1. Optimizing Raffles Hotels and Resorts
Rajitha Dahanayake
CEO, eMarketingEye
rajitha@emarketingeye.com
http://twitter.com/emarketingeye
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2. About Raffles Hotels and Resorts
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3. Campaign Objectives
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4. The Challenge
• Provide hotel level reports and tracking the performance at Hotel
Level
• Measure the online marketing campaign performance in terms ROAS
and Brand Awareness
• Optimize the online marketing campaigns in terms of Bookings,
Revenue, ROAS and Brand Awareness
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5. Advanced Transaction Tracking
Implementing the Charge Back Model
• Track the transaction numbers by medium (eg: PPC booking numbers)
• Analyzing the customer profile and formulating online and offline marketing strategies
Flexibility of Google Analytics
for Customizations
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6. Tracking the Performance of Different Mediums
Where to invest? How to manage the budgets efficiently and effectively ?
• Tracking the Visitor, Revenue information of different
mediums
• Measuring the success of online marketing
campaigns
• Measuring the success of all Web Related activities
• Tracking SEO, PPC, E-mail Marketing and E-mail
Signatures etc
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7. Tracking the Performance of Different Mediums
• Ongoing changes to the Keyword Strategy in SEO and PPC campaigns
• Focusing on keywords generating higher returns (Bookings / Revenue)
• Landing page optimization (Driving visitors to landing pages generating more revenue and bookings)
• Identify new markets for PPC campaign by looking at Looker to Booker conversions of SEO and Direct visitors
SEO Bookings 2008 vs 2009
PPC Bookings 2008 vs 2009
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8. Brand Awareness
How can we increase the customer engagement / brand awareness?
• Monitoring the Pages / Visit, Time Spent on the Website, Bounce Rate of PPC visitors
at Hotel Level
• Optimizing the landing pages
(Example: Changing the first image of Raffles Hotel Le Royal helped to reduce the
Bounce Rate from the Photo Gallery Page)
Bounce Rate
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9. Brand Awareness | Pages/Visit and Time on Site
69% increase in Pages / Visit in 2009 compared to 2007
109% increase in Time on site in 2009 compared to 2007
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10. Brand Awareness | Bounce Rate
46% drop in Bounce
Rate in 2009
compared to 2007
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11. Geo Target Campaign Optimization
Which geo markets are
performing? How can we extend
the reach to new markets?
• Analyzing the geo market performance by medium in
terms of visitors, bookings and revenue
• Optimizing the PPC campaign by implementing geo
market strategy
• Identifying Organic keywords working for each market
and use them in the PPC campaigns for specific
markets
• Targeting specific geo markets with relevant offers and
packages (Example promoting Weekend Offers to
Middle Eastern Market)
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12. Analyzing the Booking Steps and Optimization
What are the exit points? What are the areas that needs improvement?
• Identify the top pages that send visitors to the Search Results
page. Driving PPC visitors to these pages in order to improve the
Looker to Booker conversions
(Example: Raffles Best, Book Early with Raffles)
• Success of the offers resulted in Hotels introducing ongoing
special offers online.
• Monitoring the booking process is critical in order to understand
the visitor behaviour (Understand the Exit Points and improve the
steps)
• Top links on the booking process was opening on the same
window and this was changed to New Window and this helps to
improve the funnel conversions
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13. Analyzing the Booking Steps and Optimization
40% increase in Funnel Conversion Rates in 2009 compared to 2008
80% increase in Funnel Conversion Rates in 2009 compared to 2007
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14. Learning's for Raffles and eMarketingEye
• Importance of monitoring performance by market / product in this case
creation of separate profiles for each Hotel
• Measurable marketing helped to identify online advertising as a distribution
channel not just an advertising platform
• Importance of monitoring the complete buying cycle of the consumer from the
time he/she enters the website and making a booking / conversion or Exit
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15. Three Things to do tomorrow
• Always track Conversion Revenue Data (By Product . Market in this case
By Hotel)
• Analyze visitor behavior at page level in terms of overall engagement with
the website (Time Spent, Pages/Visit, Bookings)
• Effective Landing Page Optimization in order to improve the conversions
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16. Thank You!
http://www.emarketingeye.com/
rajitha@emarketingeye.com
http://twitter.com/emarketingeye
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