Metrics. That. Matter CANADIAN DESTINATION BENCHMARKING PROGRAM
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1 Metrics CANADIAN DESTINATION That BENCHMARKING PROGRAM Matter
2 Greetings, Kia Ora! CHRIS ADAMS Director of Research GM, South Pacific Tel:
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6 Agenda 1. Why Should DMOs Benchmark? 2. International Benchmark Programs 3. Actionable Insights* 4. Measurement Framework* *Questions & Discussion
7 Online Presentation
8 Research & Analytics
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10 85% Use of Internet in Trip planning
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12 Results (Data) Driven Marketing Source: Omniture. REVIEW, REFINE, IMPROVE
13 ONLINE PERFORMANCE Online Performance NEW ZEALAND DMO RESULTS
14 Combined NZ Destinations Growth in Audience 96% Total Visits Source: Visits for 23 RTOS in 2011 & 22 RTOs in 2012/2013. Google Analytics 2011 March
15 New Zealand Destinations MOBILE USE % 2011
16 New Zealand Destinations MOBILE 3/ % March 2013
17 Benchmarking Program
18 Supporting Organizations Vendors - Analytics
19 Benchmark 60+ DMOs in across 4 Countries.
20 usa benchmaking Analytics for 15+ select USA DMO Miles Clients with additional information from Mark (Travel 2.0).
21 Intl. Benchmarking Analytics from 45+ NZ & Canadian DMOs from Miles Intl. Benchmarking Programs
22 Metrics 1. Google Analytics. 40+ Key Performance Indicators (Audience & Engagement) 2. Social Media (Facebook & Other Social Platforms). Scoring & Engagement Matrix
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24 Canadian Benchmarking Program Website & Social Media Performance
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27 STAR PERFORMERS Audience Growth New Brunswick Edmundston Wellington Auckland
28 Google Analytics Benchmarking 60+ DMOs from 3 countries. Full Year 2012 Data. STAR PERFORMERS Audience Growth % 25+ Growth in Traffic 2012 YOY 16% Av. For US Destinations 19% Av. For Canadian Destinations 26% Av. For NZ Destinations
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30 Sources: *Quantcast 250, , ,000 State Online Matrix: Content vs. Audience Website Audience Monthly US People* State 21 State I State 2 State 22 State , , , ,000 75,000 State 10 State II 50,000 State 12 25,000 State 8 State 14 *Italic DMOs estimated audience only. See Quantcast.com for detail. State 3 State 5 State 13 State 9 State 15 Stage 16 State 4 State 6 State 7 State 17 State 19 State 20 State 18 Pages of Content** 5,000 10,000 15,000 20,000 >30,000
31 RTOS ONLINE AUDIENCE Year To 31/3/2013 VS. THEIR IT/WEB, DIGITAL & MARKETING BUDGETS Cost Per Visit by Total Budget: Cost Per Visit by IT/Web & Digital Budget: Cost Per Visit by Domestic Budget: Cost Per Visit by International Budget:
32 Cost Per Visitor vs. Budget Domestic vs. International $0.36 $3.60 Source: Google Analytics 2012 Full Year vs. RTONZ Survey Budget Data to June 30 th Includes all Domestic & Internatational Marketing costs & 50% of IT/Web allocated to each.
