Establish measurement frameworks that will power your effectiveness

Monitoring the right metrics at different stages of the customer journey can mean the difference between a campaign that delivers strong returns and one that misses the mark. The specific business goals that you are trying to achieve should be used to inform your measurement framework, providing data that will help you to optimise for impact.

Today, with advances in analytics, it’s possible to better align metrics with your broader business goals. This varies greatly from player to player in the travel space. For example, a destination marketing operator looking to drive awareness will likely put greater emphasis on measuring intent, rather than driving traffic to a site, compared to an airline company looking to increase bookings.

Key priorities by player and the different Facebook products applicable

There is no one size-fits-all approach – different types of travel companies will have different priorities at different stages of the customer journey. This is what a typical destination marketing operator’s marketing priorities look like across the customer journey and our recommended strategies to help them (DMOs) achieve their goals:

There are different focus areas for a DMO in each phase