While Stephanie is a professional on top quality hotels, Melissa covers the opposite of the formula with independent hotels. Each side of the coin utilizes various attribution models and different KPIs to measure digital marketing performance. It is not as cut and dry as one might believe …
In September 2021, Stephanie Smith of Cogwheel Marketing, one of our Specialist Partners, and Melissa Kavanagh of Westgate Resorts did a joint discussion on “Defining Success in the New Market”.
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Secret takeaways from the Presentation
The Problem with Website Analytics Data (For Independent Hotels).
Model Comparison Report.
While all of the above is AWESOME, branded hotels are far more minimal in their information abilities.
Where does display appear in those previous reports? How do you really know the effect it has, when so few individuals click to determine them on the site? What about social?
We are now confronted with both: attribution theft and lack of clarity in the information.
The bottom line is that there are no absolutes in site analytics information. All of these designs are about comprehending how a channel plays into the customer journey.
Back in the old days prior to the web, there was stating in marketing that half the money we invest in marketing is squandered. Regrettably, we do not know which half.
Im not saying do not take note of ROI/ROAS, Im stating it is only part of the bigger picture..
Considering that the birth of good site analytics, we are now ruined with ALL the data. In reality, we have so much information that if you built up all of your reported profits from diverse sources, we d likely be making double the income that is on the books.
Focus on how the conversion worths shift by comparing different kinds of models.
You Must Unlearn What You Have Learned (For Everyone!).
Worth close to 0 shows that the channel functioned mostly as the last conversion interaction. Worth near 1 reveals that its similarly assisted and last. Value more than 1 reveals channel functions in an assist role.
Attribution designs have to do with understanding customer journeysMarketing does not get a seat at the business strategy table if KPIs do not line up with total hotel goalsAdd a holistic technique to the channel mix against the comp set to be part of real commercial strategySlice and dice website behavior before AND after getting to the reserving engine to see how various segments of traffic act
Other Hotel Marketing KPIs.
The majority of what is quantifiable in these reports is bottom of funnel.
Evolve Past ROI (and ROAS).
Sample Assisted Conversion Report.
Take a look at the Assisted/last click column:.
Given that more ROAS is determined off reserved data, are you considering your cancellation rate?You can get an excellent ROAS from Expedia Travel Ads, however is the hotel, as a whole, still carrying out? Did your campaign drive enough earnings to make a distinction, in the best sectors? Did you in fact move share, either from the OTAs or from the compensation set?This principle is taken a step even more in “It is time for Hotel Marketers to Evolve Past ROI”.
Heres the issue with everything we simply looked at: None of it is 100% accurate.
Take a giant action back and look at ALL of the costs associated with marketing the website against what is produced.
Attribution Models & & Tracking Capabilities (For Branded Hotels).
Ask yourself these questions when running a campaign:.
Test branding methods by turning them off and on to see what effect it has on search volume and search traffic to the site.
What other KPIs should I be looking at? Did your $250 invest in Expedia Travel Ads make a damage in this months budget?
Instead of comparing your website efficiency against itself (or as an ROI against firm charges, ugh)– why not compare brand.com versus the comp set in Demand360 or Kalibri Labs?
Why? Misaligned KPIs..
Step 1: Get Visitors to the Booking Engine.
Rather of jumping to switch on Expedia Travel Ads, have you wanted to see if you currently surpass the compensation set on that OTA?.
Step 2: Get THROUGH the Booking Engine.
Often marketing doesnt get a seat at the “table”. There are extremely few Vice President of Marketing positions within hotel management business. Every business has VP Sales and the majority of have VP Revenue Management. Heck, many business do not even have a marketing position at business.
While it is true most non-marketers value an excellent ROI, it stops there. How can you reveal effect on total hotel performance or on specific sectors?.
I still consider Channel Mix as layering a cake, but (just recently) some of those layers are missing. Thanks, Covid.
Channel Mix is only as good as compared to your compensation set.
More examples are highlighted at “A New Way to Look at your Hotel Marketing Campaigns.”.
Site Journey Analysis (For Independent Hotels).
Channel Mix is a fan preferred KPI for digital marketers.
Use a Got to Booking Engine objective to source, landing page and gadget type reports, and be prepared to break each of those down further.
Get a Seat at the Table.
Exact same with MetaSearch, was 100% of that profits in your ROI calculation incremental? Or was it a channel shift? You need to be computing on the distinction in paid commission if channel shift.
A Different Way to Look at Channel Mix.
How well is the front-end of the website doing to attract visitors to try to find a space? The conversion rate of getting visitors to the scheduling engine will show you how great your photography, material and contact us to actions are working.
Ask your Sales and Revenue Manager what KPIs they are attempting to reach and then discover alignment.
When visitors get to the engine, what is taking place to them?
Develop a segment of visitors who showed up at the engine, and use that section to source, landing page, and device type reports.
Within your tracking, you can determine to see who is going to your booking engine.
Each side of the coin utilizes different attribution designs and different KPIs to measure digital marketing performance. Sometimes marketing doesnt get a seat at the “table”. There are really couple of Vice President of Marketing positions within hotel management company. Heck, many companies dont even have a marketing position at business.
Booking Engine Segment Analysis.
You can also see how the funnel changes when you upgrade rates, or there are accessibility shifts. Furthermore, youll see the impact of engine-wide modifications, like shifting where the full rate of the space is revealed to the consumer.
Develop a segment of visitors who arrived at the engine, and use that sector to source, landing page, and device type reports. Again, be prepared to break one down by another measurement. You can use this data to better comprehend WHY specific traffic acts in a certain way, or see if a specific source is over/underperforming the rest of traffic.
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Keep in mind as well where revenue management and on-site operations enter into the consumer journey.
By taking a look at this funnel, not just can you see the conversion rate of each action, but you can see if people where people are going on the website, if they leave the engine.
While Melissas likes a great funnel, Stephanie hates the word. For that reason a completely brand-new flywheel was developed to display the evolution of the customer journey and the respective KPIs along that journey.
Even if more people from a particular source get to the engine, doesnt necessarily mean they convert well once they arrive.
Flywheel, NOT Funnel (For Everyone!).
Develop a funnel that clearly shows each step of the booking engine, from space outcomes, to checkout, and reservation.