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