JILL DAVIS DIGITAL MARKETING MEASURMENT STRATEGY

Transcription

1 JILL DAVIS DIGITAL MARKETING MEASURMENT STRATEGY

2 LADERA ST. LUCIA RESORT Ladera is a Romantic Paradise and Resort located on the island of St. Lucia. Since 1982, Ladera has been recognized as one of the finest resorts of its kind. This resort offers 32 suites all with open-air views of the Pitons and Caribbean Sea. While at Ladera, enjoy the breathtaking scenery and exquisite cuisine while relaxing by the pool. You would not want to miss this truly magical and romantic experience. Head to

3 WHY DOES THIS SITE EXIST? Ladera.com exists to show potential vacationers what Ladera is all about and why it such a luxurious and romantic spot to vacation at. The website allows users to book rooms directly on the site all with the convenience of clicking a button. The website also allows users to view descriptions and a photo gallery of all of the amenities the resort has to offer. In addition, the website lists exclusive offers and promotions that are currently going on. Ladera s goal is to get users to book a vacation with them and to actually show up and enjoy the experience of a lifetime.

4 AUDIENCE Ladera s target audience is any couple looking for a romantic getaway. Whether it be a couple on a honeymoon or a recently retired couple, Ladera is the perfect place to be. This resort is also perfect for destination weddings as it provides over 32 suites. Our Romantic Couples Audience is important to note so that we know specifically who we are marketing to.

5 GOALS Macro Steps to set Macro Goal on Google Analytics The Macro goal is to get users to book reservations with Ladera. We want users to end up at the /thankyouforbooking.html page. This means that users have completed their reservation with Ladera. Macro Conversion Funnel

6 GOALS Micro Subscribe to List This means users will subscribe to the Ladera list to receive updates, offers and promos. I recommend doing this so that users will remain in the loop even if they are not yet ready to book their vacation with Ladera. Read Reviews This means that users will engage with the reviews pages for a set duration of at least 5 minutes. I recommend setting this goal so that we can see if reviews are negatively or positively impacting our users. Play Image Slideshow This means that users will interact by clicking on the image slideshow to view various photographs of the resort. I recommend setting this goal so that we can see if users are using the image slideshow feature to easily view the photo gallery.

7 REGIONAL SALES MANAGER FILTERS I recommend that each manager use a separate filter in Google Analytics to view sales in South America, Europe and North America. This will allow each manager to view his/her sales solely by geographic location.

8 REGIONAL SALES MANAGER FILTERS North American Sales Only European Sales Only South American Sales Only

9 WEDDING CAMPAIGN CONT. We would advertise this campaign through s, Instagram and Facebook ads. Using the Google URL builder, I have come up with URL s to use in the campaign. tagram&utm_campaign=wedding%20 Package&utm_medium=Promoted%20 Post&utm_content=Promo1 Chimp&utm_campaign=Wedding%20Pac kage&utm_medium= %20ad&utm_ content=promo2 acebook&utm_campaign=wedding %20Package&utm_medium=CPC&u tm_content=promo3

10 IMPORTANCE OF USING GOOGLE URL BUILDER These URL s generated by the Google URL Builder, provide insight into Conversion, ROI and Future Marketing Campaign Investment. Using the URL s will allow us to track conversion differences among various networks for specific posts in the campaign. We will be able to track visits and goal conversions for each platform. After we measure conversions, we will be able to calculate our ROI which will tell us how much money we have made from the various advertisements. Without the URL tagged in the ads, we would not be able to track where the information is coming from. This will allow us to prioritize what we will want to use in Future Marketing Campaign Investments.

11 UNDERSTANDING VISITORS The metrics we want to watch are Geography Age New vs. Returning Users Average Session Duration Bounce Rate Sources for Incoming Traffic Value Per Visit These metrics are important to track because we want Ladera to have useful content that attracts loyal customers. This will allows us to better understand the user and provide us with knowledge that will enable us to optimize each metric. We want to accomplish our final goal of getting users to book with Ladera.

12 RECCOMENDATIONS Cater all site content and ads to our target audience, the Romantic Couple who wants to escape to paradise. Update the Gallery and Activities pages immediately with relevant/up-to-date images and information as these are the main pages our users visit. Immediately set our Macro Goal as getting users to book with Ladera. We need to get our users to the Thank You for Booking with Us page. Promptly set out Micro goals as subscribe to the Ladera list, read reviews and play our image slideshow. This will keep our users in the loop and updated on why they should book with Ladera now! Set filters in Google Analytics right away so that our Regional Sales Managers can properly view sales by location.

13 RECCOMENDATIONS CONT. Immediately set the Wedding and Reservations sections as the main landing pages for Ladera. When users come to our website these landing pages are where we need the process to be as smooth as possible. Create a Wedding Campaign right away. The campaign will be advertised through Instagram, Facebook and by using the Google URL Builder. We need to begin tracking the ROI and conversions immediately so that we can identify successful future campaign investments. We need to start understanding our visitors by watching their geography, age, new vs. returning users, average session duration, bounce rates, sources for incoming traffic and value per visit. We need to attract loyal customers and understand the importance of each of these metrics to eventually get users to book with Ladera.

14 BOOK TODAY!!