Honey.measure cto 2010
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This document discusses measuring the effectiveness of tourism marketing. It recommends tracking three types of behaviors: direct behaviors like spending money or making reservations, indirect behaviors like phone calls or website visits, and passive behaviors like ad impressions. Metrics should be organized by goal and compared over time and against competitors. Testing variables one at a time, like email content or landing pages, can help optimize campaigns. Overall measurement allows assessing performance, behaviors, revenue and costs to evaluate marketing impact.
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Honey.measure cto 2010
- 1. Measure R. A. Burrell Governor’s Conference on Tourism Snowmass, CO 2010 Honey Tourism Marketing
- 2. Honey Tourism Marketing ‘ Half of my advertising is wasted. I just don’t know which half.’ Henry Ford William Lever John Wanamaker
- 4. What To Measure Honey Tourism Marketing
- 6. Marketing Honey Tourism Marketing
- 10. Measure Direct, Indirect & Passive Honey Tourism Marketing
- 11. How To Measure Honey Tourism Marketing
- 27. Measure In Context & Test Honey Tourism Marketing
- 28. One Formula Honey Tourism Marketing
- 29. Marketing Performance Honey Tourism Marketing P = Performance B = Behavior R = Revenue C = Cost
- 30. Marketing Performance Honey Tourism Marketing BT = The number of conversions by type of Behavior BI = Behavior Index
- 32. TheBeeDance.com Honey Tourism Marketing
Notes de l'éditeur
- 5/4 adults
- 5/4 adults. Pbr in cans
- Direct = Conversion. Could be Reservations, Passes, Tickets, or Visitor Guides. Indirect = Future Conversion.
- What’s the value of Indirect Behavior? Not sure… why are you doing it? If it doesn’t have value, don’t do it. If you don’t know the value ask or track.
- Drinking from a fire hose, focus on only the ones that matter
- What are the Behaviors for each Goal?
- Drinking from a fire hose, focus on only the ones that matter. That’s why we focus on the Goals, it’s focuses the
- The question we strive to answer is: Did that marketing effort produce the behavior compared to the context. So, you have all the formulas, now you need to use context to determine if something needs to change. This gives you the How Marketing Performed.
- Your daily discipline is one of the key factors in making sure you actually measure. Being focused and efficient is critical.
- Automate all of it so time is only spent on what to change or not
- So, you going to need data. Data on Behavior. Where are you going to keep it? Excel is not a database. Use google spreadsheets
- The variable you choose dictates how you’ll measure results. Isolating variables is how we answer Why Marketing performed or didn’t. Tagline, good offer, landing page, timing.
- Any context, w/ $$, w/o $$