1. DIGITAL ATTRIBUTION

2. Agenda:
1. What is digital attribution?
2. Why does it matter?
End Goal:
1 practical solution to increase clarity across
all channels.

3. Matt Renner
VP of Business Development
ResortsandLodges.com
2006-2009 & 2011 - Present
Founder Appclerk 2010
Acquired 2011

5. 40 million visitors since 2003
Market over 2,400 properties
Influenced $250 million direct bookings
Nearly 10 Million visitors in 2012
1 Million minutes call meta-data
tracked, measured, analyzed

6. Tracking digital
advertising is simple
( No it's not)

7. $100 Billion
2012
21%
of all
Advertising
source: emarketer
Digital is big
(but we knew
that)

8. Digital is young
Old New
Rupert Murdoch
News Corp
Mark Zuckerberg
Facebook

9. DIGITAL WORKS
[BUT THERE IS A PROBLEM]
Who get's the credit?
It's important to know because we want to find
channels to scale new customers.

10. What is Attribution?
Assigning credit across multiple touch points
throughout the booking process.

11. Not all effective digital advertising drives
online transactions.

12. Hotels & Resorts are online / offline
businesses
$10 Million Annual Sales
$6 Million Offline
$4 Million Online
90% Touch Property Website

15. How I really look when I don’t shave

16. E-commerce Funnel
What we wish digital marketing was like:
Buy an Ad Online
My Website
Conversio
n

17. What it actually looks like
General Search Terms l Traditional l Vertical Sites l Blogs l
Social
Awareness
Research
& Compare
Ready
to buy
Vertical Sites
Review Sites
Brand Sites
OTA's
Meta Search
Social
Brand Search
Email Triggers
Direct Visits
Book Direct
Brand Search
Email Triggers
Bookmarking
Book @ OTABook
ing

18. Laptop, Desktop, Tablet, Smart Phone

19. What it actually looks like
General Search Terms l Traditional l Vertical Sites l Blogs l
Social
Awareness
Research
& Compare
Ready
to buy
Vertical Sites
Review Sites
Brand Sites
OTA's
Meta Search
Social
Brand Search
Email Triggers
Direct Visits
Book Direct
Brand Search
Email Triggers
Bookmarking
Book @ OTABook
ing
Commission Based, Online,
Minority Share of Bookings

20. What it actually looks like
General Search Terms l Traditional l Vertical Sites l Blogs l
Social
Awareness
Research
& Compare
Ready
to buy
Vertical Sites
Review Sites
Brand Sites
OTA's
Meta Search
Social
Brand Search
Email Triggers
Direct Visits
Book Direct
Brand Search
Email Triggers
Bookmarking
Book @ OTABook
ing
Majority share of bookings,
online + offline, cross channel,
multiple cost models

21. Devices cause fragmentation
Start Search Here: Cookie
Sets
Continue shopping here
Complete Booking
Here
Direct to site
Cookie
Drops
Once
Device
Switche
s.

22. Last click tracking goes to mobile

23. Responsible for 1st click - but no assist in
the booking

24. Ecommerce tracking is more accurate
than ever

25. Assisted conversions help show a
bigger picture

26. What does it all mean?
But Ecommerce tracking isn't perfect so...

27. Are we hopeless?
No, we're not

28. The same problem

29. No silver bullet

31. Place tracking #'s on all paid
online media

32. Simple to implement
Affordable
Saves money
Provides Clarity

35. All clicks are not created
equal

36. 1 Visit from The Knot could
= 10 clicks from state level
general keywords

37. Without cross channel
attribution, how do you
know?

38. Case Study

39. Canceled in 2009

41. Prominent Golf Resort

42. Dig Deeper

43. Good decisions

44. Recap:
1. What is attribution
2. Why it is important
3. Implement call tracking
across digital media to provide
clarity

45. Thank you.