google analytics master class - internetrix

Google Confidential and Proprietary 1

Carnival Australia – P&O CruisesAttribution, Attention & Acquisition with Google Analytics

Geoff McQueengeoff.mcqueen@internetrix.com.au@geoffmcqueen

Google Analytics Master Class 2010 #gamc

Introduction

Carnival Corporation & PLC

• Global cruise company and one of the largest vacation companies in the world.

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Google Analytics Master Class 2010 #gamc

Introduction

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• In the last 2 years, Carnival has increased their P&O Cruise Liner fleet from two ships to four:

• More destinations

• More services

• More capacity

Google Analytics Master Class 2010 #gamc

Introduction

• Business needs to build demand to fill this capacity

• Attracting new customers to cruising is critical!

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• Pacific Dawn – 2020 passengers

• Pacific Sun – 1960 passengers

• Pacific Jewel – 1950 passengers

• Pacific Pearl – 1800 passengers

Google Analytics Master Class 2010 #gamc

Introduction

• Carnival battles with a long sales cycle

• And an emotional buying process

• The web plays a very important role in facilitating: Education

Research

Enquiries

Bookings

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Google Analytics Master Class 2010 #gamc

Introduction

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• Carnival teamed with Amnesia Razorfish - AdNews Digital Agency of the year 3 years running

• Amnesia Razorfish developed a visually stunning and information rich website

Google Analytics Master Class 2010 #gamc

Introduction

• Towards the end of the Amnesia Razorfish website implementation, a formal web analytics evaluation process was undertaken

• Internetrix was selected to implement Google Analytics through the new website

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Google Analytics Master Class 2010 #gamc

Approach

• Internetrix GA Consultants and Developers worked closely with Amnesia Developers

• Methodology followed Internetrix “Three A’s” theory

• Internetrix encourages continuous improvement of the website through making decisions based on data.

“Actionable Insights”

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Attribution Attention Acquisition

Google Analytics Master Class 2010 #gamc

Attribution

Traffic Sources

• Identifying where your visitors are coming from

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Search Engines

Referring Websites

Direct Traffic

Google Analytics Master Class 2010 #gamc

Attribution

Geographical Areas of Interest

• Identifying where your most effective visitors come from

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Google Analytics Master Class 2010 #gamc

Attribution

Keywords

• Google Analytics provides information on the keywords used by visitors coming from search engines

“We were able to use Keyword reports within Google Analytics to discover the ‘low hanging fruit’ keywords that could be used for our SEO

and SEM efforts”

-Brenton Jones, Carnival Australia

• Effective keywords for SEO efforts that provided increased referral of ‘conversion ready’ visitors from search engines

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Google Analytics Master Class 2010 #gamc

Attribution

Campaign Tagging

• Google Analytics allowed for advanced tracking of campaign performance

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www.pocruises.com.au/cruisesale/

Adwords Integration

Manual Campaign Tracking

www.pocruises.com.au/cruisesale?utm_source=newsletter&utm_medium=email&utm_campaign

=Biggest-Cruise-Sale

Google Analytics Master Class 2010 #gamc

Attention

Entry & Exit Pages

• What are the main landing pages – first impressions and clickpaths to success

• What are the main exit pages – visitor retention

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Google Analytics Master Class 2010 #gamc

Attention

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Rich Media Interaction

• Using Events to track play, pause and at what point people ‘leave’

• Extensive use of virtual page views to correlate visitors who watch videos all the way through with visitors who convert.

Google Analytics Master Class 2010 #gamc

Attention

Click-paths & Funnels

• Improve conversions by knowing what your visitors best react to

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Google Analytics Master Class 2010 #gamc

Attention

Measuring 404 error pages

• Assisted in transition from old website to new

• Insight into what users are looking for but cannot find

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Google Analytics Master Class 2010 #gamc

Acquisition

• Measuring the success of the website and knowing from where and how it came about

• P&O have several points of conversion Completing booking process

Printing cruise details

• Increasing success based on data, not just ‘hunches’

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Google Analytics Master Class 2010 #gamc

Acquisition

Transactional Acquisition – ‘Show me the money’

• Ecommerce code tracking code to apply $ values to acquisition & attention

• Powerful & Fast Return on Investment (ROI) information

• Continued marketing expenditure is backed by Google Analytics data

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e-commerce tracking code

Google Analytics Master Class 2010 #gamc

Acquisition

Online -> Offline Acquisition

• Not all users are willing to book and pay for a cruise online and often print prices/details for their offline travel agent

• To track these online->offline conversions, Internetrix setup tracking code to track the “Print this page” action and setup goal funnels.

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Google Analytics Master Class 2010 #gamc

Outcomes

• Carnival now has detailed, actionable information about: Attribution – where are visitors coming from, what campaigns are working?

Attention – what are visitors looking at, and what patterns drive repeat visits & conversions

Acquisition – what does the funnel look like and what sources are paying the best

• This is a dramatic improvement over counting visits or pageviews.

• Actionable insights are driving continuous improvement initiatives

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Attribution Attention Acquisition

Google Analytics Master Class 2010 #gamc

Conclusions

• Google Analytics as a tool is now on-par with the best in the market, with events, rich media, advanced segmentations and flexible goals – all enterprise grade features.

• With the savings on the ‘tool’, Carnival was able to invest their budget on skills & people, and has seen instant ROI.

• The process of assessment and improvement is continuous, focused around the actionable insights from the Three-A’s.

• There’s a lot more to come in the future – up and to the right!

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Google Confidential and Proprietary

Thank You!

www.internetrix.netgeoff.mcqueen@internetrix.com.au

For a copy of these slides, please visit www.internetrix.net/masterclass

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