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Phase I of the Programme started close to home. Because of the ABTECH project's
association with ABTA, it was important to help ABTA members to get the most out
of abta.com ABTA's online consumer channel.
ABTECH has been working with a group of ABTA Members to help
them get their fair share of the 1 million plus annual click throughs to Member
sites from the abta.com listings, offers and enewsletters.
This scheme works by establishing a baseline of click-through traffic and then
working with the Member concerned to increase this level.
request more details here >>>
Phase II will be concerned with benchmarking Google
Analytics metrics. Like it or not Google is setting the pace in the development
of online marketing. After their purchase of Urchin they have embarked on a
process of integrating Urchin's site stats capability with Google's online
advertising projects AdWords and AdSense.
The results have been staggering - an unprecedented insight into the behaviour
of online consumers as they make their way around your sites.
Unfortunately, at present, the metrics that GA produces can only be compared
with your own performance over time. The aim of the Phase II project is to allow
travel companies to compare their performance with their peers.
If you are interested in finding out more about this project, please let us know here. |
