Understanding True Conversions & ROIs from Marketing Campaigns€¦ · ROI from Marketing Campaigns...
Transcript of Understanding True Conversions & ROIs from Marketing Campaigns€¦ · ROI from Marketing Campaigns...
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Understanding True Conversions
& ROIs from Marketing
Campaigns
Using Online & Offline Reservation Tracking
A Strategic Partnership to
Understand the Big Picture
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HeBS Digital: Hospitality industry’s leading digital technology, website design, full-service
digital marketing and website revenue optimization consulting firm dedicated
to driving revenues through the direct online channel.
Navis:A voice reservation sales system company that increases leisure voice
booking conversions and bottom-line leisure revenue for resort, hotel, and
vacation rental companies.
Case Study: Understanding True
ROI from Marketing Campaigns
A joint Florida Keys resort
client was underestimating
the performance of online
campaigns, often leading to
cancelling or lowering the
budget on initiatives that were
driving revenues via the
voice channel.
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Note: 2014 Is the Year of Big Data
• Shift in bookings from desktop to mobile and tablet devices has resulted in more voice reservations.
• Traditional analytics must be viewed in conjunction with other data sources to understand the full picture.
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22 percent of web visitors now come via the “pure” mobile channel.
The majority of “pure” mobile bookings come from
the voice channel (7 out of 10).
“Pure” Mobile vs. Tablet
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Our Approach
Use Smart Analytics by
combining online &
offline analytics to fully
understand which digital
marketing initiatives are
producing highest ROIs.
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The StrategyOnline
• Award-winning website,
Responsive Design on Server
Side (RESS), state-of-the-art
CMS technology, and digital
marketing budget focused on
generating revenues.
• Initiatives included SEO,
SEM/paid search, email
marketing, social media, online
media and retargeting and
multichannel campaigns. 7
The StrategyOffline
• An award-winning
reservation sales
system providing
accurate, real-time
data.
• Reservation call
center, operators
trained to increase
occupancy
• Offline reservation
tracking to capture
guest and prospect
data
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Results: 44% of online marketing
revenue through voice channel.
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Full Year 2013 Total Revenue Online Revenue Offline Revenue Online % Offline %
Email $115,998.48 $31,720.36 $84,278.12 27% 73%
Social Media $27,629.20 $2,490.00 $25,139.20 9% 91%
SEM / Paid Search $1,969,061.66 $1,196,848.97 $772,212.69 61% 39%
Direct to Website (SEO) $1,747,691.35 $1,016,196.23 $731,495.12 58% 42%
Trip Advisor Business Listing $429,017.37 $281,203.54 $147,813.83 66% 34%
Online Media / Display $161,859.70 $64,670.35 $97,189.35 40% 60%
Local Listings $6,421.25 $6,421.25 $0.00 100% 0%
Limited Time Offer $38,260.31 $27,379 $10,881.31 72% 28%
All Marketing $4,690,074.30 $2,626,929.70 $2,063,144.63 56% 44%
Results: 44% of online marketing
revenue through voice channel.
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Full Year 2013 Total Revenue Online Revenue Offline Revenue Online % Offline %
Email $115,998.48 $31,720.36 $84,278.12 27% 73%
Social Media $27,629.20 $2,490.00 $25,139.20 9% 91%
SEM / Paid Search $1,969,061.66 $1,196,848.97 $772,212.69 61% 39%
Direct to Website (SEO) $1,747,691.35 $1,016,196.23 $731,495.12 58% 42%
Trip Advisor Business Listing $429,017.37 $281,203.54 $147,813.83 66% 34%
Online Media / Display $161,859.70 $64,670.35 $97,189.35 40% 60%
Local Listings $6,421.25 $6,421.25 $0.00 100% 0%
Limited Time Offer $38,260.31 $27,379 $10,881.31 72% 28%
All Marketing $4,690,074.30 $2,626,929.70 $2,063,144.63 56% 44%
Online Revenue Only
Campaign
Online Booked
Revenue Total Cost ROAS
1 $ 3,075.00 $ 11,973.18 25%
2 $ 6,399.00 $ 1,236.28 517%
3 $ 3,740.00 $ 4,069.16 91%
4 $ 4,210.00 $ 1,948.15 216%
5 $ - $ 1,801.12 -
6 $ 6,988.75 $ 1,803.89 387%
7 $ - $ 2,495.77 -
8 $ 1,818.00 $ 1,718.77 106%
9 $ - $ 45.68 -
Total $ 26,230.75 $ 27,092.00 97%
Campaigns that would have been
paused without the big picture.
