Josh Williams

Digital Marketing Director

Visibility & Conversions

Who We Are

Display Advertising · Social Media Marketing & Advertising · Media PlanningSearch Engine Optimization · Retargeting · Search Engine Marketing · Email Marketing

When should DMOs measure performance?

Always

When should DMOs use ROI and KPIs?

As much as possible

What metrics should DMOs focus on?

KPI vs. Goals

“Begin with the end in mind.”– Stephen Covey

Ask Yourself…

• What are our overarching objectives? (KPI)• What do we want to achieve with this specific campaign? (Goals)• How does this campaign fit into the whole picture?• What are our limitations in tracking? Can they be overcome?

Goals Depend on…

Funnel Channel Audience

Awareness Reach, CPM, SOV Direct Response Conv. Rate AgeStudents, New

Families, Retirees

Consideration CPC, CTR SocialEngagement,

Growth, ViralityLocation

At work, On the go,At home

PurchaseROI/ROAS, CPL,

new vs returning

Media Buys CPM, eCPC, CTR, Bounce Rate

ActivityActive (Search,

Content), Passive (Social, Video)

VideoViews, Reach,

Cost/ViewDevice

Desktop, Tablet, Mobile

↓ ↓ ↓

KPI: Visitors in Destination

Problem: How do we connect our advertising to hotel bookings?

Measuring Impact on Hotel Bookings

Hotel Booking Engine

Advertising Channels Our Site Hotel Website Hotel Customer

We add a javascript snippet on all hotel confirmation pages which

feeds into our analytics

Problem: How do we measure the impact of awareness and branding campaigns?

New Visitation as a Metric

16%

25%

33% 34%

38%

42%

2008 2009 2010 2011 2012 2013

Started measuring new visits in 2008

More information helped increase new visitors more than 1.5x five years later

Case Study: Beach House Giveaway

Case Study: Beach House Giveaway

Goals:50,000 new email subscribers$1.80 CPL

Results:over 74,000 new email subscribers$1.50 CPL

Case Study: Beach House Giveaway

Social Media Display Video Email Marketing

Entries 23,000 51,000 n/a n/a

CPL $1.15 $1.65 n/a n/a

Channel-specificmetrics

ReachEngagement

Follower growthVirality

eCPCCTR

ReachViews

Average view length

Open rateCTR

We also tracked our KPI (hotel clicks) in every channel

Thank You

Josh WilliamsDigital Marketing ManagerVisibility and Conversions866-686-7275josh@visibilityandconversions.com