费尔蒙酒店利用 Google Analytics 的强大功能来优化社交媒体营销
公司规模
1,000+
国家
- Worldwide
产品
- Google Analytics
技术栈
- Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
费尔蒙酒店及度假村是一家豪华酒店公司，在全球拥有 60 多家特色酒店和度假村。该公司使用 Twitter 等社交媒体渠道来提高优惠的知名度，并为其投资组合中的网站带来流量。他们面临的挑战是如何准确识别和跟踪由他们的推文产生的网站流量，因为许多 Twitter 用户不使用 Web 界面，而是使用众多可用的桌面客户端或移动应用程序之一。此外，在 Twitter 上发布的链接可能会通过电子邮件或短信转发，导致本应归因于 Twitter 活动的流量被报告为直接或其他引荐流量。
挑战
费尔蒙酒店及度假村是一家豪华酒店公司，在全球拥有 60 多家特色酒店和度假村，该公司希望优化其社交媒体营销工作。该公司使用 Twitter 来提高优惠的知名度，并为其投资组合中的网站带来流量。然而，他们面临着准确识别和跟踪其推文产生的网站流量的挑战。这是因为 Twitter 流量的很大一部分并非源自 twitter.com；许多 Twitter 用户不使用 Web 界面，而是使用众多可用的桌面客户端或移动应用程序之一。此外，在 Twitter 上发布的链接可能会通过电子邮件或短信转发。在所有这些情况下，任何理论上应归因于 Twitter 活动的流量都将被报告为直接或其他引荐流量。
解决方案
Fairmont Hotels & Resorts 通过使用 Google Analytics 的广告系列跟踪变量解决了这个问题。这些变量允许他们标记他们的链接，以便 Google Analytics 可以识别和衡量将访问者带到其网站的非 AdWords 广告系列。当将广告系列跟踪变量应用于 Fairmont 推文中的任何链接时，无论访问者在哪里找到并点击链接，这些推文产生的流量都会正确归因于相应的推文。为了保持链接简短，避免在 140 个字符的消息中浪费宝贵的字符，Fairmont 的团队使用了免费的 URL 缩短服务，例如 goo.gl。Google Analytics 允许 Fairmont 比较他们自己的活动产生的 Twitter 流量的质量和增长率与从 Twitter 获得的“有机”流量。由于每个 Twitter 帖子都带有唯一标记，他们可以查看每个帖子的表现，首先选择所选的流量渠道，然后选择特定的广告系列。
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