Using a framework developed by Tim Wilson I discuss how to best time your marketing mix based on multi touch marketing attribution data.

1. Time Your Marketing Mix
Maximize Return using Attribution and
Reservation Data
Time Your Marketing Mix
@electricmice
#eftanalytics

2. Justin Goodman
Marketing Analyst – Internet Marketing Inc.
Google Analytics and Adwords Individual Qualification
10+ Years in Internet Marketing
Forbes Contributor
Blogs Featured on SEOMoz
Speaker at Digital World Expo, Dallas Digital Summit & IABC San
Diego
Lectured at Emory University on Web Analytics
DAA Member
http://www.linkedin.com/in/justinmgoodman
Time Your Marketing Mix
@electricmice
#eftanalytics

3. Analytics Helps to Answer Two Questions
•What are we trying to
achieve?
•How do we know if we’ve
done that?
Time Your Marketing Mix
@electricmice
#eftanalytics

4. All Decisions should include the following
• I Believe that…
• [some idea]
• If I am right, I will…
• [take some action]
• To test this, I will…
• [tool/technology/approach]
Time Your Marketing Mix
@electricmice
#eftanalytics

5. The Idea
• Starting with a simple hypothesis:
• I believe that…
• If we time our marketing mix properly,
we will more effectively fill rooms
Time Your Marketing Mix
@electricmice
#eftanalytics

6. Race against the Clock
• Inventory Expires
• Timing is crucial
• Marketing Working with Revenue
Manager
Time Your Marketing Mix
@electricmice
#eftanalytics

7. Filling the Money Jar
• Importance of Campaigns
• Understanding Marketing Initiative Goals
•
•
•
•
Drive Visits
Drive engaged Visits
Drive Booking
Drive social sharing
• Campaign Messaging in alignment with
time and goals
Time Your Marketing Mix
@electricmice
#eftanalytics

8. The Action
• Sounds good, what does that actually
mean?
• If I am right I will…
• Use Timing data to drive budget
allocation and marketing channel
selection to appropriately push
marketing messaging
Time Your Marketing Mix
@electricmice
#eftanalytics

9. The Tools/Technology/Approach
- Data Collection
• So, How do I know if I am right? Is it working?
• Put a Time Stamp on All Marketing and Conversions
• Marketing Analytics Technology – Convertro
• Tag Campaigns Appropriate to Analytics Software
• UTM and CVO Tagging – Google Analytics and Convertro
• Track Booking and Arrival Date
• Hotel Reservation System and Analytics Software
• Track Reservation Value and additional details
• Hotel Reservation System
Time Your Marketing Mix
@electricmice
#eftanalytics

10. The Tools/Technology/Approach
- Data Aggregation
• Connect Marketing Data to Reservation
Data to see the Big Picture
• Collect Confirmation Number in both
Marketing and Reservation System
Database – Convertro/Reservation System
• Combine All Data
• Excel? Tableau? MySql?
Time Your Marketing Mix
@electricmice
#eftanalytics

11. Connected Data Sample
Time Your Marketing Mix
@electricmice
#eftanalytics

12. The Tools/Technology/Approach
- Measuring Return
• Identify Attribution Model
• Algorithmic?
• Even?
• Rules Based?
• Last Click?
Time Your Marketing Mix
@electricmice
#eftanalytics

13. Understanding Time to Order
Note: Understanding the attribution model is important to
understanding the TTO. As the model changes so does the TTO
Time Your Marketing Mix
@electricmice
#eftanalytics

14. What does the data Tell us? Building a Baseline
• What marketing channels have the longest
time from interaction to order
• What channels and messages often act as
influencers, introducers, closers?
Time Your Marketing Mix
@electricmice
#eftanalytics

15. What Channels and Messages often act as
influencers, introducers, closers
• How much are affiliates
really helping?
• What is retargeting
influencing?
Time Your Marketing Mix
@electricmice
#eftanalytics

16. What does the data Tell us? Building a Baseline
• What messaging was most effective?
• Did it convert with less touches?
• Did it reduce TTO?
• Did special offers reduce the time to order?
• What channel was most effective to reduce
time to order?
VS.
Time Your Marketing Mix
@electricmice
#eftanalytics

17. Using The Data for Incremental Lift
• Now that we know what worked or didn't based on
historical data
• Use baseline data to test against. Build out
testing/marketing strategy
• Example:
• In 2013, when using retargeting we saw a decrease in TTO
• Test retargeting messaging
• Does including a promotional offer decrease TTO Further?
• Non-Branded paid search was often an Introducer
• Instead of pushing conversion will non-brand PPC be more helpful if the
messaging is an emotional trigger?
• Should non-brand PPC focus on research?
Time Your Marketing Mix
@electricmice
#eftanalytics

18. Rinse and Repeat
Time Your Marketing Mix
@electricmice
#eftanalytics

19. Questions will be taken during the panel
or follow up with me later
@ElectricMice
http://www.linkedin.com/in/justinmgoodman
Justin.Goodman@InternetMarketingInc.com
Time Your Marketing Mix
@electricmice
#eftanalytics