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HOW TO MEASURE YOUR INTERNET MARKETING PERFORMANCE Liz Day

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

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ABOUT ME

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 Liz Day Digital Marketing Manager6+ years at RezStream California born, Illinois raised and Colorado transplant Recently went roller skating for a friends birthdaywww.rezstream.com

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SUMMARY

www.rezstream.com

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

Key Metrics Tracking Platform Recommended Reports

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www.rezstream.com

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 IDEAL REVENUE BREAKDOWN

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3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

POLL QUESTION #1

Do you have a Google Analytics account?Yes NoNot sure 5

www.rezstream.com

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 Sessions Total visits to a website

% New Sessions New site visitorsGoal: 70% or higher

Bounce rate The percentage of people that leave a site without visiting any other pagesGoal: 30% to 40%, anything lower KEY METRICS (VISITOR)

Google Analytics was originally developed from the Urchin on Demand software that Google acquired in the spring of 2005The first Google-branded version was released in November 2005Early on, Analytics was available by invitation only, as demand for the product was very high. It wasnt fully available to all users until nearly a year after its initial release (August 2006)6

www.rezstream.com

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 Conversions When a user takes a desired action, i.e. online booking or form submission

Conversion rate - Percentage of visitors to your site who take a specific actionGoal: 1.50% or higherDesktop: 1.8%, Tablet: 1.37% and Mobile: 0.61%

Revenue - Total revenue from online bookings KEY METRICS (ECOMMERCE)

Google Analytics was originally developed from the Urchin on Demand software that Google acquired in the spring of 2005The first Google-branded version was released in November 2005Early on, Analytics was available by invitation only, as demand for the product was very high. It wasnt fully available to all users until nearly a year after its initial release (August 2006)7

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

POLL QUESTION #2

Do you have revenue tracking setup in Google Analytics?Yes NoNot sure 8

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comYear Over Year vs. Previous Period

Change to reflect whatever period you want to analyze, i.e. yesterday, last month, last quarter, this monthFor the travel industry, youll most likely want to use previous year allowing you to compare to last years results due to trending/seasonality that can occur with your business If you dont have YOY data, utilize previous period to get a sense of how your site is performing over time 9

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.com

Change to reflect whatever period you want to analyze, i.e. yesterday, last month, last quarter, this monthFor the travel industry, youll most likely want to use previous year allowing you to compare to last years results due to trending/seasonality that can occur with your business If you dont have YOY data, utilize previous period to get a sense of how your site is performing over time 10

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.com

Use this report to compare traffic from search engines, referrals, and email campaigns. How actively are users engaging with your site and content? Review engagement metrics like Bounce Rate, Pages/Session, and Avg. Session Duration.Do users complete activities important to the success of your business or site/app? Look at conversion metrics likeGoal Completions or to measure ecommerce outcomes, look atTransactions,Revenue, andEcommerce Conversion Rate.

Source: reflects the websites URL , i.e. Google, BedandBreakfast.com, TripAdvisorMedium is the traffic channel, i.e. organic, email, referral and/or PPC Sessions: Total number of visits to your website (counts as a new session after 30 minutes of inactivity) Transactions: The number of online reservations or bookings resulting from your websites booking engine, i.e. online reservations Revenue: Total reservation revenue generated through your websites booking engine.Conversion Rate: Percentage of visitors who made an online reservations, i.e. 1.5% or above is positive 11

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.com

Use this report to compare traffic from search engines, referrals, and email campaigns. How actively are users engaging with your site and content? Review engagement metrics like Bounce Rate, Pages/Session, and Avg. Session Duration.Do users complete activities important to the success of your business or site/app? Look at conversion metrics likeGoal Completions or to measure ecommerce outcomes, look atTransactions,Revenue, andEcommerce Conversion Rate.

