Google Analytics Premium: Optimizing data-driven marketing decisions

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Travelocity is one of the largest travel companies in the world, providing the most comprehensive and proactive travel guarantees in the industry. Holding itself to a high standard of service, Travelocity faces tough challenges keeping ahead of rapid developments in this highly competitive industry.
ChallengesA market study conducted by Google and Shopper Sciences in July 2011 ?4XLFNDFFHVVWRDFWLRQDEOHGHFLVLRQ shows that travelers frequently use the internet for comparison shopping. relevant insightsTravel customers on average are using 10.2 online sources, visiting ?Pervasive data throughout the organizationbrand websites, aggregate websites, and search engines as they make ?Single source of truth for digital reportingpurchase decisions.This means the industry is faced with engaged, informed, and mobile 6ROXWLRQ customers - ready to change a reservation at a moment's notice. To ? Rapid implementation of GA Premium, succeed in this environment, Travelocity must be informed and agile in its minimal customization required to gain online analysis and marketing.high quality data & analysis? Ease of use enabled short training ramp up, scalable train the trainer model - VHYHQGL?HUHQWWHDPVQRZKDYHLQVLJKWVDW ?*RRJOHKDVDWHDPRI?UVWFODVVVXSSRUWSHRSOHRQFDOOWKDWKDYHWKHLU?QJHUWLSV ZRUNHGZLWKXVWRFXVWRPL]HRXULPSOHPHQWDWLRQDQGFRQWLQXHWRKHOSXVWRPD[LPL]HRXUUHWXUQVIURP*RRJOH$QDO\WLFV? Results- A bhi Jadhav, Director of Analytics & Experience Optimization, ? Agile decision making culture able to Travelocityoptimize digital investments? Conversion improvements seen within weeks due to better data shared by more teams7KHLPSOHPHQWDWLRQVSHHGDQGTXDOLW\WKURXJK?UVWFODVVVXSSRUWImplementation of Google Analytics was straightforward, with a single code snippet added to each page on the site. Customization was minimal. Dedicated support from the Premium Account Services team ensured Travelocity a high quality implementation on their tight timeline. "Google KDVDWHDPRI?UVWFODVVVXSSRUWSHRSOHRQFDOOWKDWKDYHZRUNHGZLWKus to personalize our implementation and training," says Abhi Jadhav, Director of Analytics & Experience Optimization at TravelocityWhen it was time to share the technology across the company, some of the more valuable aspects of GA Premium quickly became clear. Its RYHUDOOHDVHRIXVHPHDQWWKDWQHZXVHUVZHUHDEOHWREHJLQXVLQJWKHWRROUDSLGO\ZKLOHDQH?FLHQWWUDLQLQJSURJUDPZLWKDVWURQJ?WUDLQWKHWUDLQHU?FRPSRQHQWSURYHGPRUHD?RUGDEOHWKDQWKHFRPSHWLWLRQ?7KHWUDLQLQJH?RUWWKDWZHSXWLQWR*RRJOH$QDO\WLFVLVORRNHGXSRQDVa best practice in our company. Other teams came by asking us how we SXOOHGWKLVR??VD\V.HHIH:RQJZHEDQDO\WLFVPDQDJHUDW7UDYHORFLW\"During our initial training phase, we trained over 80 people in GA across GL?HUHQWSURGXFWVDQGWHDPV$QGZH?YHGRQHJURXSVHVVLRQVZKHUHHYHU\WHDPFRXOGGH?QHWKHLURZQ.3?VWRWUDFNZLWK*$7KDWLQFOXGHVadvertising and marketing, site content managers, site architects, creative designers, business analysts, and executives. I'm looking forward to seeing ZKDWWKH\FRPHXSZLWKQH[WQRZWKH\KDYHWKHGDWDDWWKHLU?QJHUWLSV?7KHUHVXOWVIDVWHURSWLPL]DWLRQVLPSURYHGFRQYHUVLRQVWith enhanced access to data across the company, Travelocity has been DEOHWRVWUHDPOLQHLWVDQDO\VLVH?RUWV?:HXVH*RRJOH$QDO\WLFV*$DVan exploration tool for the whole team now," says Jadhav. "Before, our analysis requests had to be funneled through a specialized team. Now the broader organization can do many analysis tasks themselves. And the requests that we still have to send to the analyst teams are constructed better, so we reduce analyst workload while getting more actionable data to the team at the same time."7UDYHORFLW\KDVDOUHDG\VHHQWKHLULQYHVWPHQWLQ*$SD\R??7KH3UHPLXPteam continues to help us to maximize our returns from Google Analytics on a ongoing basis." Jadhav explains. For example, the team has already EHQH?WHGIURPWKHVLWHVSHHGUHSRUW7KLVVXSSOLHGDQHDULQVWDQW?[-DGKDYsays. "It helped us quickly discover which parts of our website were too slow to load and therefore a potential impediment to our conversion process." Because GA lets all team members access website insights, an information architect and project manager we... [download for more]