analytics 2.0: creating meaningful insight from your data

BIG DATA FOR BETTER CONSUMER CONNECTIONS

SCOTT FISH 32° DIGITAL

2014 Oregon Governor’s Conference on Tourism

ABOUT US – 32° DIGITAL

We help brands find and cultivate the best digital channels to successfully forge meaningful relationships with customers. 

BREAK THE ICE WITH CONSUMERS

14 Years of Experience

Located in Portland

Specialize in Sports & Hospitality

Multi-Channel Strategy

2014 Oregon Governor’s Conference on Tourism

THE CHALLENGE

The Cape Cod Chamber of Commerce is an organization that advocates, educates and works on behalf of local businesses in the Cape Cod area of Massachusetts. The organization fulfills the role of promoting the Cape Cod area and businesses through offline and online channels to help improve the visibility for the 1,400 members. We were tasked with creating a digital marketing campaign that incorporated Remarketing Technology and Display Advertising to ultimately drive visitors to the member’s websites, provide additional visibility for a contest, increase email newsletter signups, and gain data to better understand the market.

Use $10k Ad Spend Effectively. $

Drive visitors to member sites & increase Newsletter signups.

Gain new insight about how to better market to Cape Cod’s potential visitors.

6

b

2014 Oregon Governor’s Conference on Tourism

s CONSUMER RESEARCH

•  Organic Search Insights •  Offline Marketing

Insights •  Targeted Demographic

Data

CAMPAIGN DETAILS – RETARGETING TEXT & DISPLAY CAMPAIGN

r CAMPAIGN STRUCTURE

•  Remarketing Channels •  Site Targeting for

Display Ads •  Blended Keyword

Strategy + Negative Keywords

4 ACTIVE MANAGEMENT

•  Adjustments to targeted

sites •  Day Parting + Day

Targeting •  Category Cleansing •  Image Ad Optimization

2014 Oregon Governor’s Conference on Tourism

CAMPAIGN MANAGEMENT STRATEGY

2014 Oregon Governor’s Conference on Tourism

CAMPAIGN MANAGEMENT STRATEGY

2014 Oregon Governor’s Conference on Tourism

CAMPAIGN MANAGEMENT STRATEGY

2014 Oregon Governor’s Conference on Tourism

RESULTS LOOK-IN

2014 Oregon Governor’s Conference on Tourism

FORWARD LOOKING STRATEGY

Focus on Family & Activities Home Page needs more activities content

Understand most important topics We know when visitors are more likely to click Strong signals for higher performing image ads Gained new SEO opportunities with site targeting

CAPE COD now understands the demographic make-up and topics that resonate well with their visitors – allowing content to be matched and future advertising to have a jump start.

ON THE HORIZON…. Beta test Image ads in Google Search as an extension. Integration into social + FB Ads Use of remarketing list for future seasonal campaigns.

2014 Oregon Governor’s Conference on Tourism

THANK YOU

32° DIGITAL

32digital.com

Scott Fish

scott@32digital.com

DMO 2.0 Skip Engagement: From

Awareness To Conversion

Governors Tourism Conference Bend, Oregon April 28, 2014

Goals

1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant.

2. We'll share tools to measure Awareness generated from your media budget.

Goals

How much of your traffic or conversions

are from Search Engines?

DMO 1.0

The DMO bought advertising, engaged the consumer and published

Visitor Guides

Linear

Trip Planning Funnel

Consideration

Intent

Awareness

Decision

Travel

Share

Marketing strives to increase quantity through the funnel and getting efficiently from one to the next

• Visitor Guides • Web Traffic • Likes • Email • Leads

Why Skip Engagement

DMO 2.0

The DMO creates demand for the brand attributes

through Awarenes and they Convert.

Nimble

Why Skip Engagement

Why Skip Engagement

Consideration

Intent

Awareness

Decision

Travel

Share

Take Consumers to

Conversion from Anywhere

How The Heck?

Find A Unique Brand Attribute

What Happens Without Spending

Accountability

Transparency inspires trust

Accountability

Transparency inspires trust

Feeding Research Into Action Search Volume in Market

Feeding Research Into Action Search Volume in Fishing

Feeding Research Into Action Search Volume in Fishing

PTAT

Goals

1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant.

2. We'll share tools to measure Awareness generated from your media budget.

Thank You

www.slideshare.net/richardaburrell @richardaburrell

www.tourismintelligencegroup.com/indexes

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