Decision Making at Fairmont Raffles Hotels Intl Emetrics, London 2012 Barbara Pezzi, Director Analytics & Search Optimization

Countless Domains, too many to fit on one slide

Countless Departments

Limited resources..

Rule no1: get the goals and KPIs from each dept

• If you do not know what it is that you or they are trying to achieve, it becomes very hard to measure how successful you have been.

Rule no1: get the goals and KPIs from each dept

Rule no1: get the goals and KPIs from each dept

• Establish what is important to your stakeholders and set these up in your analytics tool as soon as possible

Rule no1: get the goals and KPIs from each dept

• If you use GA, paditrack will allow you to create goals/funnels and apply them retroactively as well. It’s free and works great.

Rule no1: get the goals and KPIs from each dept

Users love dashboards – create custom ones for each department with their own goals/KPIs

Rule no1: get the goals and KPIs from each dept

Users love dashboards – create custom ones for each department with their own goals/KPIs

Rule no2: follow the money

• Start by analysing the performance and ROI of current marketing investments, be it Social Media, Pay Per Click, EDMs… and establish what is working and what is not.

• Are there any traffic sources (ex. a search engine or a new referring site) showing promising results? Should you be investing more?

• Are all countries performing equally well? Do you need to add new languages to the website?

• Are you paying for the wrong kind of traffic?

Rule no2: follow the money

• Go to the traffic channel report, switch to “Comparison” and identify at a glance which channel’s conversion is below average:

Rule no2: follow the money

Rule no2: follow the money

• Don’t forget secondary dimensions – sometimes sufficient enough to avoid custom reports and subsequent sampling

Rule no2: follow the money

• Always apply a segment

Rule no2: follow the money

• It is not just about making money, but also about losing money or saving money

• Whenever possible, try to associate financial values to non-ecommerce metrics, if you require “extra attention”..

Rule no2: follow the money

Theory in practice - PPC

GOAL: set up a PPC Adwords campaign for a hotel. Step 1: select countries

Theory in practice - PPC

After one month, review conversion rates and key metrics by country vs all visits – create segments for campaigns and campaign countries

Theory in practice: PPC

Then review individually and compare countries

Theory in practice - PPC

Finally dig deeper and compare: - Landing pages - Regions (for large countries, ex US) - Content viewed - Keywords used - Time parting (when did they buy the most?) - Ad position and ad text

Theory in practice - PPC

• Check match type share/keywords.

Theory in practice - PPC

• Geo-target, especially when targetting large countries

Theory in practice: after 6 months of optimisation

Theory in practice: the social dilemma..

25% of SMBs have no strategy and only 28% of small and 24% of medium businesses measure their ROI of social media activity

• Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/

First things first: goals

• http://www.forbes.com/sites/markfidelman/2012/09/20/the-state-of-social-media-at-work-in-one-quick-infographic/

First things first: goals

• Establish what the main goals of your social media activities are and ensure these are tied to the company actual business goals and solve business questions. If the investment is in $, then the return also has to be in $. It can’t be followers, likes or clicks. You have to tie your results to a $ amount.

• “ROI isn’t an afterthought: acquiring Twitter followers and Facebook likes won’t drive a whole lot of anything unless you have a plan. In other words, if your social media activity doesn’t deliberately drive ROI, it probably won’t accidentally result in any.” (Olivier Blanchard)

• Goals do not have to be limited to ecommerce activities as long as they are tied to business values. Cost savings count too, ex: call centre savings, recruitment fees, additional web traffic..

• Remember the golden rule: • Specific • Measurable • Attainable • Relevant • Time-bound

First things first: goals

Set up your tracking • Tag all your posts with campaign tracking codes

• :

http://bit.ly/ga-campaign-tool

Set up your tracking

Theory in practice - Social

•Start by comparing “your traffic” vs other traffic from the same channel

Theory in practice - Social

•Dig deeper and review each individual post results by site usage, goal completion, ecommerce

Theory in practice - Social

•Review aggregate data: ex by country, most popular pages, day parting

Theory in practice - Social

• Evaluate potential SEO/SEM savings. 25,627 visits: how much is this worth in traffic? If I paid $X for each click..

Theory in practice - Social

Theory in practice - Social

Theory in practice - Social

Theory in practice - Social

Theory in practice - Social

• In your ROI calculation take:

• Booking/Revenue for each post and site • Overall conversion uplift / booking increase which can be directly tied to your SM efforts

• Don’t forget your costs and assisted conversions

• Based on your business goals you can add: • New loyalty members sign-ups • Revenue per visit for each site • Savings (ex call centre fees, head hunting fees..) • PR exposure for article retweets • Additional traffic generated by SM x Average CPC (or SEO cost per visitor)

Theory in practice – Social. A year later....

Additional tips: Twitter traffic

Rule no3: make the most of your tools

• Automate anything that can be automated: reports, alerts, dashboards

• Take advantage of all the features available, ex custom variables in GA, custom segments, integrations (GA API partners, Omniture Genesis partners, etc)

• Make it “your own”: customise the tool as much as possible, to suit your needs and your business

• Gain enough technical knowledge to know what is feasible both on your site and in your analytics solution

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

Rule no3: make the most of your tools

• Regex: ^\s*[^\s]+(\s+[^\s]+){2,}\s*$ • or click on • https://www.google.com/analytics/web/permalink?type=advanced_segment&uid=1FgpQ85QRvO9sN_n-Q_MuA

Rule no3: make the most of your tools

Rule no3: make the most of your tools

A few additional tips:

• Periodically scan the site to ensure all pages are tagged. Observe Point or HubScan are great. If your budget don’t stretch that far, be creative:

A few additional tips:

• Don’t stress over attribution modelling

A few additional tips:

• Sometimes you have to follow the “make me look good” order from above... • Be mindful of your IT resources and build cycles: Big Data, APIs, multivariate testing, etc are all good, but you need time and resources to make it happen. Focus on what you can change and what will make the biggest impact to your bottom line.

A few additional tips:

• “Good artists copy, great artists steal” (Picasso) – there are plenty of resources online. Make the most of them. A few examples:

• http://www.lunametrics.com/blog/2012/04/25/extrapolating-segmenting-not-provided-keyword-tool/

• http://www.distilled.net/excel-for-seo/ • http://labs.juiceanalytics.com/chartchooser/index.html • http://www.seobook.com/maximizing-google-analytics-insight-seo-custom-reports

• Custom Dashboards by Justin Cutroni (just click on link and assign profile): • http://goo.gl/gafiH – Social Media dashboard • http://goo.gl/I322w - Mobile ecommerce dashboard • http://goo.gl/eZfV5 - Site performance dashboard

In conclusion:

• Start with the goals and then measure accordingly. Don’t measure activities but results. If you are not gaining valuable insights, revisit your metrics.

• Decide what you are trying to understand and/or analyse before you log-in to your analytics tool. It is easy to get sidetracked.

• Customise and make it relevant to your business: segments, goals, metrics.

• It’s generally either about making money, saving money, retention/loyalty. Analyse accordingly.

• Save time: automate and train your users as much as possible

“"Not everything that counts can be counted, and not everything that can be counted counts.“

(Albert Einstein)