33 Cost per Visit by Online & Marketing Budget RTO Web Site Cost Per Visit by TOTAL MARKETING & WEB BUDGET Cost per 2012 Total Web Site Visits vs. Total Web/IT, Domestic & Intl Marketing Budgets as reported in RTONZ Benchmark Study Year End June AVERAGE COST PER VISIT = $ Website Visits $6.00 $5.00 Green = strong ratio (online reach vs. size of visitor market) Blue = moderate ratio Red = weaker ratio Av. $1.97 per Visit $4.00 $3.00 $2.00 $1.00 $
34 Cost per Visit: INTERNATIONAL 2012 Website Visits $9.00 $8.00 RTO Web Site Cost Per Intl. Visit by TOTAL INTERNATIONAL BUDGETS Cost per 2012 Intl. Web Site Visits vs. Total INTERNATIONAL Marketing Budgets (Long & Short Haul incl. Digital) + 50% of Web/IT Budge. RTONZ Benchmark Study YE June AVERAGE COST PER Av. $3.60 per Intl. Visit $7.00 $6.00 $5.00 $4.00 $3.00 $2.00 $1.00 $
35 Cost per Visit: DOMESTIC 2012 Website Visits RTO Web Site Cost Per Domestic Visit by TOTAL DOMESTIC BUDGETS Cost per 2012 Total Web Site Visits vs. Total DOMESTIC Marketing Budget incl. Digital + 50% of Web/IT Budget as reported in RTONZ Benchmark Study conducted Year End June AVERAGE COST $0.70 $0.60 Av. $0.36 per Visit $0.50 $0.40 $0.30 $0.20 $0.10 $
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37 STAR PERFORMERS Mobile Usage % of Visits Vancouver Calgary Queenstown Dunedin
38 STAR PERFORMERS Mobile Usage % of Visits % 30+ On Tablet or Smartphones 24% Av. For US Destinations 21% Av. For Canadian Destinations 19% Av. For NZ Destinations
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41 Social Media Metrics 1. Google Analytics. 40+ Key Performance Indicators (Audience & Engagement) 2. Social Media (Facebook & Other Social Platforms). Scoring & Engagement Matrix
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44 Check List Scoring Methodology
45 Facebook Engagement Ratio Social Media Reporting: Facebook In association with: in association with
46 The Sparkloft Engagement Rate assesses engagement (likes, comments and shares) in proportion to a page s number of fans and number of posts. [(Likes) + (Comments x 2) + (Shares x 3)] / Number of Posts Number of Fans
47 Number of Fans Fan and Engagement Matrix Canada Sparkloft Engagement Rate Fans and engagement rate mapping plots both factors to compare competitor performance.
48 Number of fans Fan and Engagement Matrix Australia Sparkloft Engagement Rate Fans and engagement rate mapping plots both factors to compare competitor performance.
49 STAR PERFORMERS Facebook Newfoundland West Australia Lake Wanaka
50 Social Media Spotlight: Western Australia 8,468 7,425 7,405 Photos featuring scenery and animals. Influential users share photos for a chance at a holiday giveaway. Western Australia gathers images to use in their marketing
51 Social Media Spotlight: Newfoundland & Labrador Tourism 2,054 1,048 Moving images - use of powerful videos to tell stories. Strong local fans base drives sharing
52 STAR PERFORMERS Facebook 1. Visual 2. Bite Sized 3. Snackable
53 Measurement Framework
54 Measure Through Trip Planning Process
55 Measurements x 3 Audience Engagement Signals of Intent to Travel (or Goals Conversions)
56 Measurement Tool Box Use a core toolbox of analytics & measurement tools, technologies & skills Analytics Campaign Tracking Codes Trackable Phone Numbers
57 Measures A. Audience The number of people we reach 1. Visits, Page Views to Web Site 2. Responses or Opens 3. Audience Profile 4. Fans or other Social Media Measure
58 A. Audience: Analytics
59 Traffic = Audience = People
60 Audience Profile Quantcast.com Compete.com
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62 Audience Number of fans / number of views Number of followers Number of in circles Number of views / subscribers Number of check-ins (?) Number of followers Number of followers
63 Measures B. Engagement Quality of Online Experience 1. Bounce Rate 2. Page Views Per Visit 3. Time on Site 4. Facebook Engagement Ratio
64 Engagement: Interest & Desire
65 B. Engagement: Analytics
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67 Facebook Engagement
68 The Sparkloft Engagement Rate assesses engagement (likes, comments and shares) in proportion to a page s number of fans and number of posts. [(Likes) + (Comments x 2) + (Shares x 3)] / Number of Posts Number of Fans
69 Number of fans Fan and Engagement Matrix Destination Group A Sparkloft Engagement Rate Fans and engagement rate mapping plots both factors to compare competitor performance.
