P&O Case Study

Carnival Australia – P&O Cruises
Attribution, Attention & Acquisition with Google Analytics

Geoff McQueen
geoff.mcqueen@internetrix.com.au
@geoffmcqueen

Google Confidential and Proprietary 1

P&O Cruises Australia

Google Analytics Master Class 2010 #gamc 2

Introduction

Carnival Corporation & PLC

• Global cruise company and one of the largest vacation companies in
the world.


Introduction

• In the last 2 years, Carnival has increased their P&O Cruise Liner
fleet from two ships to four:

• More destinations
• More services
• More capacity


Introduction

• Business needs to build demand to fill this capacity

• Pacific Dawn
– 2020 passengers

• Pacific Sun
– 1960 passengers

• Pacific Jewel
– 1950 passengers

• Pacific Pearl
– 1800 passengers

• Attracting new customers to cruising is critical!


Introduction

• Carnival battles with a long sales cycle

• And an emotional buying process

• The web plays a very important role in facilitating:
 Education
 Research
 Enquiries
 Bookings


Introduction

• Carnival teamed with
 Amnesia Razorfish - AdNews Digital Agency of the year 3 years running

• Amnesia Razorfish developed a visually stunning and information
rich website


Introduction

• Towards the end of the Amnesia Razorfish website implementation,
a formal web analytics evaluation process was undertaken

• Internetrix was selected to implement Google Analytics through the
new website


Approach

• Internetrix GA Consultants and Developers worked closely with
Amnesia Developers

• Methodology followed Internetrix “Three A‟s” theory

Attribution Attention Acquisition

• Internetrix encourages continuous improvement of the website
through making decisions based on data.

“Actionable Insights”


Attribution

Traffic Sources

• Identifying where your visitors are coming from

Search
Engines

Referring
Websites

Direct
Traffic


Attribution

Geographical Areas of Interest
• Identifying where your most effective visitors come from


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


Attribution

Campaign Tagging

• Google Analytics allowed for advanced tracking of campaign
performance

Adwords Integration

www.pocruises.com.au/cruisesale/

Manual Campaign Tracking

www.pocruises.com.au/cruisesale?utm_source=newsletter&
utm_medium=email&utm_campaign=Biggest-Cruise-Sale


Attention

Entry & Exit Pages

• What are the main landing pages – first impressions and clickpaths
to success

• What are the main exit pages – visitor retention


Attention
Rich Media Interaction

• Using Events to track play, pause and at what point people „leave‟

• Extensive use of virtual page views to correlate visitors who watch
videos all the way through with visitors who convert.


Attention

Click-paths & Funnels

• Improve conversions by knowing what your visitors best react to


Attention

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


Acquisition

• Measuring the success of the website and knowing from where and
how it came about

• P&O have several points of conversion
 Completing booking process
 Printing cruise details

• Increasing success based on data, not just „hunches‟


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

19
Google Analytics Master Class 2010 #gamc

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.


Outcomes

Attribution Attention Acquisition

• Carnival now has detailed, actionable information about:
 Attribution – where are visitors coming from, what campaigns are working?
 Attention – what are visitors looking at, and what patterns drive repeat visits &
conversions
 Acquisition – what does the funnel look like and what sources are paying the best

• This is a dramatic improvement over counting visits or pageviews.

• Actionable insights are driving continuous improvement initiatives


Conclusions

• Google Analytics as a tool is now on-par with the best in the market,
with events, rich media, advanced segmentations and flexible goals
– all enterprise grade features.

• With the savings on the „tool‟, Carnival was able to invest their
budget on skills & people, and has seen instant ROI.

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

• There‟s a lot more to come in the future – up and to the right!


Thank You!
www.internetrix.net
geoff.mcqueen@internetrix.com.au

For a copy of these slides, please visit
www.internetrix.net/masterclass

Google Confidential and Proprietary 23

P&O Case Study

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