Using data to optimize marketing efforts for resorts.

1. Turning Data
Into Action
Best Practices & Case Studies
Colorado Ski Country USA
Annual Meeting 2013
Denver, Colorado

2. 1.Case Study: PR & Demographics
Case Study: Marketing & Reservations
Best Practices: Yoking Action to Data
Questions
Agenda

3. Agenda

4. Case Study
#1

5. Using PR To
Reach New
Markets

6. Goal: To reach medium haul markets
(extended drive) using Public Relations
Public Relations

7. Results should show up in:
Direct Traffic
Branded Keywords
Direct Conversions
Public Relations

8. Public Relations Take 1
Traffic from Direct & Branded Keywords YOY

9. Public Relations Take 2
Conversions from Direct & Branded Keywords YOY

10. Case Study
#2

11. Mobile &
Customer
Service

12. Mobile

13. Mobile
Services Offered on Mobile Generated
Drive Market Revenue

14. Best
Practices

15. Turn Strategy into Objectives
Source the Data
Visualize
Periodic Measurement
Yoking Action To Data

16. The Strategy dictates what Objectives
Intercept Front Range skiers seeking new experiences
Mobile web traffic
Front Range Content
Non-Branded Search Keywords
Denver, COS DMAs
1. Strategy To Objectives

17. 1. Follow the flow to the Source
Extract the data from the source
2. Sourcing

18. Follow The Flow To The Objective
2. Sourcing

19. The
2. Sourcing

20. •Social Media:
PTAT
Branded Keywords
* Requires conversion tracking
2. Sourcing

21. •Mobile:
Mobile Traffic (not just mobile site)
Inbound Phone Numbers
Content Used
Package Conversion
2. Sourcing

22. A Graphic that Teases out the Gist
3. Visualize

23. A Graphic that Teases out the Gist
3. Visualize

24. Discipline Makes All The Difference
Set Time
Responsibilities
Team members know what to adjust
Every __time_ we will measure __quant_
and direct _person__ to _action_
4. Periodic Measurement

25. 1.Case Study: PR & Demographics
Case Study: Marketing & Reservations
Best Practices: Yoking Action to Data
Questions
Agenda

26. Thank You
R. A. Burrell
http://www.slideshare.net/richardaburrell/