70 Measures C.Signals of Intent Signals of Intent to Travel 1. Views of Detailed Listings 2. Views of Event Listings 3. Website Referrals 4. Sign Up 5. Social Signals of Intent
71 Keeping Score 11/22 RTOS did not have goals set up or most of their goals were not tracking correctly (2011)
72 C. Signals of Intent: Analytics
73 Signals of Intent to Travel
74 SIGNALS OF INTENT ONLINE USER DMO WEB SITE CONVERSION STUDY SIGNAL OF INTENT TO TRAVEL - ONLINE GOAL Conversion Rate Click Through to Booking, pricing or availability info. 30% Referral: I clicked on a link from site through to another business 25% Ordered a State Tourism Visitor Guide 20% Deals or Specials viewed a deal or special 15% Events. I viewed event information 12% Hotel Listing. I viewed detailed listing info. on accommodation 10% Online Video. Watched a Video on the Site 10% Subscription. I signed up to receive s from the DMO 5% Map. I viewed a map on the DMO site 2%
75 C. Signals of Intent: Analytics
76 Consistent Goals The New Zealand DMO benchmarking program has defined four core Goals to measure consistently and for addition to the Benchmarking program in Goals: Signals of Intent To Travel 1. Business Listing Views 2. Business Listing Referrals 3. Sign Ups 4. 3 Pages or More
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78 Metrics That Matter 1. Benchmark performance against peers 2. Have a plan with measurable objectives KPI 3. Tool Box of analytics and research 4. Measure all marketing campaigns 5. Review, refine, improve
79 Greetings, Kia Ora! CHRIS ADAMS Director of Research GM, South Pacific Tel:
80 Additional Slides Conversion Research Overview Tourism New Zealand and DMO Digital Footprint Analysis Online Audience vs. Visitor Analysis (NZ) Bounce Rate Actionable Analytics
81 Conversion Study 1. Add Why to What 2. Validate & Value Signals of Intent to Travel 3. Economic Impact/ROI
82 430k 1.4m 140k 240k 130k 360k 200k 73k 200k 37k 400k 400k 82k 130k 190k 610k 150k 280k 680k 97k 200k Visits to regional-tagged content on newzealand.com
83 Tourism New Zealand & RTO Digital Footprint REGIONAL CONTENT: Ratio of Own Site Visits to TNZ Regional Content Visits Orange RTOs. RTOs where TNZ regional content activity equals more than 100% of their RTO web site Red: RTOs where TNZ content activity is less than 66% of their own RTO web site acti 300% 250% 200% 150% 100% 50% 0%
84 1.00 Online Audience vs. Size of Visitor Market Ratio Web site visits as a ratio of size of visitor market (CAM) 2012 est. Google Analytics visits est as a ratio of annual CAM visitor night numbers to Sept Green = strong ratio (online reach vs. size of visitor market) Blue = moderate ratio Red = weaker ratio
85 STAR PERFORMERS Overall Site Bounce Rate Nova Scotia Jasper Coromandel Lake Wanaka
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87 <40 STAR PERFORMERS Overall Site Bounce Rate % Overall Site Bounce Rates 46% Av. For US Destinations 47% Av. For Canadian Destinations 49% Av. For NZ Destinations
88 Landing Page Optimization Targeted landing pages are developed & tested. Test A 41% Bounce Rate 71% Conversion Rate Test B 38% Bounce Rate 89% Conversion Rate Test C 27% Bounce Rate 121% Conversion Rate Test D 24% Bounce Rate 114% Conversion Rate This A-B-C-D testing above led to a 85% lift in campaign performance.
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