smart travel data summit, amsterdam 2017 · audience is to simply ask customers their reasons for...
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Smart Travel Data Summit, Amsterdam 2017
Barbara Pezzihttps://uk.linkedin.com/in/barbarapezzi
} 23 years in Hospitality} Both Property and Corporate Roles} Former Director of Search and Digital
Analytics at Fairmont Raffles Hotels & Resorts for 16 years
} Freelance consultant & tutor at Squared Online (Google Digital Marketing Course)
https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html
} “The reason personas failed to achieve true personalization is that they were too simplistic to reflect the unique attributes that differentiate individual customers and prospects from the mass of other similar customers and prospects.”
http://www.cmo.com/features/articles/2017/1/16/why-personas-dont-work-and-what-innovators-are-doing-differently.html
} Combine data sources to gain a more complete view of your audience.
} Share data/insights across teams.} Integrate analytics & marketing technologies.} Never assume – use the data. Your online audience
is not always the same as your offline audience.} Make the most of your existing tools before you
start investing.
} Understanding your website audience mix in terms of gender, age, and interests lets you understand the kind of creative content you need to create, where you should be advertising and the kind of audiences you need to develop for marketing and remarketing campaigns.
} Apply a segment relevant to your business (ex “Suite Buyer”) or based on a traffic channel to better understand that specific group of users (ex “Social Media”, “Newsletter Subscribers”).
} Compare segments: buyers vs non-buyers, loyalty members vs non, paid search vs organic search, email subscribers vs new visitors..
} Analyse and personalise your website content, newsletters, emails, social media posts, blog.
} Use the data for better ad targeting in your Adwords search, display, video campaigns (https://support.google.com/adwords/answer/2580383)
} https://support.google.com/analytics/answer/6205850
} Requires User ID to be enabled. You can view each individual user history.
} Create segments for analysis and remarketing.
} Can be expanded with imported data from your own CRM.
} Requires User ID to be implemented.
} Segment by channel and compare
} Additional context to your data results in more relevant/easier analysis. Ex: which type of content works best (recipes, city guides, activity guide..) or which types of product are most popular with your loyal guests (city vs resorts, luxury vs budget).
} Can be used for remarketing.} Add cost data from non-google campaign and
refunds/cancellations. Do some segments tend to cancel more than others? Compare campaigns ROI and audiences.
} Identify how customers use a channel and tailor message accordingly. Do they behave differently based on the chosen channel?
} Always customise your channels.
} You may not have many chances to “impress”..} Do you actually “need” an attribution model?
} Site search tracking takes seconds to implement.} How do different segments use site search?} Search terms can be used for SEO/PPC or content
development.
} Don’t just focus on a single session: visitor based segments.
} Some segment ideas:•Non-bounce social media/ppc/seo/etc traffic•New vs repeat bookers applied to paid traffic•Loyalty members•Premium product buyers•Long time on site, no purchase •Demographics segments•Visitor with first visit from x date – y date via campaign•Mobile device type/OS •Check out abandonment
} A an easy, effective way to better understand your audience is to simply ask customers their reasons for visiting/abandoning your website, becoming a user, or subscribing to your newsletter.
} Use the information to personalise the next page, email or newsletter and for CRO.
} Do not ask too many questions. Focus on what is important.
} Integrate your survey tool with GA or your analytics solution and segment data accordingly.
} https://www.surveygizmo.com/
} https://www.iperceptions.com/
} http://www.questionpro.com/
} https://www.surveymonkey.com/
} https://www.google.co.uk/forms/about/
https://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-experiment-act/
} Make the most of your tools and combine data from various sources.
} Data needs context to be meaningful. Always segment.
} Take the time to understand your audience and personalise accordingly. Always test first.
} Technology is important but people are key. Don’t invest in an expensive solution until you have a strategy and the right resources in place, so that you can act on the data fast.
https://uk.linkedin.com/in/barbarapezzi