Understanding Key Figures

Review
Agenda

Overview of Concepts

Reports Available

Differences in Reports

Main Key Performance Indicators

Jun 2016 | 2
Overview of Concepts

WEBSITE TRAFFIC
E-MAIL GOOGLE ORGANIC GOOGLE PAID SEARCH FACEBOOK ADS YOUTUBE OFFLINE ADS

WWW.EF.COM

Brochure Request Contact US Price Quote GoPage InfoMeeting

IMPORT POSEIDON

POSEIDON
CUSTOMER INTEREST ACTIVITY

TELEMARKETING – SALES ACTIONS

BOOKING

Jun 2016 | 3
Overview of Concepts

Customer
Interest
Interest #1
#2

Activity #2
Activity #1 Sales Activity #3 Sales Activity #1
Brochure
Price Quote Action #1 Reservation Action #2 Campaign
Request

Jun 2016 | 4
Overview of Concepts

Jun 2016 | 5
Overview of Concepts
Date / Time
Activity Brochure Request

Activity Type Price Quote

Info Meeting / Contact Us

Entry Page
Form Page (Enq.Site)
Source Code
Etag
Keyword
Device Type
Is First Activity

Activity Number Req. Activity

Activity Product

Jun 2016 | 6
Overview of Concepts
Date / Time
Sales
Action Action Type
Call Reach
Call Not Reach
Visit / Send Email

Screen Open Duration

Sales Action User

Sales Action Office

Sales Action Product

Is First Call
Action Number Is First Call Reach
Number of Calls

Jun 2016 | 7
Overview of Concepts
Date / Time
Interest Interest Number
Number of Activities
Number of Sales Actions
Age
Address
Interest Assign To
Status (NTBC / TBC)
Market
Interest Product
Office
Language

Jun 2016 | 8
Agenda

Overview of Concepts

Reports Available

Differences in Reports

Main Key Performance Indicators

Jun 2016 | 9
Reports Available
Request to: Frequency Report Generated Objective
Leads Lead generation,
BI TEAM Updated Weekly benchmarking , performance
of partners.

Digital Advertising Overview of the leads and

Digital Advertising Manager (SEM Report) Monthly bookings generated by Paid
Search.
Social Media Overview of the leads and
Digital Advertising Manager (Social Media
Weekly / Monthly bookings generated by Social
Report)
Media.
Sales Overview of Sales Trends,
BI TEAM Updated Weekly Destinations, Discounts, Lead
time to book.

Web Traffic Web Visits to our product

sites, product pages
BI TEAM Updated Weekly
performance, organic
performance, blog insights.
Sales Actions
Insights on Call performance,
BI TEAM Updated Weekly
and number of calls per staff.

Jun 2016 | 10
Agenda

Overview of Concepts

Reports Available

Differences in Reports

Main Key Performance Indicators

Jun 2016 | 11
Differences in Reports
• Why don’t my numbers match with Poseidon Reports?

– Focus on the trends, do they match?

– Are we looking at the same thing?
– What is the date of the reports?
– Why do we want to compare?
– Are the reports comparable?

• We dont want to replicate poseidon reports, thats why you have

Poseidon Team, we want to give you a new overview. The numbers
are all pull from poseidon, we use the same data source, just a
different business logic!

Jun 2016 | 12
Differences in Reports

– Business logic vs raw numbers

– True Conversion Rate
– Mapping and cleaning - ongoing
• Reduce the ”noise” (internet general, 00700)
– Calendars
• Enq Year (Week 30)
• Sales Year (Week 40)
• Production Year (1 Oct)
• Define your analysis!
– Activity Product / Sales Action Product / Interes Product / Booking
Product
• Compare apples to apples
Definitions match, then numbers will Match!

Jun 2016 | 13
Reports Available
Objective Product

Leads Interest Product

Lead generation, benchmarking ,
Activity Product
performance of partners.
Booking Product

Digital Advertising Overview of the leads and bookings Activity Product

generated by Paid Search. Booking Product

Social Media Overview of the leads and bookings Activity Product

generated by Social Media. Booking Product

Sales
Overview of Sales Trends, Destinations, Booking Product
Discounts, Lead time to book. Interest Product

Web Traffic Web Visits to our product sites, product pages

performance, organic performance, blog
insights.

Sales Actions
Insights on Call performance, and number of Sales Action Product
calls per staff. Interest Product

Jun 2016 | 14
Agenda

Overview of Concepts

Reports Available

Differences in Reports

Main Key Performance Indicators

Jun 2016 | 15
Leads: KPIs

KPI

• PARTNER CODE
• CONVERSION RATE
• RANKING
• ACTIVITY TYPE
• OFFICE / PRODUCT / AGE / DEVICE TYPE / ENQ. SITE SOURCE

Jun 2016 | 16
Jun 2016 | 17
Jun 2016 | 18
Jun 2016 | 19
Jun 2016 | 20
Sales Actions Staff Report: KPIs

KPI

• Number of Call Made

• % Calls Reach
• % Calls Reach < 48 h
• Number of Calls to Convert 1 Lead.
• Number of Calls to Converted Leads.

Jun 2016 | 21
How can I get the reports

• Assessment call
• Keep in mind the objective or question you are trying to answer.
• We can pull the reports in 48 hrs.
• When should I get the reports:
– Looking at investment opportunities
– Budget meetings KFR
– Analyzing the current sales scenarios.

• If we don’t have it, we can build it (Will take longer)

• Once you have received the report we will have a follow up call
(Consultant time)

Jun 2016 | 22
Thank you!
Contact Share Mail Box:
bi@ef.com

The Business Intelligence Team

Karin Strom Magnus Vesterberg Matias Undurraga

Karin.Strom@ef.com Magnus.Vesterberg@ef.com Matias.Undurraga@ef.com
Karin.Strom.ef Magnus.Vesterberg.ef Matias.Undurraga.ef

Jun 2016 | 23