gamc2010 07 - optimizing raffles hotels and resorts - rajitha dahanayake - e marketingeye

Google Confidential and Proprietary 1

Optimizing Raffles Hotels and Resorts

Rajitha Dahanayake CEO, eMarketingEye [email protected] http://twitter.com/emarketingeye

Google Analytics Master Class 2010 #gamc 2

About Raffles Hotels and Resorts

Google Analytics Master Class 2010 #gamc

Campaign Objectives

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The Challenge

•  Provide hotel level reports and tracking the performance at Hotel

Level

•  Measure the online marketing campaign performance in terms ROAS

and Brand Awareness

•  Optimize the online marketing campaigns in terms of Bookings,

Revenue, ROAS and Brand Awareness

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Advanced Transaction Tracking

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•  Track the transaction numbers by medium (eg: PPC booking numbers)

•  Analyzing the customer profile and formulating online and offline marketing strategies

Implementing the Charge Back Model

Flexibility of Google Analytics

for Customizations


Tracking the Performance of Different Mediums

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•  Tracking the Visitor, Revenue information of different

mediums

•  Measuring the success of online marketing

campaigns

•  Measuring the success of all Web Related activities

•  Tracking SEO, PPC, E-mail Marketing and E-mail

Signatures etc

Where to invest? How to manage the budgets efficiently and effectively ?


Tracking the Performance of Different Mediums

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•  Ongoing changes to the Keyword Strategy in SEO and PPC campaigns

•  Focusing on keywords generating higher returns (Bookings / Revenue)

•  Landing page optimization (Driving visitors to landing pages generating more revenue and bookings)

•  Identify new markets for PPC campaign by looking at Looker to Booker conversions of SEO and Direct visitors

SEO Bookings 2008 vs 2009

PPC Bookings 2008 vs 2009


Brand Awareness

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•  Monitoring the Pages / Visit, Time Spent on the Website, Bounce Rate of PPC visitors

at Hotel Level

•  Optimizing the landing pages

(Example: Changing the first image of Raffles Hotel Le Royal helped to reduce the

Bounce Rate from the Photo Gallery Page)

How can we increase the customer engagement / brand awareness?

Bounce Rate


Brand Awareness | Pages/Visit and Time on Site

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69% increase in Pages / Visit in 2009 compared to 2007

109% increase in Time on site in 2009 compared to 2007


Brand Awareness | Bounce Rate

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46% drop in Bounce

Rate in 2009

compared to 2007


Geo Target Campaign Optimization

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•  Analyzing the geo market performance by medium in

terms of visitors, bookings and revenue

•  Optimizing the PPC campaign by implementing geo

market strategy

•  Identifying Organic keywords working for each market

and use them in the PPC campaigns for specific

markets

•  Targeting specific geo markets with relevant offers and

packages (Example promoting Weekend Offers to

Middle Eastern Market)

Which geo markets are

performing? How can we extend

the reach to new markets?


Analyzing the Booking Steps and Optimization

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•  Identify the top pages that send visitors to the Search Results

page. Driving PPC visitors to these pages in order to improve the

Looker to Booker conversions

(Example: Raffles Best, Book Early with Raffles)

•  Success of the offers resulted in Hotels introducing ongoing

special offers online.

•  Monitoring the booking process is critical in order to understand

the visitor behaviour (Understand the Exit Points and improve the

steps)

•  Top links on the booking process was opening on the same

window and this was changed to New Window and this helps to

improve the funnel conversions

What are the exit points? What are the areas that needs improvement?


Analyzing the Booking Steps and Optimization

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40% increase in Funnel Conversion Rates in 2009 compared to 2008

80% increase in Funnel Conversion Rates in 2009 compared to 2007


Learning's for Raffles and eMarketingEye

•  Importance of monitoring performance by market / product in this case

creation of separate profiles for each Hotel

•  Measurable marketing helped to identify online advertising as a distribution

channel not just an advertising platform

•  Importance of monitoring the complete buying cycle of the consumer from the

time he/she enters the website and making a booking / conversion or Exit

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Three Things to do tomorrow

•  Always track Conversion Revenue Data (By Product . Market in this case

By Hotel)

•  Analyze visitor behavior at page level in terms of overall engagement with

the website (Time Spent, Pages/Visit, Bookings)

•  Effective Landing Page Optimization in order to improve the conversions

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Google Confidential and Proprietary

Thank You!

http://www.emarketingeye.com/ [email protected] http://twitter.com/emarketingeye

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gamc2010 07 - optimizing raffles hotels and resorts - rajitha dahanayake - e marketingeye

Technology

ppc bookings

ppc campaigns

ppc visitors

terms of bookings

geo market performance

bounce rate of ppc

booking conversion

raffles success