This article is part two of a Time To Reflect series.
The challenges we face during ‘business as usual’ periods are very different to the current times.
Usually we are too busy looking at short term wins to sit back and reflect on what is working; when ironically, this is exactly what we should be doing to drive our strategies forward.
Part 1 covered the high level metrics we feel leisure, visitor & family attractions should be able to quote at the drop of a hat. Having these figures on hand at all times should support decision making and strategic thinking.
But whilst headline figures are foundational in your thinking in terms of the bigger picture; they don’t tell you what’s happening on the front lines.
In this article we are going to take a look at how you can get some meaningful insight from your platform specific data.
Platform Specific Marketing Analysis
Marketing is everywhere, the modern world is saturated with methods of communicating with your customers. Platform data is specific to these advertising platforms. Examples include:
- Facebook Advertising
- Google Advertising
- Youtube Advertising
- Social Media
- Third Party/Affiliate (web)
- Outdoor Print
We can evaluate the performance of platforms by understanding the data behind them. If we know how effective the platform is, we know if the platform is profitable for us.
Keeping track of key metrics when you’re active on multiple platforms is tricky. To make things easier here’s a cheat sheet with the minimum key metrics for the most popular platforms:
You’re probably aware that certain types of marketing are impossible to track. Typically non-digital/traditional forms of marketing impossible to directly appraise. Lots of people assume the solution is to attach a discount code and track it’s usage.
You’re better off using these types of advertising to focus on a specific topic or product. If you run a print and radio campaign on family bookings, appraise the campaign by comparing your family ticket sales numbers month on month and year on year. If your campaign focuses on a certain customer demographic, view how many bookings you are getting from that group. Don’t rush into damaging your brand by discounting.
It’s time to start stripping the data from your platforms. Your analysis is going to look something like this:
Presenting your data clearly is 90% of the battle of understanding it.
Now you know where to look, you can start collecting your data. Don’t get bogged down in the details. Understanding your numbers can quickly become a never-ending rabbit hole, stick to the headline metrics and only dig deeper if you have to.
Join Our Network
We have set up a free community for all leisure, visitor & family attraction leadership teams to join and support each other.
Now is not the time for competition, we need to support each other to come out stronger as an industry on the other side.