Performance Metrics. Cathie Bolstad Executive Director, Northwest Territories Tourism

Transcription

1 Performance Metrics Cathie Bolstad Executive Director, Northwest Territories Tourism

2 What are Performance Metrics and Why Do They Matter? Standard, measurable data gathered from various sources at a point in time or over a specified time period Metrics help us to: Measure the efficacy of our activities Understand our marketing and organization performance Prioritize our tactics Make more informed decisions about the future Give us feedback on NWT Tourism s client s experience (Travel Trade and Media)

3 Where do we get Tourism Metrics? Destination Canada Gives us tourism metrics on Canada as a whole Number of visitors to Canada by airline arrivals Visitor demographics (age, gender, etc.) Visitor geographics (what countries are they coming from?) Canadian Market Share against competitors for the same geographic market

4 Where do we get Tourism Metrics? cntd GNWT Provides tourism metrics for the NWT annually Total number of visitors to the NWT Amount of visitor spending to NWT Breakdown of visitors by Sector Every five years the do a visitor exit survey which gives more detailed data on visitors ie: demographic, geographic, gender etc.

5 Where do we get Tourism Metrics? cntd Northern Frontier Visitor Association Provides monthly visitor metrics Total number of visitors to the NWT who sign in at the NFVA Visitor point of origin

6 Tourism Metrics collected by NWT Tourism Northwest Territories Tourism We directly measure the following Website Traffic Social Media interaction Advertising reach Media reach and value Travel Trade Connections and Sales FAM participant satisfaction

7 NWT Tourism Metrics examples Website spectacularnwt.com These web stats compare September 2014 (orange) with September 2015 (blue)

8 NWTT Web Metrics example cntd September 2014 compared to September 2015 Number of web sessions is up 24% Number of users is up 16% Pages per session rose by 15% Average session duration rose by 72%

9 NWTT Web Metrics analysis Here are the web visits from the first two weeks of July 2015, typically a quieter time for visitation to the site. Notice the big spike on July 6-7 Top cities were Toronto, Calgary, Vancouver and Edmonton with over 1,500 sessions in one day Tracking website visitation is important to identify and analyze this kind of significant change in web activity.

10 NWTT Web Metrics analysis cntd First, we used Google Analytics to see that the top cities visiting our website on July 6 were Toronto, Calgary, Vancouver and Edmonton with over 1,500 visitors in one day Then we went to Visit by source to see where on the web the web traffic came from. We can correlate this spike to an ad we placed on aircanada on air shown as the source site in dark blue here

11 Consumer Newsletter The e-nwt is a consumer newsletter that is sent out to individuals who sign up Nearly 19,000 subscribers received the issues in 2015 Opened in a total of 73 countries Top countries receiving the newsletter are: Canada US Germany Australia

12 Social Media Marketing - Facebook April ,465 Total Likes 971,487 Total Reach 52,562 People Talking about April ,327 Total Likes 3,030,094 Total Reach 80,287 People Talking about

13 Facebook Top Posts Aurora is typically a popular subject on our social media channels. This one post resulted in: 25,293 people reached 2,244 likes, comments and shares

14 Media Activity Results Media Miser The tool we use to gather the advertising media dollar value from media coverage within Canada in the past 12 months: $1,400, ,471,982 circulation

15 Travel Trade FAM Tours Satisfaction Survey Tourism Operators Overall Experience Currently Selling Intend on Selling in Future Welcome Package Suitability for clients Results Results vary by operator

16 Travel Trade Co-op Marketing When we partner with key trade accounts to do co-op advertising, in example: Brochures Newsletters Advertising in newspapers/websites/etc. Events (consumer shows) NWT Tourism typically pays 50% of the co-op cost up front, releasing the other 50% when the program is completed and all reporting is in.

17 Canusa Campground Promotion Canusa included a mailing of a free campground voucher in the NWT to all of their customers renting an RV out of Calgary. The voucher was for one free night of camping in the NWT. Result: 23 vouchers redeemed (approx. 70 visitors).

18 NWT Conference Bureau Since the Conference Bureau opened in June 9, 2014 Conferences bid on: 17 Successful bids: 7 Combined revenue: $1.4 million Bids in negotiation: 7 Potential future revenue: $1.3 million 6 unsuccessful bids

19 Accessing Operator Metrics Sign in to the Members section of spectacularnwt.com to discover your web listing statistics: How many visitors jumped off from the spectacularnwt.com website to yours, in example.

20 Thank you