Attitudinal and Behavioral Metrics - An Integrated Approach to Web Analytics

By Jerry Tarasofsky CEO, iPerceptions Inc. | January 27, 2012

Obtaining a better understanding of how, when and why your visitors interact with your web site will provide you with a wealth of information to increase revenue, enhance your brand image and increase profitability.

To maximize the effectiveness of your web site, you must have a solid web analytics program in place. Without such a program, you and your team are making decisions that are at best pure guesswork, and at worst potentially extremely harmful to your brand and your property.

A strong analytics program can play an important role in establishing benchmarks that will enable you to track and measure any number of criteria over a period of time. As well, you can use this information to highlight differences in performance, revealing site-specific opportunities for optimization.

When it comes to web site analytics, it is important to remember that your web site is much the same as your hotel. They both share many of the same features and characteristics.

Imagine coming across a room service tray in the kitchen with a half eaten meal. What you do know is the guest for whatever reason did not finish their dinner - in fact most of it was uneaten. Was there something wrong with the quality? Was it delivered cold? Was it delivered too late? Did the guest change their mind? Most managers would not be satisfied in knowing the food came back uneaten. They would want to know WHY it was untouched.

This same analogy can be applied to your web site. Tracking where people go and what they do only provides you with half the picture. Listening instead of simply watching provides you with important feedback that in turn allows you to take action to enhance your user's web site experience leading to increased loyalty and site usage.

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Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.