Travel and Tourism Measurement Checklist and Flowchart

Transcription

1 Travel and Tourism Measurement Checklist and Flowchart

2 This convenient checklist and flowchart will help you plan and complete almost any travel and tourism measurement program. Use it alongside Paine Publishing s Your Ticket to Success: Measure What Matters in Travel and Tourism in Six Easy Steps. A. Define your objectives and measures of success. Make a list of who will want to see a report on your event or program. Set up a meeting of all the people who will want to see your report. The purpose of the meeting is to get consensus on the business goals and your measures of success. Set the agenda for the meeting, including: Defining the goals: What is the purpose of the program or campaign? How will you know success if it happens, how will you know if it failed? What are the specific outcomes expected from the money spent? Make sure your goals are measureable, time-defined, and tangible Defining your audience: Who are you trying to reach? Who s behavior are you trying to change or influence? Define what the benchmark: What are you going to compare your results to? Define the Kick Butt Index (KBI) that they will expect to see: What specific metrics will be expected on your dashboard? Summarize the meeting in a document that includes your Kick Butt Index metric and the dashboard of charts or tables that you will present in your reports.

3 Get sign-off on the KBIs and the dashboard. Based on the KBIs, make a list of the data you will need to report on those KPIs. B. Select a measurement tool: Survey, web analytics, or content analysis? Look at each KBI and decide whether the most appropriate measurement tool is a survey, web analytics, or content analysis. If the goal is message-related, then you will need either a survey or content analysis. >>> Skip ahead to Section C: Select a listening/monitoring tool. If the goal has to do with awareness or preference, then you ll need a survey. >>> Skip ahead to Section D: Select a survey tool. If the goal has to do with web traffic, then your tool will be Google Analytics or similar. >>> Skip ahead to Section E: Select a web analytic and/or CRM tool.

4 C. Select a listening/monitoring tool. Make a list of the search terms you need to know about, for instance, companies, benchmarks, subjects, topics, issues, or peer institutions. Decide if your program is domestic, international, or some combination of the two. Make a list of the channels you need to monitor: Traditional media Network TV Cable TV Radio Do you need actual tapes or will transcripts do? Newspapers Magazines Trade publications Online Media Online versions of traditional media Online only publications Social Media External Blogs

5 YouTube Flickr Twitter Facebook Pinterest Instagram Tumblr Linked In Social Bookmarking Sites (Digg, Delicious) Forums Make a list of the quantitative data you will need: number of mentions number of comments? Shares? Pins? number of YouTube, Instagram or Pinterest views, pins, comments, or votes number of Twitter followers, retweets? Favorites? opportunities to see (OTS), a.k.a. impressions Make a list of the qualitative data you will need: Tonality: positive, neutral, balanced, or negative

6 Spokesperson quote Affiliation of Spokesperson Messages content: amplified, full, partial, incorrect negative, or none Individual messages communicated USP or specific experience mentioned Issues discussed Subjects mentioned Lines of business mentioned Dominance of mention Prominence of mention Recommendations/reviews Brand benefits mentioned Accuracy of mention Estimate the volume of mentions using Google News. Decide if you need an automated system, random sampling, or manual review. Decide whether you will be doing this work in-house or will need measurement partners.

7 Create an RFP that allows you to accurately compare vendors (apples to apples). Include your best guess as to the volume of mentions and a full list of what you need to track. Ideally, you should provide all your prospective vendors with a maximum amount you are willing to spend and then ask them how many clips they can read for that amount. Hire your vendor of choice and collect data. Write up the results and map them to your activities. >>> Now proceed to Section F, Analyze data and report results. D. Select a survey tool. Determine how quickly you need the results. Determine a budget for the research. Read the Institute for Public Relations guide to good survey research here: Define your audience and source the list of desired respondents. Decide what sort of survey to do. Study the internet habits of your desired respondents. If they are primarily online, then an online survey might be acceptable. If they do not have reliable internet service, a mail survey might be preferable.

8 If you are going to use an outside research firm, give them a budget and see how many completed calls they can make for that budget. Call their references, and study their existing reports, if possible. Hire your vendor of choice, or proceed to conduct the survey on your own. If you are using a free survey tool, make sure you have one that has the capacity to ask the kind of questions you need answered. Create the survey instrument. We strongly recommend that the survey instrument be written by a professional. Test the survey on a sample of your respondents. Fix any problems and make sure you are getting the data you need. or mail out the survey or begin the phone calls. Check results after 5 days to insure that your survey is doing what you want it to do. Once the results are in, make sure you have the necessary cross tabs. For example, if you need to know what impact your media outreach is having on awareness, make sure you have a crosstab of awareness levels by media outlet used or remembered using. Write up the results and map them to your activities. >>> Now proceed to Section F, Analyze data and report results.

9 E. Select a web analytic and/or CRM tool. Create one or more unique URLs and landing pages for each event, press release, or activity, so you can track traffic and thus directly tie those activities to results. Make a list of the engagement data you will need: Unique visitors Repeat visitors Length of time on site Pages per visit Downloads Registrations Conversions Make a list of the sales/lead data you will need: Number or registrations Number of leads Number of qualified leads Number of appointments made Number of proposals delivered Number of sales

10 Market share Value of sales Average profit per sale Cost of social media program Talk to whoever within your organization manages the web site(s) and collects web data. Determine what data you already collect and/or have available, and what data is missing or as yet unavailable. Decide if you need any additional tool(s). Create an RFP for web data collection and analysis. Hire your vendor of choice and collect data. Write up the results and map them to your activities. >> Now proceed to Section F, Analyze data and report results. F. Analyze data and report results. Put all relevant data into a KPI table. Based on your KBI and definitions of success, force rank all your programs, from most successful to least successful. Assign each campaign or program a resource rating : low, medium, high or very high.

11 Look for significant failures: Where did a program not deliver? Which ones were most cost effective? Which ones were least (see quadrant chart below). Look for exceptional successes. Drill down into the data to determine cause and effect. Pull most relevant charts and data into a PowerPoint presentation.

12 Report results and make recommendations. Congratulations! Paine Publishing