketing Conference 2013, Albuquerque, NM

Thank You

www.slideshare.net/richardaburrell