Carnival Australia implemented Google Analytics on their P&O Cruises website to better understand customer attribution, attention, and acquisition. This allowed them to identify the most effective marketing campaigns and traffic sources, analyze visitor behavior on pages to improve conversions, and track online and offline conversions. Using Google Analytics provided actionable insights that drove continuous optimization and demonstrated a strong return on investment for Carnival's marketing spend.

1. 1 Carnival Australia – P&O Cruises Attribution, Attention & Acquisition with Google Analytics Geoff McQueen geoff.mcqueen@internetrix.com.au @geoffmcqueen

6. Pacific Sun – 1960 passengers

7. Pacific Jewel – 1950 passengers

9. And an emotional buying process

10. The web plays a very important role in facilitating:Education Research Enquiries Bookings 5

12. Internetrix was selected to implement Google Analytics through the new website7

14. Methodology followed Internetrix “Three A’s” theory

15. Internetrix encourages continuous improvement of the website through making decisions based on data.“Actionable Insights” 8

17. Attribution Geographical Areas of Interest Identifying where your most effective visitors come from 10

18. Attribution Keywords Google Analytics provides information on the keywords used by visitors coming from search engines “We were able to use Keyword reports within Google Analytics to discover the ‘low hanging fruit’ keywords that could be used for our SEO and SEM efforts” -Brenton Jones, Carnival Australia Effective keywords for SEO efforts that provided increased referral of ‘conversion ready’ visitors from search engines 11

21. What are the main exit pages – visitor retention13

24. Attention Measuring 404 error pages Assisted in transition from old website to new Insight into what users are looking for but cannot find 16

27. Acquisition Transactional Acquisition – ‘Show me the money’ Ecommerce code tracking code to apply $ values to acquisition & attention Powerful & Fast Return on Investment (ROI) information Continued marketing expenditure is backed by Google Analytics data e-commerce tracking code 18

28. Acquisition Online -> Offline Acquisition Not all users are willing to book and pay for a cruise online and often print prices/details for their offline travel agent To track these online->offline conversions, Internetrix setup tracking code to track the “Print this page” action and setup goal funnels. 19

30. Actionable insights are driving continuous improvement initiatives20

32. With the savings on the ‘tool’, Carnival was able to invest their budget on skills & people, and has seen instant ROI.

33. The process of assessment and improvement is continuous, focused around the actionable insights from the Three-A’s.

34. There’s a lot more to come in the future – up and to the right!21

35. Thank You! www.internetrix.net geoff.mcqueen@internetrix.com.au For a copy of these slides, please visit www.internetrix.net/masterclass 22