新不伦瑞克省通过将观众与活动相匹配来增加旅游业
公司规模
Large Corporate
地区
- America
国家
- Canada
产品
- Google Analytics Campaign Tracking
- Google Website Optimizer
- Google Analytics Event Tracking
技术栈
- Google Analytics
- Google Website Optimizer
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Brand Awareness
技术
- 分析与建模 - 实时分析
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
新不伦瑞克省文化、旅游和健康生活部 (CTHL) 是加拿大新不伦瑞克省的一个政府部门，负责推广该省的旅游业。他们与其代理机构 T4G 合作，鼓励潜在游客访问该省。2011 年，他们推出了一个网站，上面列满了新不伦瑞克省的旅行创意，以支持他们的夏季活动——“我的新不伦瑞克发现”。主要目标是通过适合两类目标受众兴趣的活动和体验来增加他们的参与度。他们需要一个足够灵活的平台来评估哪些方法有效，哪些方法无效，以及一个可以随时更改战略和战术的合作伙伴。
挑战
新不伦瑞克省文化、旅游和健康生活部 (CTHL) 及其代理机构 T4G 一直致力于提升该省的旅游业。他们推出了一个网站，其中包含大量新不伦瑞克省的旅行创意，以支持 CTHL 的夏季活动——“我的新不伦瑞克发现”。主要目标是通过适合他们兴趣的活动和体验来增加两类目标受众的参与度：“轻松旅行者”和“文化探索者/真实体验者”。CTHL 需要季节性营销活动的支持。他们希望使用分析来评估其效果，并影响未来活动的决策。由于吸引游客的时间既短暂又竞争激烈，他们需要一个足够灵活的平台来评估哪些方法有效，哪些方法无效，以及一个可以随时更改战略和战术的合作伙伴。
解决方案
T4G 在所有营销链接上实施了 Google Analytics Campaign Tracking，并密切监控哪些来源发送了最相关和参与度最高的流量。这些信息使他们能够就如何集中营销资金以获得最高投资回报提出建议。使用事件跟踪，T4G 跟踪了“进行咨询”表单在特定新不伦瑞克体验中的使用频率，并将其设置为 Google Analytics 中的目标。他们还测量了文本链接、图片链接、按钮交互和退出第三方网站的情况，以了解它们对用户体验的全面影响。然后，他们为活动着陆页设置了 Google Website Optimizer 测试。原始版本有很多链接可供点击；一些链接会引导访客深入网站，而一些链接会将访客完全带离网站。他们针对其测试的变体页面只为访客提供了两个选项，每个关键受众群体都有一个链接，并带有明确的行动号召。
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