Creating a Benchmark

Creating a Benchmark Presented by Melissa Moody, Industry Development Manager, Travel, Google 1

Benchmarking,

2013

Melissa Moody

Industry Development Manager, Travel Google, Inc.

‘Nonline’

Access

Experience

REFRESH YOUR METRICS FOCUS ON THE EXPERIENCE

86% of marketers use number of followers, friends and likes as a metric of social media success.

2012 Ragan and NASDAQ Corporate Solutions Study (eMarketer, Nov 2012)

You do not need another dashboard.

What you really need is more revenue.

CONVERSIONS You should be tracking this already, but there might be missing something…

mobile search

mobile app

search

email signup

OTA site

check status

supplier site

book

Prior to booking a hotel, an average traveler makes 4.3 travel search clicks and visits 17.2 travel sites

Compete/Google Key Travel Themes, Q4 2012

REFRESH YOUR METRICS FOCUS ON THE EXPERIENCE

Google Consumer Surveys

MARKETERS BUILD SURVEYS

USERS ANSWER 1-2 QUESTIONS

GOOGLE PROVIDES ANALYZED DATA

google.com/insights/consumersurveys  

“ Have you booked a hotel in the last 6 months?”

48

HOURS

5,000+ REPRESENTATIVE RESPONSES

google.com/insights/consumersurveys  

google.com/insights/consumersurveys  

google.com/insights/consumersurveys  

google.com/insights/consumersurveys  

google.com/insights/consumersurveys  

google.com/insights/consumersurveys  

In the face of blended consumer paths, more accessible data, and the importance of customer experience… benchmarking in 2013 should include a reconsideration of metrics and a focus on the consumer.

Melissa Moody

Industry Development Manager, Travel Google, Inc.

@googletravel google.com/+googletravel