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Table of contents

Acknowledgments 7

Foreword 9

Comments and definitions 11

Executive summary 13

Chapter 1 Introduction 19

1.1 About this handbook 19

1.2 Handbook overview 20

1.3 Putting current practice in the context of this handbook 21

1.3.1 There is a wide variation in performance indicators used 21

1.3.2 Online marketing evaluation is still in its early stage 22

1.3.3 Towards fit for use measurement of return on investment 23

1.4 The performance indicator practical guides 23

1.5 Using this handbook 23

Chapter 2 Key insights from members’ survey 25

2.1 The survey 25

2.2 Inventory of NTO marketing activities 26

2.3 Marketing spend across NTO activities 28

2.4 The importance of marketing evaluation 28

2.5 How marketing evaluation is used 29

2.6 Key audiences for marketing evaluation 30

2.7 Managing and delivering marketing evaluation 30

2.8 Key challenges for marketing evaluation 31

Chapter 3 Contemporary marketing evaluation 33

3.1 The case for marketing evaluation and measurement 33

3.2 How destination marketing supports destination competitiveness 34

3.3 The evaluation and measurement process 35

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3.4 Key challenges for contemporary marketing evaluation 36

3.5 Digital channels put increasing demands on marketing evaluation 36

3.6 Understanding the customer journey 40

3.7 Applying the customer journey to travel and destination choice 42

3.8 Strategic context is important 44

3.9 The role of different channels 45

3.10 Understanding digital media: owned, paid and earned media 46

3.11 Developing a measurement model 49

3.12 Different types of performance indicators 51

3.13 Qualitative evaluation and quantitative measurement 53

3.14 Practical considerations for selecting performance indicators 55

3.15 The influence of market factors 57

Chapter 4 Offline consumer marketing activities 63

4.1 Advertising 64

4.1.1 What is it? 65

4.1.2 What do you measure? 65

4.1.3 How do you measure it? 67

4.2 Sponsorship 68




4.3 Film 70



4.4 Public, media relations and promotions 74




4.5 Direct marketing 76




4.6 Consumer exhibitions 77




4.7 Reference table of key performance indicators for discrete offline consumer activities 79


Chapter 5 Online consumer-marketing activities 85

5.1 The different types of measurement 86

5.2 Using periodic research to inform future marketing activity 87

5.2.1 Keyword research 87

5.2.2 Network analysis 88

5.2.3 Competitor intelligence 88

5.2.4 Brand monitoring 88

5.2.5 Site audit and evaluation 89

5.2.6 Online experiments 89

5.2.7 User experience and site testing 90

5.2.8 Consider the voice of the customer 90

5.3 Web analytics 90

5.3.1 The definition of basic reporting elements 91

5.3.2 Think beyond web traffic or clickstream data 92

5.3.3 Understand your objectives and develop key performance indicators 93

5.3.4 Define specific conversion events for your site 94

5.3.5 Ten great web metrics 95

5.4 Social media analytics 97

5.4.1 Understand how social media delivers business objectives 97

5.4.2 What is social media measurement? 98

5.4.3 What is social media monitoring? 100

5.4.4 Apply an appropriate framework to your social analytics 100

5.5 Channel-focussed measurement 101

5.5.1 Organic search 101

5.5.2 Paid search 103

5.5.3 Display and video advertising 105

5.5.4 Social media advertising 107

5.5.5 E-mail marketing 108

5.6 Tracking user behaviour and conversion 109

5.7 Mobile measurement and evaluation 110

5.8 Understanding cause and effect 110

5.9 Develop an integrated measurement framework 112

5.9.1 Customer engagement is becoming more important 112

5.9.2 The move towards off-site engagement 113

5.9.3 Assign metrics to different types of engagement 113

5.10 Reference table of key performance indicators for discrete online consumer activities 115

Chapter 6 Trade and B2B marketing activities 121

6.1 Supporting and working with the travel trade 121

6.2 Meetings, incentives, conference and events 122

6.3 Exhibitions and travel trade events 122


6.4 Undertaking sales calls and meetings with potential partners 122

6.5 Familiarisation trips for travel trade partners 123

6.6 Applying consumer and content marketing to trade and B2B marketing activities 123

6.7 Reference table of key performance indicators for trade and B2B activities 124

Chapter 7 Overarching marketing evaluation 125

7.1 Understanding marketing outcomes and business impact 125

7.2 Communications research 127

7.2.1 Advertising and brand tracking methodologies 127

7.2.2 Taking account of digital channels 129

7.2.3 Tracking brand search volume 130

7.2.4 Building brand equity and its evaluation 133

7.3 Conversion research 135

7.3.1 Improving the research methodology 135

7.3.2 Calculating additional revenue as a result of marketing activities 136

7.4 Delivering an integrated approach 138

7.5 Causality models and calculating return on investment 141

7.6 Reference table of key performance indicators for overarching marketing evaluation 144

Conclusions 145

Annexes

Annex 1 Specimen formats 147

Annex 2 Member’s survey questionnaire 153

List of acronyms and abbreviation 161

List of case studies, figures and tables 163

References and bibliography 165


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