By structuring data in certain way, you could add intelligence layer to Google Analytics (or any other analytics) with important travel data. Framework allows you to build complex scenarios of data manipulation within Google Analytics.

1. Structuring data in Travel industry
building a framework for data acquisition in travel industry

2. Worst nightmare of tourism industry

3. How many times have you met
savvy traveller?

4. Advertising
Lead(s)
Transactions
(Revenue)
Conversions
Telephone calls
Newsletter
Booked
(Reserved) item
Organic
Search
Paid
Search
Banners
Direct traffic
Newsletter
Web site
Acquisition
Behaviour
(of visitors)
Outcomes
Social
Networks
Journey
Micro
conversions
Audience

5. What’s behind?

8. All this is called marketing stack
- providing tech required for
operations.

9. Complexity comes with so many
different media channels

11. This is hard / complex / ridiculous!

12. Any system to be useful must be
feed with good data

14. Lets simplify system

15. Lets focus on people and their needs

16. Advertising
Organic
Search
Paid
Search
Banners
Direct traffic
Newsletter
Web site
Acquisition
Social
Networks
Audience

17. Advertising
Organic
Search
Paid
Search
Banners
Direct traffic
Newsletter
Web site
Acquisition
Social
Networks
Audience
Over here!!!

18. Web site
The place where
magic happens

19. Web siteUser comes in User finishes purchase
Simplified process

20. Dictionary of digital analytics and marketing
Users
Sessions
Hits
Behaviour
Demographics
Interests
Remarketing
Retargeting
Deep linking
Transactions
Traffic sources
Cookies
Variables
Data Layer
Advertising
Sales
Goals
Events
Funnel
Drop rates

21. Key business objectives in Travel industry (for Internet)
Purchases
Marketing ROI
Drop rates per step
Return rates
Repetitive purchase
Loyalty
Canceled orders
Attribution
Domestic to international booking ratio

22. What is travel?

23. From

24. From To

25. From To Back

26. From To Back

27. From To Back

28. From To Back

29. Important notice

30. Framework allows you to track &
understand people intentions
and ideas before purchase
and their buying habits

31. From To Back
Time & Location
now
advance
purchase
duration of
stay

32. From To Back
Service offering
now
before trip
on
location on way back
during
trip

33. From To Back
Value of customer
now durationduration
advanced
on time
in a hurry
long >1M
medium > 1W
short < 1W
Loyal?

34. Never forget the structure of travellers

35. …and their class preference

36. From To Back
Structure of party & class
now
$
Risk
eval

37. Framework is the answer to…

38. What information to acquire in
order for your data to be
meaningful and to draw actions
through it…

39. …and to structure data about clients-
understanding their intentions.

40. Time & location Service offering Value of customer
Structure of party &
Class
From - To Locations
Return decision
Services according to
purchase flow
Based on days in
advance and duration
of travel
Based on people and
travel type
Booking date
Days in advance
Duration of travel
• before trip
• during trip
• on location and
on way back
Defining value
segments of
customers
• Structure of people
traveling
• Travel class
• Risk score
Intentions & conversions

41. Time & location Service offering Value of customer
Structure of party &
Class
From - To Locations
Return decision
Services according to
purchase flow
Based on days in
advance and duration
of travel
Based on people and
travel type
Booking date
Days in advance
Duration of travel
• before trip
• during trip
• on location and
on way back
Defining value
segments of
customers
• Structure of people
traveling
• Travel class
• Risk score
Intentions & conversions
Dimension
Metric Product category Product details
Dimension
Metrics

42. Utilising Google Analytics
functionalities

43. • Custom dimensions
• Custom metrics
• Enhanced E-Commerce (product details)

45. Each step in purchase
process will be enriched with
additional information for you
to analyse and utilise.

46. … or any other system

47. Based on collected and stored
information you will be able to…

48. • Use advanced Segmentation
• Create very precise remarketing lists based on segments
• Use your marketing stack in more efficient manner
• Analyse shopping behaviour better
• Understand client needs and intentions
• Provide infrastructure for deep linking

49. Integration into marketing models
A I D A
Intelligence layer of intentions and purchases
A I D C A S T I R E A

50. Questions?

51. IVAN REČEVIĆ
Google Certified Trainer
Marketing technologist
Consultant
ivan.recevic@gaia.rs http://gaia.rs