TANM Research and Marketing Conference 2013, Albuquerque, NM
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Transcript of TANM Research and Marketing Conference 2013, Albuquerque, NM
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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
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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.
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We Will:
•Define Big Data•Learn How to harness it•Turn Big Data into knowledge
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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
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Who Cares?
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Who Cares?
The most successful marketers:
1.Harness data & optimize2.Have content marketing
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Data Structure
FactsBig Data = massive
quantities of small data
FactsBig Data = massive
quantities of small data
AggregatesSummaries
AggregatesSummaries
Measures
Measures
Visualize >>>
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Data Sources
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Where are the Facts?Silos: Good for Grain, Not Data
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SourcesSignals of Intent to TravelReservations, Occupancy Rates, Lodging TaxKeywordsSocial MediaEmailAd ImpressionsWeb TrafficCall CenterWelcome Center
Data Map
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How Do We Harness It?
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Best Practice*
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Data Quality
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Turn Big Data into knowledge
•Competitive Research•Optimize Engagement•Measure Social
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Competitive Research
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Competition
Are We Winning?
Where? Who? How?
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Search Volume by Market
Share of Voice
How many people are searching for us in a Target
Market?
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US Population
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Search Volume: NM, AZ, CO
Using Big Data, Analytics and other Data to understand your Audience
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ, CO Indexed
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ, CO DMOs Indexed
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ DMO
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Using Big Data, Analytics and other Data to understand your Audience
Top NM Keywords
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Competition
Frienemies
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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
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Timing
DMO A DMO B
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Brands
DMO
STO
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Other Value
•What’s coming downstream •How effective are you at state level•Market Share/Share of Voice
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Optimize Engagement
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Keywords
Are We Engaging?
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Using Big Data, Analytics and other Data to understand your Audience
Keyword Category by Market
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Keyword Category by Market: Non-Brand
Using Big Data, Analytics and other Data to understand your Audience
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Signal Rate by Keyword Category
Attraction
Brand
Hotels
Trip Planning
To Do
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Signal Rate by Keyword Category
Using Big Data, Analytics and other Data to understand your Audience
Attraction
Brand
Hotels
Trip Planning
To Do
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Signal Rate by Keyword Category
Using Big Data, Analytics and other Data to understand your Audience
Attraction
Brand
Hotels
Trip Planning
To Do
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Keyword Category
Tells us how well we engage them on what they
were thinking
Not Engaging on To Do
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Social Media’s Contribution
What does Social Media contribute to Conversion?
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Using Big Data, Analytics and other Data to understand your Audience
Path To Conversion/Signal
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Using Big Data, Analytics and other Data to understand your Audience
Path To Conversion/Signal
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Search Volume by Market
Share of Voice
Correlation of Branded Search Volume and Social Media
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Using Big Data, Analytics and other Data to understand your Audience
NM Volume, Top Markets
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Using Big Data, Analytics and other Data to understand your Audience
AZ Volume, Top Markets
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Engagement
Drive Market
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Using Big Data, Analytics and other Data to understand your Audience
Timing
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Using Big Data, Analytics and other Data to understand your Audience
Timing and RFV (Reason For Visit)
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Using Big Data, Analytics and other Data to understand your Audience
RFV In December
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Engagement
Drive Market coming to visit Friends and Relatives
in Dec/Jan
They need what to do
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Engagement
Drive Market coming to visit Friends and Relatives
in Dec/Jan
Locals need what to do with them
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Social vs. Marketing Geography
Leads
Likes
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Social vs. Marketing Geography
Leads
Likes
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Engagement
Perhaps Email/Web for Leads
Social for Locals
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We Did:
•Define Big Data•Learn How to harness it•Turn Big Data into knowledge
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Thank You
www.slideshare.net/richardaburrell