Total Picture
Campaign Answered
Total
Revenue
Online
Booked
Revenue
Acct
Booked
Revenue
RezForce
Booked
Revenue
Booking
Assist On
Other
Campaign's
Revenue Clicks Total Cost
Clicks Per
Answered
Call
Cost Per
Answered ROAS
1 173 $ 45,974.85 $ 3,075.00 $ 40,064.85 $2,835.00 $ - 6,444 $ 1,973.18 37.25 $ 69.21 2330%
2 136 $ 22,629.85 $ 6,399.00 $ 16,230.85 $ - $ - 1,670 $ 1,236.28 12.28 $ 9.09 1830%
3 102 $ 15,563.10 $ 3,740.00 $ 8,727.10 $ 3,096.00 $ 2,302.65 2,386 $ 4,069.16 23.39 $ 39.89 382%
4 29 $ 12,127.20 $ 4,210.00 $ 7,917.20 $ - $ - 866 $ 1,948.15 29.86 $ 67.18 623%
5 42 $ 7,900.70 $ - $ 7,900.70 $ - $ - 1,285 $ 1,801.12 30.60 $ 42.88 439%
6 35 $ 14,824.85 $ 6,988.75 $ 7,836.10 $ - $ - 1,766 $ 1,803.89 50.46 $ 51.54 822%
7 48 $ 4,339.80 $ - $ 3,611.80 $ 728.00 $ - 1,807 $ 2,495.77 37.65 $ 52.00 174%
8 24 $ 5,342.00 $ 1,818.00 $ 3,524.00 $ - $ - 984 $ 1,718.77 41.00 $ 71.62 311%
9 2 $ 2,664.00 $ - $ 2,664.00 $ - $ - 34 $ 45.68 17.00 $ 22.84 5920%
Total 591 $ 131,366.35 $26,230.75 $ 98,476.60 $ 6,659.00 $ 2,302.65 17,242 $ 27,092.00 29.35 $ 46.98 485%
Action Plan
Analyze Campaigns &
Re-allocate funds to
achieve the highest
ROI.
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Beginning of Campaign:
• 85% of spend on SEM/paid search
• 15% of spend – other initiatives
• Doubts about effectiveness of email,
social media, online media
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Using Smart Analytics to Evaluate
Campaign Effectiveness + ROI
After Analyzing Voice Channel Results:
• 40% of spend on SEM
• 30% of spend on online media/retargeting
• 25% spend on multichannel campaigns
• 5% spend on other initiatives
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ROI increased
25% with
re-allocation of
funds.
Using Smart Analytics to Shift
Marketing Spend
Average Marketing Campaign
ROAS=1,022%Online+Voice Revenue
Key Takeaways A true understanding of conversion and marketing ROI requires a
combination of both online and offline reservation tracking systems.
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Key Takeaways
Analyzing your call
analytics/offline reservation
tracking will ensure you are
not underestimating
performance of online
campaigns then cancelling
or lowering budget on
initiatives that are driving
revenues via your voice
channel.
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+86%
+85%
+98%
Website visitors
Bookings
Revenue
Key Takeaways The shift in bookings from desktop to “true” mobile devices has resulted
in more voice reservations (i.e. many mobile users book via voice
which necessitates the need for robust offline reservation tracking).
“True” Mobile 2013 vs. 2012:
Thank You
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Your Presenters:
• Max Starkov, HeBS Digital President & CEO
• Michelle Marquis, NAVIS Vice President of
Marketing & Strategic Initiatives