Using Google Analytics Site search and a combination of Custom dimensions and metrics to track intent in travel industry (and some GTM goodies).

1. HOWs & WHATs & WTHs
Track Intent in Travel

2. HOWs & WHATs & WTHs
Track Intent in Travel

3. Hi
Proud Google+ user
GTM and GA Certified partner
GA Top contributor
GA Certified trainer
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
1ZORIN RADOVANCEVIC
@zorinatesc

4. A beast > A beastly kind of product
Travel & The Travel product
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
2ZORIN RADOVANCEVIC
@zorinatesc
Research > Purchase > Use >
JAN MAR AUG

5. Tracking intent
Track actions and context and in order to create the
precursor(s) (@avinash) > determine purchase ‘likelihood’.
A marketing budget optimization tool.
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
3ZORIN RADOVANCEVIC
@zorinatesc

6. Considerations
Type of business (OTA, tour operator, private ...)
Geo Targeting (inbound vs outbound)
Type of product (package, accommodation ...)
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
4ZORIN RADOVANCEVIC
@zorinatesc

7. Considerations - demand (Croatia generic Travel - Google trends)
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
5ZORIN RADOVANCEVIC
@zorinatesc
Germans
Italians

8. Site Search
IMPLEMENTATION #1
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
6ZORIN RADOVANCEVIC
@zorinatesc

9. Site Search
Easy but unfortunately
not enough!
?destination=a&arrivalDate=b&adults=c&type=d&duration=e
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
7ZORIN RADOVANCEVIC
@zorinatesc

10. Site Search - a must?
● What
● How
● Quality
○ 0 search results
○ Search > Sales
● KW ideas
● Product ideas
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
8ZORIN RADOVANCEVIC
@zorinatesc

11. Site Search
A minimum!
● Destination
● Dates - Arrival
● # of adults / children
● Type
● Nights
Which results in: Search term - a|b|c|d|e
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
9ZORIN RADOVANCEVIC
@zorinatesc

12. Site Search
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
10ZORIN RADOVANCEVIC
@zorinatesc

13. Even more Search
IMPLEMENTATION #2
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
11ZORIN RADOVANCEVIC
@zorinatesc

14. Where can users search? (on site)
Everywhere!
What do they search for depends on which stage on the site they currently are -
home, category, product, promotion/action, booking ...
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
12ZORIN RADOVANCEVIC
@zorinatesc

15. HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
13ZORIN RADOVANCEVIC
@zorinatesc

16. Even More Search
● Track specific search / navigation widget usage
○ Send an event on click / submit
● Track search context
○ Send a pageview on search result render
Track search values with Custom Dimensions / Metrics.
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
14ZORIN RADOVANCEVIC
@zorinatesc

17. Even More Search - how to
dataLayer.push({
‘event’:’trackSearch’,
‘page’:’/search/optional’,
‘priceRange’:’high’,
‘departureTime’:’morning’,
‘departureFrom’:’Gatwick’,
‘packageNights’:’8’
});
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
15ZORIN RADOVANCEVIC
@zorinatesc

18. Be careful when sending metrics with a PV
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
16ZORIN RADOVANCEVIC
@zorinatesc
Or try this:
http://goo.gl/fjCojO
- with hitCallback (thx to
a reminder from Yeshoua and
hitCallback explanation by
Simo).

19. Give context
IMPLEMENTATION #3
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
17ZORIN RADOVANCEVIC
@zorinatesc

20. Context - Grouping, Dimension and metrics
Widen the data provided by your system or scrape what you can (if you must)!
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
18ZORIN RADOVANCEVIC
@zorinatesc

21. HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
18bZORIN RADOVANCEVIC
@zorinatesc

22. HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
18cZORIN RADOVANCEVIC
@zorinatesc

23. Tie it ‘all’ together
Easy idea: Displaying demand, traffic (or search) and sales data
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
19ZORIN RADOVANCEVIC
@zorinatesc

24. HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
19bZORIN RADOVANCEVIC
@zorinatesc
Learn
about the
purchase
paths
Visualization by
multichannelfunnel.com

25. Score Actions
IMPLEMENTATION #4
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
20ZORIN RADOVANCEVIC
@zorinatesc

26. Scoring based on user behavior
Moments Count.
● Image click
● Tab change
● Video play
● Product view
● Search
● Search refinement
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
21ZORIN RADOVANCEVIC
@zorinatesc
● Promotion click
● Dwell time (not session
time)
● Total # of engagements
with the interface? (hits)

27. HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
22ZORIN RADOVANCEVIC
@zorinatesc
GTM > score based on {{Event}}

28. Scoring based on user behavior
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
23ZORIN RADOVANCEVIC
@zorinatesc

29. Scoring based on user behavior
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
24ZORIN RADOVANCEVIC
@zorinatesc
TEST

30. Thank you!
Zorin Radovancevic
● @zorinatesc
● zorin@escapestudio.net
● www.escapestudio.net
● https://plus.google.
com/u/0/+ZorinRadovancevic/about/p/pub
● https://www.linkedin.com/in/zorinatesc
HOWs & WHATs & WTHs
Track Intent in Travel
SUPERWEEK
2016
25ZORIN RADOVANCEVIC
@zorinatesc