ECM Web Analytics project

European Cities Marketing Website Benchmarking Modern day tourism organisations use standardised tools such as Google Analytics to collect and report website statistics. Yet are the standardised KPIs provided by these tools really able to add value? Where do they come from, how are they collected and why are they important?

There is a positive correlation between the number of actual visitors/tourists to your destination and the number of website visitors you have. As you benchmark your tourism statistics with your competitors, you can also benchmark your website statistics with other destinations. All you need to do is participate in this project, in which an online system would be developed to enable benchmarking destination websites.

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Top 10 reasons why you should participate in this project:

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1.    Observe and compare the performance of destination websites and learn from the best.

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2.    Have an understanding of website statistics terms such as unique visitor, referrer, bounce rate and compare these values with your competitors;

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3.    Learn which destination websites are visited by specific source markets;

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4.    Measure the success of your online marketing activities by monitoring where your website visitors are coming from (e.g. search engines, direct entry to your website, by clicking on the links on other websites such as ads);

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5.    Find out which countries your website visitors are coming from and compare it with your target source markets;

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6.    Create source market targeted online marketing campaigns based on the dates specific source markets are searching information on your website. This can also extend to marketing campaigns at the actual source market countries as well.

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7.    Discover how well known your website link is by looking at the number of direct entries to your destination website and compare this with your competitors direct entry numbers.

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8.    Find out how engaging your website is by examining the time spent on your website and number of actions per visit, and compare it with your competitors.

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9.    Improve your destination website by examining the bounce rate (e.g. the percentage of website visitors leaving after one page). Compare the bounce rate of your website with your competitors to have a clear understanding of your website visitors.

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10.   Combine the website statistics with actual bednights and arrivals to see the influence of marketing campaigns on actual tourist numbers.
 

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Please see the attached project proposal for the initial costs. The individual cost will depend on the number of ECM members joining the project.

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For more information, please contact Irem Onder at irem.onder@modul.ac.at

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