How to Use Online & Voice Channel Analytics to Fully Understand True ROI from Digital Marketing
By Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality, Founder & Director at HEBS Digital
Because of this, hoteliers can often underestimate the performance of their digital marketing campaigns that were driving revenues via the voice channel. For example, many hoteliers have seen trackable revenue from their email marketing campaigns plummeting over the past years. "Email no longer works!" – we have heard this from hoteliers numerous times. With over 70% of emails being opened and read on smartphones, and many travel consumers still reluctant or too lazy to do mobile reservations via the hotel booking engine and prefer to call, how do you track true revenues and returns from email marketing? What if you knew that over 91% of email marketing bookings actually came via the voice channel for the resort featured in this case study? Would this change your opinion about the potency of email marketing as a direct-response, revenue generation initiative?
So how should hoteliers calculate the true ROI from their digital marketing campaigns? By combining precise online and voice channel analytics, hoteliers can fully understand which digital marketing initiatives produce the highest returns.
The Case Study: Expecting the Unexpected
A Florida resort client was struggling to understand the true performance of their digital marketing campaigns, having experienced decreasing revenues from email marketing, paid search, its TripAdvisor Business Listing, etc. The resort was even considering halting some campaigns due to deteriorating revenue performance and ROIs.
When HeBS Digital and the reservations sales experts at NAVIS joined forces, we were able to reveal the 'big picture' and demonstrate that a significant percentage of digital marketing revenue was actually made through voice reservations, thus leading to a shift in marketing "thinking" at the resort, and to more accurate measuring of campaign performance and ROIs.
Based on digital marketing results for 2016 (YTD), we found that over 41% of booking revenues from the property's digital marketing campaigns actually came via the voice channel, including:
- Email Marketing: over 91%
- SEO: 55%
- Mobile devices: 55%
- TripAdvisor Business Listing: 54%
- Social Media: 36%
- SEM/Paid Search: 32%
Obviously, if the resort did not take into account voice channel contribution, many of the digital marketing campaigns would appear to be performing in an unsatisfactory fashion.
How does voice channel tracking work?
NAVIS' online/offline voice tracking bridge relies on unique phone numbers – most typically toll-free numbers and dynamic coding on the website, which recognizes which campaign is responsible for the call and through interface with the property's PMS tracks if the call results with bookings and revenue. In sum, it enables us to attribute booked revenue by phone to the originating digital campaign.
Here is a screenshot summarizing the case study, which helped our client understand true ROIs by integrating both online and offline conversion tracking:
About HEBS Digital
Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas and Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Content Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.
Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry's first Fully-Integrated Guest Engagement & Acquisition Platform.
Contact HEBS Digital's consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or firstname.lastname@example.org.
Marketing Manager, HEBS Digital
Phone: (212) 752-9425