From Google Analytics and Facebook Insights, to Smith Travel Research and visitor profiles, we're awash in data. Optimize your marketing campaign and spark visitation by understanding your visitor and gleaning actionable insights from your data.
Rajkot Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Analytics 2.0: Creating Meaningful Insight From Your Data
1. BIG DATA FOR BETTER CONSUMER
CONNECTIONS
SCOTT FISH 32° DIGITAL
2. 2014 Oregon Governor’s Conference on Tourism
ABOUT US – 32° DIGITAL
We help brands find and cultivate the
best digital channels to successfully
forge meaningful relationships with
customers.
BREAK THE ICE WITH CONSUMERS
14 Years of Experience
Located in Portland
Specialize in Sports & Hospitality
Multi-Channel Strategy
3. 2014 Oregon Governor’s Conference on Tourism
THE CHALLENGE
The Cape Cod Chamber of Commerce is an
organization that advocates, educates and works on
behalf of local businesses in the Cape Cod area of
Massachusetts.
The organization fulfills the role of promoting the
Cape Cod area and businesses through offline and
online channels to help improve the visibility for the
1,400 members.
We were tasked with creating a digital marketing
campaign that incorporated Remarketing
Technology and Display Advertising to ultimately
drive visitors to the member’s websites, provide
additional visibility for a contest, increase email
newsletter signups, and gain data to better
understand the market.
Use $10k Ad Spend Effectively.
$
Drive visitors to member sites & increase
Newsletter signups.
Gain new insight about how to better
market to Cape Cod’s potential visitors.
6
b
4. 2014 Oregon Governor’s Conference on Tourism
sCONSUMER RESEARCH
• Organic Search Insights
• Offline Marketing
Insights
• Targeted Demographic
Data
CAMPAIGN DETAILS – RETARGETING TEXT & DISPLAY CAMPAIGN
rCAMPAIGN STRUCTURE
• Remarketing Channels
• Site Targeting for
Display Ads
• Blended Keyword
Strategy + Negative
Keywords
4ACTIVE MANAGEMENT
• Adjustments to targeted
sites
• Day Parting + Day
Targeting
• Category Cleansing
• Image Ad Optimization
9. 2014 Oregon Governor’s Conference on Tourism
FORWARD LOOKING STRATEGY
Focus on Family & Activities Home Page needs more activities content
Understand most important topics We know when visitors are more likely to click
Strong signals for higherperforming image ads
Gained new SEO opportunities with site targeting
CAPE COD now understands the demographic
make-up and topics that resonate well with their
visitors – allowing content to be matched and future
advertising to have a jump start.
ON THE HORIZON….
Beta test Image ads in Google Search as an extension.
Integration into social + FB Ads
Use of remarketing list for future seasonal campaigns.
10. 2014 Oregon Governor’s Conference on Tourism
THANK YOU
32° DIGITAL
32digital.com
Scott Fish
scott@32digital.com
11. DMO 2.0
Skip Engagement: From
Awareness To Conversion
Governors Tourism Conference
Bend, Oregon
April 28, 2014
12. Goals
1. Participants will see real examples
of how Destinations have made
the Web and Visitor Guides
irrelevant.
2. We'll share tools to measure
Awareness generated from your
media budget.
13. Goals
How much of your
traffic or conversions
are from Search
Engines?
14. DMO 1.0
The DMO bought
advertising, engaged the
consumer and published
Visitor Guides
Linear
29. Goals
1. Participants will see real examples
of how Destinations have made
the Web and Visitor Guides
irrelevant.
2. We'll share tools to measure
Awareness generated from your
media budget.