Interactive Mktg. Mgr. Creative KPIs & Heads in Beds | - PowerPoint PPT Presentation

Zeek Coleman Interactive Mktg. Mgr.

Creative

KPIs & • Heads in Beds | Passenger Count | ROAS Budget • Budget: $175,000 • Goal: Late Summer, Early Fall & All Winter Bookings • Run Dates: August 2016 – January 2017 • Result: It depends on what you call successful…

Staff Meeting

Reporting Platform Screenshots

Revenue Generated: $35,763 $40,000.00 $35,000.00 $30,000.00 $16,250 $25,000.00 $20,000.00 $15,000.00 $10,000.00 $19,448 $5,000.00 $0.00 Travel Publisher Hotel Rev. Est. Air Rev.

Reporting Platform Screenshots

Searches for SAV $9,000.00 $8,000.00 $7,000.00 $6,000.00 6,197 $5,000.00 $4,000.00 2,327 $3,000.00 $2,000.00 2,708 2,326 $1,000.00 $0.00 Travel Publisher Newspaper Site Hotel Search Air Search

Total Travelers $400.00 $350.00 $300.00 $250.00 266 $200.00 $150.00 90 $100.00 $50.00 89 80 $0.00 Travel Publisher Newspaper Site Hotel Travelers Air Travelers

Room Nights Generated $1,000.00 $900.00 $800.00 $700.00 $600.00 $500.00 743 $400.00 $300.00 275 $200.00 $100.00 122 105 $0.00 Travel Publisher Newspaper Site Total Hotel RNs Total Air RNs

What’s wrong with that? $175,000 Investment $10,000 Investment

Total Investment $200,000.00 $175,000 $180,000.00 $160,000.00 $140,000.00 $120,000.00 $100,000.00 $80,000.00 $60,000.00 $40,000.00 $20,000.00 $10,000 $0.00 Travel Publisher Newspaper Site

Revenue Generated $70,000.00 $60,000.00 $50,000.00 $44,500 $40,000.00 $30,000.00 $16,250 $20,000.00 $10,000.00 $19,448 $18,932 $0.00 Travel Publisher Newspaper Site Hotel Rev. Est. Air Rev.

Results ROAS $7.00 $6.36 $6.00 $5.00 $4.00 $3.00 $2.00 $1.00 $0.20 $0.00 Travel Publisher Newspaper Site ROAS

In Native, go with the guaranteed view!

Don’t judge a booking by it’s cover

You’re not a data scientist…be reasonable.

Use data to negotiate better ad buys

Key Takeaways

Key Takeaways & Action Items 1. Get a data partner now. Adara, Arrivalist, Sojern, Expedia…if you work with these partners, do your best to ensure you have the most relevant reporting. 2. Don’t work with partners just because they have a good reputation in print. They may be good, but make them prove it via the data. 3. Don’t be a jerk about it. You’re not a data scientist. Just try to be fair and let the tools help you justify the buy or help you decline. Be sure to consider outside factors that affect performance: creative, seasonality, pricing structure, etc. Be willing to work with them and maintain open communication. Hire an outside consultant, if needed. 4. Don’t judge a book-ing by it’s CTR. Some of the best placements have bad CTRs, but grab the right attention and drive them to book. 5. Leverage the data to get the best bang for your buck. Let the data do the talking and leave it at that.

Zeek Coleman Thank You! Interactive Marketing Manager | Visit Savannah ZColeman@VisitSavannah.com | @ZeekColeman LinkedIn.com/in/ZeekColeman