Source: reflects the websites URL , i.e. Google, BedandBreakfast.com, TripAdvisorMedium is the traffic channel, i.e. organic, email, referral and/or PPC Sessions: Total number of visits to your website (counts as a new session after 30 minutes of inactivity) Transactions: The number of online reservations or bookings resulting from your websites booking engine, i.e. online reservations Revenue: Total reservation revenue generated through your websites booking engine.Conversion Rate: Percentage of visitors who made an online reservations, i.e. 1.5% or above is positive 12

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.com

Use this report to compare traffic from search engines, referrals, and email campaigns. How actively are users engaging with your site and content? Review engagement metrics like Bounce Rate, Pages/Session, and Avg. Session Duration.Do users complete activities important to the success of your business or site/app? Look at conversion metrics likeGoal Completions or to measure ecommerce outcomes, look atTransactions,Revenue, andEcommerce Conversion Rate.

Source: reflects the websites URL , i.e. Google, BedandBreakfast.com, TripAdvisorMedium is the traffic channel, i.e. organic, email, referral and/or PPC Sessions: Total number of visits to your website (counts as a new session after 30 minutes of inactivity) Transactions: The number of online reservations or bookings resulting from your websites booking engine, i.e. online reservations Revenue: Total reservation revenue generated through your websites booking engine.Conversion Rate: Percentage of visitors who made an online reservations, i.e. 1.5% or above is positive 13

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

www.rezstream.com

The Audience reports provide insight into your audience characteristics including demographics and mobile devices used Geographic locations to better target users Mobile users to enhance your mobile strategy and the platforms you need to develop to grow those audiences

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3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

www.rezstream.com

The mobile reports allows you to understand your mobile users both on smartphones and tablet users so you can enhance your mobile strategy Use themobile report to identify what types of devices are performing well for you in terms of traffic, new users, online reservations and online revenue Mobile = Smartphone Tablet = Tablets Desktops = Desktops Our clients are seeing increases in both mobile and tablets users which then impacts their online revenue This report will allow you to identify if smartphone users are having a positive experience on the website and/or if they are having a terrible experience which is negatively affecting the amount of revenue you could be generating from those visitors 15

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

www.rezstream.com

This section of Google Analytics is focused on your site- its content, performance and interactivity. The report allows you to identify new opportunities, user intent based on the pages theyre looking at and assist in evaluating poor performing content on the website All Pagesreport shows traffic metrics for each page on your site.Look for very high bounce rates, exit rates, low average time on page to determine lower quality pages These pages should be addressed immediately because they could be preventing visitors from making reservations with you

Pageviews is the number of times a page was viewed whereas Unique Pageviews is the number of sessions in which the page was viewed.Bounce Rate is the percentage of visits in which the visitor only views one page of your website before leaving. 16

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 Admin Account settings Check Anonymously with Google and otherswww.rezstream.com

Google Analytics announced yesterday that theyll be rolling out new benchmark reportsover the next few weeks, allowing users to compare their results to industry standard acquisition and engagement metrics.The new benchmark reports are located in the Audience section of the reporting interface and will be available to users who have opted-in to share data anonymously.17

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

POLL QUESTION #3

How often do you check your Google Analytics? Once a month 3-5 times each year Never 18

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

How often do you check your Google Analytics? Once a month 3-5 times each year Never 19

www.rezstream.com

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 Revenue Revenue By UnitRevenue By Channel Sales By Channel (excluding changes)Sales Gift Certificates BOOKING ENGINE

Revenue Revenue By Unit Understanding if total reservations and revenue are ahead or behind compared to last year Revenue By Channel Understanding online channel performance, i.e. direct bookings up or down compared to last year and/or percentage they contribute Sales By Channel (excluding changes) Understanding if the online booking engine(s) are drive more or less reservations and revenue compared to last year Sales Gift Certificates Measuring success of gift certificate sales if thats something the properties are marketing throughout the year (which they should be) 20

CONCLUSION

Website: www.RezStream.com Email: Liz.Day@RezStream.com Toll Free: 866.278.9354

Social Media:www.Facebook.com/RezStreamwww.Twitter.com/RezStreamwww.Plus.Google.com/+Rezstreamwww.RezStream.com/Blog3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210