Understanding True Conversions & ROIs from Marketing Campaigns. Using Online & Offline Reservation Tracking

Transcription

1 Understanding True Conversions & ROIs from Marketing Campaigns Using Online & Offline Reservation Tracking 1

2 A Strategic Partnership to Understand the Big Picture 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. 2

3 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. 3

4 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. 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). 4

5 Pure Mobile vs. Tablet 5

6 Our Approach Use Smart Analytics by combining online & offline analytics to fully understand which digital marketing initiatives are producing highest ROIs. 6

7 The Strategy Online 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, marketing, social media, online media and retargeting and multichannel campaigns. 7

8 The Strategy Offline 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 8

9 Results: 44% of online marketing revenue through voice channel. Full Year 2013 Total Revenue Online Revenue Offline Revenue Online % Offline % $115, $31, $84, % 73% Social Media $27, $2, $25, % 91% SEM / Paid Search $1,969, $1,196, $772, % 39% Direct to Website (SEO) $1,747, $1,016, $731, % 42% Trip Advisor Business Listing $429, $281, $147, % 34% Online Media / Display $161, $64, $97, % 60% Local Listings $6, $6, $ % 0% Limited Time Offer $38, $27,379 $10, % 28% All Marketing $4,690, $2,626, $2,063, % 44% 9

10 Results: 44% of online marketing revenue through voice channel. Full Year 2013 Total Revenue Online Revenue Offline Revenue Online % Offline % $115, $31, $84, % 73% Social Media $27, $2, $25, % 91% SEM / Paid Search $1,969, $1,196, $772, % 39% Direct to Website (SEO) $1,747, $1,016, $731, % 42% Trip Advisor Business Listing $429, $281, $147, % 34% Online Media / Display $161, $64, $97, % 60% Local Listings $6, $6, $ % 0% Limited Time Offer $38, $27,379 $10, % 28% All Marketing $4,690, $2,626, $2,063, % 44% 10

11 Online Revenue Only Campaign Online Booked Revenue Total Cost ROAS 1 $ 3, $ 11, % 2 $ 6, $ 1, % 3 $ 3, $ 4, % 4 $ 4, $ 1, % 5 $ - $ 1, $ 6, $ 1, % 7 $ - $ 2, $ 1, $ 1, % 9 $ - $ Total $ 26, $ 27, % Campaigns that would have been paused without the big picture.

12 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 $ 45, $ 3, $ 40, $2, $ - 6,444 $ 1, $ % $ 22, $ 6, $ 16, $ - $ - 1,670 $ 1, $ % $ 15, $ 3, $ 8, $ 3, $ 2, ,386 $ 4, $ % 4 29 $ 12, $ 4, $ 7, $ - $ $ 1, $ % 5 42 $ 7, $ - $ 7, $ - $ - 1,285 $ 1, $ % 6 35 $ 14, $ 6, $ 7, $ - $ - 1,766 $ 1, $ % 7 48 $ 4, $ - $ 3, $ $ - 1,807 $ 2, $ % 8 24 $ 5, $ 1, $ 3, $ - $ $ 1, $ % 9 2 $ 2, $ - $ 2, $ - $ - 34 $ $ % Total 591 $ 131, $26, $ 98, $ 6, $ 2, ,242 $ 27, $ %

13 Action Plan Analyze Campaigns & Re-allocate funds to achieve the highest ROI. 13

14 Using Smart Analytics to Evaluate Campaign Effectiveness + ROI Beginning of Campaign: 85% of spend on SEM/paid search 15% of spend other initiatives Doubts about effectiveness of , social media, online media 14

15 Using Smart Analytics to Shift Marketing Spend 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 ROI increased 25% with re-allocation of funds. Average Marketing Campaign ROAS=1,022% Online+Voice Revenue 15

16 Key Takeaways A true understanding of conversion and marketing ROI requires a combination of both online and offline reservation tracking systems. 16

17 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. 17

18 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: +85% +86% +98% Website visitors Bookings Revenue

19 Thank You Your Presenters: Max Starkov, HeBS Digital President & CEO Michelle Marquis, NAVIS Vice President of Marketing & Strategic Initiatives 19