Company Background
Travelocity is one of the largest
travel companies in the world, providing the most comprehensive and proactive
travel guarantees in the industry. The company provides a high level of service
and faces tough challenges keeping ahead of rapid developments in a highly
competitive industry (“Travelocity uses google,”
2012).
The industry is faced with engaged, informed, and
mobile customers ready to change a reservation at moment’s notice. According to
a market study conducted by Google and Shopper Sciences in July 2011, travelers
frequently use the internet for comparison shopping. Travel customers on
average are using 10.2 online sources, visiting brand websites, aggregate
websites, and search engines as they make purchase decisions. In order to
succeed in this environment, Travelocity must be informed and agile in its
online analysis and marketing (“Travelocity uses
google,” 2012).
Web Analytics Approach and Implementation
There were a few challenges for
Travelocity to keep ahead of their competitors. First they needed quick access
to actionable and decision relevant information. Next the data had to be
pervasive throughout the organization. Lastly they needed a single source of
truth for digital reporting (“Travelocity uses
google,” 2012).
Implementation
of Google Analytics was straightforward and Travelocity used a single code
snippet on each page of their site. The customization was minimal which allowed
the company to start tracking progress immediately. Travelocity has a premium
account with Google Analytics which provides the company with dedicated
support. The company was able to work with the Google team and implement the
tracking on their tight timeline. According to Satnam Singh, VP Analytics and
Site Optimization for Travelocity, “Google has team of first-class support
people on call that have worked with us to customize our implementation and continue
to help us maximize our returns from Google Analytics” (“Travelocity
uses google,” 2012).
Google Analytics provided a lot of value to
Travelocity. The program was easy to use and employees were able to train on
the tool immediately. The premium package also came with an efficient training
program that was easy to implement. According to Keefe Wong, Web Analytics
Manager at Travelocity, “The training effort that we put into Google Analytics
is looked upon as a best practice in our company. During our initial training
phase, we trained over 80 people in Google Analytics across different products
and teams. We have done group sessions where every team could define their own
KPIs and track with Google Analytics. This includes advertising and marketing, site
content managers, site architects, creative designers, business analysts, and
executives” (“Travelocity uses google,” 2012).
Implementing Google Analytics allowed Travelocity to
have faster optimizations and improved conversions. Google Analytics enabled
the company to have enhanced access to data across the company and they have
been able to streamline their analysis efforts. Before, their analysis requests
had to be funneled through a specialized team but now Google Analytics allows
them to use an exploration tool available for the whole team. Requests that are
sent to analyst teams are structured better and Travelocity has been able to
reduce workload and get more actionable data to appropriate teams (“Travelocity uses google,” 2012).
The site speed report of Google Analytics has been
very beneficial to Travelocity. This has supplied the company with a near
instant fix to problems within the site. According to Singh, “Google Analytics
has helped us quickly discover which parts of our website were too slow to load
and therefore a potential impediment to our conversion process” (“Travelocity uses google,” 2012).
Another actionable result of implementing Google
Analytics was found by analyzing bounce rates.
Google Analytics allows all team members access to website insights and
through collaboration between an information architect and a project manager
they were able to identify a serious problem. By analyzing the bounce rate they
were able to identify a set of pages thought to be shared infrequently by
visitors, only to find that the sharing behaviors on the page structure could
not support sharing and fixed the problem immediately (“Travelocity
uses google,” 2012).
Goals for the next web analytics project for
Travelocity are already in place. The company plans to leverage 50 custom
variables, event tracking, and funnel visualization. This will help them
further expand the metrics readily available to the organization. Also this
will help Travelocity create a robust second source of metrics for performance
measurement. Lastly it will help the company to quickly determine drop off
points throughout the experience on the site (“Travelocity
uses google,” 2012).
Recommendations
Travelocity
already has a plan to implement event tracking in Google Analytics. Event
tracking is a feature that allows companies to track visitor actions that don’t
correspond directly to pageviews. This tool is very commonly used when there is
an on-click event that a company wants to track but there is no confirmation
page to use when setting up goals. Travelocity could start tracking events on
clicks for promotions they posts on their website for travel deals. The site
has promotions for deals that keep users within the website such as “Great
deals for Spring Break” and “Cruise Super Sale Reloaded”. However they also have deals based on
sponsored ads that redirect users to other company’s pages. For example on
their cruises page, there are ads for various cruise lines and users are sent
to another company’s page. Currently there is an ad for “20% off Disney Cruises
to the Bahamas.” Travelocity could track when users click the button for
getting details so they can have another measure of their ad response rates.
This information will allow them to see what users are interested in cruises
but it will also give them information for advertisers who are looking to
purchase space on their site. Tracking who clicks on the links within Google
Analytics will allow the company to keep ad and site metrics in one place
(“Travelocity,” 2014).
Another feature
that the company can use is goals to see how people accomplish tasks on the
site. Goals can be somebody buying a plane ticket or completing an information
request form. Travelocity can use goals to see which paid keywords they are
using resulted in purchase. They will also be able to see which keywords work
and which ones they should drop. Travelocity will be able to see which pages or
parts of pages generate the most purchases. Lastly they will be able to see how
changes they make to the site based on content or promotions effect conversion
rates (“Google analytics for”, 2010).
Based on goals that Travelocity sets up, they can add a
funnel to determine their conversion process. They will be able to see where
users drop off in the funnel and learn what they can do to streamline processes
and keep consumers on track. For example if users are dropping off filling out
a long travel information form, a solution might be splitting it up into two
pages to see if it is more effective There are a lot of steps to purchasing
travel accommodations and knowing the purchase path of consumers can be
valuable information for marketing efforts and customer service (“Google
analytics for”, 2010).
Another feature
Travelocity can track in Google Analytics is geographic data from customers.
Although the company does not have physical travel agencies where customers can
come in and talk to customer services reps, it is important to know how customer
location effects purchase behavior. For example it is easy to assume that
people in colder climates might respond well to an ad that features a tropical
get-a-way. Most travel ads feature an image that looks like paradise to entice
users to book a vacation. Using geographic information will allow the company
to figure out how location effects where people vacation. For example, the
company assumes that students that go to Kansas want to see spring break ads
that feature a beach scene. What if these kids that are used to a rural setting
do not want to go to a beach area for spring break? Customer data could show
that these kids are more likely to book a trip to a city such as New Orleans so
they can get the city adventure that they are not getting by living in a rural
area. Tracking this information will allow the company to create more targeted
ads and offers based on real customer data.
Conclusion
In conclusion, Google
Analytics allowed Travelocity to meet the challenges of their highly
competitive industry. Through the rapid implementation of Google Analytics
Premium, they were able to train users across departments. Enabling data
sharing across the company allowed Travelocity to create an agile decision
making culture. Conversion improvements were seen within weeks and they were
able to set goals for future web analytics projects (“Travelocity uses google,”
2012).
References
Google analytics for travel agencies. (2010,
March 06). Retrieved from
http://travelalchemist.wordpress.com/2010/03/06/google-analytics-for-travel-agencies/
Travelocity. (2014). Retrieved
from http://www.travelocity.com/
Travelocity uses google analytics premium to
enable agile, data-driven decision making across
the organization.
(2012). Retrieved from
http://ssl.gstatic.com/think/docs/travelocity-uses-google-analytics-premium_case-studies.pdf