Have you ever wanted a solution to a problem, and even though you feel like you have been asking over and over for help…it feels like no one is listening to you? Then one day there it is! Someone has a simple, easy to understand answer that provides you with the perfect solution to your dilemma!
Ironically on the day “A Couple of Chicks E-Distribution Marketing” officially launched our New Web Analytic Tool , I woke up to read a brilliant article “The Long Tail and Analytics” written by Rob Sullivan . He addresses some of the burning issues that all businesses that transact online have …. “As a search engine marketer we need to not only focus on those high traffic more generic words, but also put some effort towards lower traffic, but more than likely higher converting keywords ….This relates to The Long Tail and Search and how the top 50% of searches generated 80% of the search volume. However there is also the argument that the bottom 20% of searches also generate 60% of the sales.”
This is an issue that the hospitality sector should pay more attention to with in excess of 70% of travel being researched and booked online.
With so many hospitality markerters focusing their efforts toward the more expensive, higher searched, competitive generic terms, ( i.e. “new york hotels”) are we missing out on the less searched, more targeted keywords that could potentially yield a higher ROI? ( i.e. “new york family vacation package”) There is no way of knowing unless there is a better analytic tool that can show you the revenue impact of the tens of thousands of keywords at the back of “The Long Tail.” This situation has all search marketers calling on Analytics vendors to address this situation.”
Until now there has not been such a tool to assist travel marketers in choosing the most effective advertising campaigns, PPC campaign keywords, or even the value of professional search engine optimization, or property websites.
A solution to this analytics issue does exist. Merlin Online Metrics was developed by hotel marketers to accurately measure the ROI of all online and offline sources, and the effectiveness of advertising channels to drive online reservations.
Tracking the initial search word, print Ad origin, or referring website, it can measure the revenue generated from positioning in search engines such as Google and Yahoo, to press releases, to offline and online Ad campaigns.
The keyword report feature captures all keywords that were used during any “touch point” of an online reservation, whether it was the beginning, middle or end of the buying process.
This web-based, easy to use technology measures “customer” buying behavior and not just searches - making traditional traffic reports only a small part of the intelligence hoteliers and travel providers need to stay competitive.
This technology lets you see the exact revenue that a particular keyword, or string of keywords contributed to your sales bottom line! Imagine the power of gathering this type customer buying intelligence over months and years?
We’ve been doing exactly that for three years with a group of hotels and travel portals, and now Merlin Online Metrics has been tested and proven successful! A Couple of Chicks E-Distribution Marketing is taking Merlin Online Metrics to market to show the hospitality industry how generate the untapped revenue that is hiding in the Long Tail!
For more information and details about the Chicks’ and Merlin Online Metrics, please visit www.acoupleofchicks.com
Patricia Brusha and Alicia Whalen are the Co-Founders of A Couple of Chicks™ Marketing; specializing in strategic On-line Distribution Strategy, Search Marketing, and Online Analytic Technology. Visit www.onlinerevealed.com A New Seminar Series Coming Soon - brought to you by A Couple of Chicks!
Patricia Brusha
