tanm research and marketing conference 2013, albuquerque, nm
DESCRIPTION
Using Big Data to understand the Tourism Consumer. Delivered conclusions from Research on Social Media, Search Volume, Brand and what the consumer is looking for in Content.TRANSCRIPT
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Using Big Data, Analytics and other Data to understand your Audience; what they're doing, what they want and how to use it.
R. A. Burrell Chief Analyst at Internet Honey
Using Big Data to Understand the ConsumerTANM Research & Marketing ConferenceInsights For SuccessOctober, 2013Albuquerque, NM
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Sources & Uses
Real results are presented from several States, DMOs, Reservations and Attractions. Your results may vary significantly. The intention is for demonstrative purposes only.
Conversions and Signals are a combination of Reservations, Visitor Guide Requests or other Signals of Intent To Travel.
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We Will:
•Define Big Data•Learn How to harness it•Turn Big Data into knowledge
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Big Data is:
•A bunch of data so massive and complex it’s entirely useless
•It requires special technology and techniques because it breaks conventional stuff
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Who Cares?
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Who Cares?
The most successful marketers:
1.Harness data & optimize2.Have content marketing
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Data Structure
FactsBig Data = massive
quantities of small data
FactsBig Data = massive
quantities of small data
AggregatesSummaries
AggregatesSummaries
Measures
Measures
Visualize >>>
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Data Sources
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Where are the Facts?Silos: Good for Grain, Not Data
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SourcesSignals of Intent to TravelReservations, Occupancy Rates, Lodging TaxKeywordsSocial MediaEmailAd ImpressionsWeb TrafficCall CenterWelcome Center
Data Map
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How Do We Harness It?
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Best Practice*
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Data Quality
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Turn Big Data into knowledge
•Competitive Research•Optimize Engagement•Measure Social
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Competitive Research
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Competition
Are We Winning?
Where? Who? How?
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Search Volume by Market
Share of Voice
How many people are searching for us in a Target
Market?
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US Population
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Search Volume: NM, AZ, CO
Using Big Data, Analytics and other Data to understand your Audience
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ, CO Indexed
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ, CO DMOs Indexed
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Using Big Data, Analytics and other Data to understand your Audience
Search Volume: NM, AZ DMO
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Using Big Data, Analytics and other Data to understand your Audience
Top NM Keywords
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Competition
Frienemies
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Other Value
•What’s coming downstream •How effective are you at state level•Market Share/Share of Voice•How much goes from STO Brand to Industry Partners Unattributed
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Timing
DMO A DMO B
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Brands
DMO
STO
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Other Value
•What’s coming downstream •How effective are you at state level•Market Share/Share of Voice
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Optimize Engagement
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Keywords
Are We Engaging?
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Using Big Data, Analytics and other Data to understand your Audience
Keyword Category by Market
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Keyword Category by Market: Non-Brand
Using Big Data, Analytics and other Data to understand your Audience
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Signal Rate by Keyword Category
Attraction
Brand
Hotels
Trip Planning
To Do
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Signal Rate by Keyword Category
Using Big Data, Analytics and other Data to understand your Audience
Attraction
Brand
Hotels
Trip Planning
To Do
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Signal Rate by Keyword Category
Using Big Data, Analytics and other Data to understand your Audience
Attraction
Brand
Hotels
Trip Planning
To Do
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Keyword Category
Tells us how well we engage them on what they
were thinking
Not Engaging on To Do
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Using Big Data, Analytics and other Data to understand your Audience
Channels
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Social Media’s Contribution
What does Social Media contribute to Conversion?
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Using Big Data, Analytics and other Data to understand your Audience
Path To Conversion/Signal
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Using Big Data, Analytics and other Data to understand your Audience
Path To Conversion/Signal
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Search Volume by Market
Share of Voice
Correlation of Branded Search Volume and Social Media
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Using Big Data, Analytics and other Data to understand your Audience
NM Volume, Top Markets
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Using Big Data, Analytics and other Data to understand your Audience
AZ Volume, Top Markets
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Engagement
Drive Market
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Using Big Data, Analytics and other Data to understand your Audience
Timing
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Using Big Data, Analytics and other Data to understand your Audience
Timing and RFV (Reason For Visit)
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Using Big Data, Analytics and other Data to understand your Audience
RFV In December
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Engagement
Drive Market coming to visit Friends and Relatives
in Dec/Jan
They need what to do
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Engagement
Drive Market coming to visit Friends and Relatives
in Dec/Jan
Locals need what to do with them
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Social vs. Marketing Geography
Leads
Likes
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Social vs. Marketing Geography
Leads
Likes
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Engagement
Perhaps Email/Web for Leads
Social for Locals
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We Did:
•Define Big Data•Learn How to harness it•Turn Big Data into knowledge
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Thank You
www.slideshare.net/richardaburrell