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MATTHEW BARKER

I&I TRAVEL MEDIA

QUANTIFYING THE RESULTS OF CONTENT MARKETING CAMPAIGNS

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2 About AdventureEDU

3

1 ATTA Introduction

Webinar Presenter

4 Webinar & Learning Objectives

AGENDA

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The only UNWTO-backed adventure tourism training for governments, associations and individual companies seeking to deliver the best adventure travel experiences in a safe and sustainable practice. Learn…• What recent changes in the adventure industry mean for your business

and destination• How to improve the quality and safety of your adventure travel

experiences• How to assess your resources and construct distinctive adventure

travel experiences• How to manage adventure tourism business risk• How to create the best online and offline marketing strategies for

adventure businesses• How to bring public and private partners together to foster a thriving

market• And much more…. Online and in-destination options available

ADVENTURE EDU

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Head of Strategy, I&I Travel Media

ianditravelmedia.com

twitter.com/ianditravmedia

WEBINAR PRESENTERS

Matthew Barker

Founder, Alaska Alpine Adventures

alaskaalpineadventures.com

Dan Oberlatz

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LEARNING OBJECTIVES

2 Unpick the travel customer journey

3

1 Explore “attribution” in travel marketing

Understand analytics solutions

4 Identify, measure, improve

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Alaska Alpine Adventures

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The attribution quandary

Google Analytics: Conversions > Overview

So… Google good, Facebook bad?

Not so fast!

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The customer journey to purchase

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Example 1: “Early phase” visitors

Google Analytics: Acquisition > Referrals

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Example 2: “Early phase” content

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So how do we measure it all?!

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Step 1: Analytics configuration

Google Analytics: Admin > Goals

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Ecommerce Vs Goal Value

Goal Value = Revenue from goals / Number of goals

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Step 2: Conversion paths

Google Analytics: Conversions > Multi-Channel Funnels > Top Conversion Paths

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Step 3: Assisted conversions

Google Analytics: Conversions > Multi-Channel Funnels > Assisted Conversions

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Step 4: Customer journey analysis

Referrals & social media

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Step 5: Solutions

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SUMMARY & ACTIONS

2 Explore your Top Conversion Paths aka customer journey(s)

3

1 Check your Ecommerce and Goal tracking setup

Quantify value of indirect activities

4 Identify new opportunities