Structuring data in Travel industry (Framework)
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By structuring data in certain way, you could add intelligence layer to Google Analytics (or any other analytics) with important travel data. Framework allows you to build complex scenarios of data manipulation within Google Analytics.
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Structuring data in Travel industry (Framework)
- 1. Structuring data in Travel industry building a framework for data acquisition in travel industry
- 2. Worst nightmare of tourism industry
- 3. How many times have you met savvy traveller?
- 4. Advertising Lead(s) Transactions (Revenue) Conversions Telephone calls Newsletter Booked (Reserved) item Organic Search Paid Search Banners Direct traffic Newsletter Web site Acquisition Behaviour (of visitors) Outcomes Social Networks Journey Micro conversions Audience
- 8. All this is called marketing stack - providing tech required for operations.
- 9. Complexity comes with so many different media channels
- 11. This is hard / complex / ridiculous!
- 12. Any system to be useful must be feed with good data
- 15. Lets focus on people and their needs
- 18. Web site The place where magic happens
- 19. Web siteUser comes in User finishes purchase Simplified process
- 20. Dictionary of digital analytics and marketing Users Sessions Hits Behaviour Demographics Interests Remarketing Retargeting Deep linking Transactions Traffic sources Cookies Variables Data Layer Advertising Sales Goals Events Funnel Drop rates
- 21. Key business objectives in Travel industry (for Internet) Purchases Marketing ROI Drop rates per step Return rates Repetitive purchase Loyalty Canceled orders Attribution Domestic to international booking ratio
- 22. What is travel?
- 23. From
- 24. From To
- 25. From To Back
- 26. From To Back
- 27. From To Back
- 28. From To Back
- 29. Important notice
- 30. Framework allows you to track & understand people intentions and ideas before purchase and their buying habits
- 31. From To Back Time & Location now advance purchase duration of stay
- 32. From To Back Service offering now before trip on location on way back during trip
- 33. From To Back Value of customer now durationduration advanced on time in a hurry long >1M medium > 1W short < 1W Loyal?
- 34. Never forget the structure of travellers
- 35. …and their class preference
- 36. From To Back Structure of party & class now $ Risk eval
- 37. Framework is the answer to…
- 38. What information to acquire in order for your data to be meaningful and to draw actions through it…
- 39. …and to structure data about clients- understanding their intentions.
- 40. Time & location Service offering Value of customer Structure of party & Class From - To Locations Return decision Services according to purchase flow Based on days in advance and duration of travel Based on people and travel type Booking date Days in advance Duration of travel • before trip • during trip • on location and on way back Defining value segments of customers • Structure of people traveling • Travel class • Risk score Intentions & conversions
- 41. Time & location Service offering Value of customer Structure of party & Class From - To Locations Return decision Services according to purchase flow Based on days in advance and duration of travel Based on people and travel type Booking date Days in advance Duration of travel • before trip • during trip • on location and on way back Defining value segments of customers • Structure of people traveling • Travel class • Risk score Intentions & conversions Dimension Metric Product category Product details Dimension Metrics
- 43. • Custom dimensions • Custom metrics • Enhanced E-Commerce (product details)
- 45. Each step in purchase process will be enriched with additional information for you to analyse and utilise.
- 46. … or any other system
- 47. Based on collected and stored information you will be able to…
- 48. • Use advanced Segmentation • Create very precise remarketing lists based on segments • Use your marketing stack in more efficient manner • Analyse shopping behaviour better • Understand client needs and intentions • Provide infrastructure for deep linking
- 49. Integration into marketing models A I D A Intelligence layer of intentions and purchases A I D C A S T I R E A
- 50. Questions?
- 51. IVAN REČEVIĆ Google Certified Trainer Marketing technologist Consultant ivan.recevic@gaia.rs http://gaia.rs