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Using Benchmarking to Examine Advertising Effectiveness

This paper discusses the importance of benchmarking in assessing the effectiveness of tourism websites and advertising strategies. It explains the need for continuous measurement and improvement of performance against industry standards. The study aims to establish methods for analyzing state and city tourism websites, measure conversion rates, and synergize academic and practitioner insights. Key metrics for evaluating website effectiveness include usability, informativeness, and credibility, while data collection through real-time reporting systems is emphasized for enhancing decision-making.

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Using Benchmarking to Examine Advertising Effectiveness

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  1. Using Benchmarking to Examine Advertising Effectiveness James F. Petrick, Ph.D. Chief Problem Solver Tourvey Jim@Tourvey.com

  2. Academic vs. Practitioner

  3. Marketing… • “…Marketing battles are fought in a mean and ugly place. A place that’s dark & damp with much unexplored territory and deep pitfalls to trap the unwary. Marketing battles are fought….?” (Rice & Trout, ’86:169) • = image is a key construct • Also “sets”, and positioning • AIDA is-a-da-key • Attention, Interest, Desire & Action (How?!)

  4. Tenured ResearchPhilosophy (Quest for Knowledge) • Research needs to answer Mgt.’s questions • Research must be done scientifically • Temporal differences need to be examined • One-shot studies give little insight • Knowing how you’re doing is not enough • Research must fund graduate students!

  5. Methods Used to Seek Knowledge • Team of Grad Students (6 Ph.D.; 4 M.S.) • Seeking state of the art knowledge • Partnerships • L.I.S.T., SoluServ, eBrains, etc. • Great Clients • States, CVB’s, NPS, USDA, PGA, HA, First Tee, etc.

  6. Case Study Example • Websites as a tool for destination marketing • 55%+ of travel decisions are Web-based! • New methods needed for evaluating the effectiveness of destination websites • How do you know what’s “good”? • No known benchmarks = benchmarking needed

  7. What is Benchmarking? • “The continuous measurement and improvement of an organization’s performance against the best in the industry to obtain information about new working methods or practices”(Kozak, 2002, p. 499) • It helps to: • Learn your own strengths and weaknesses, • Identify best practices or processes, • Make changes and set realistic goals • Tourism Benchmarking Forum (2004)

  8. Purposes of Study • To establish methods for conducting benchmarking analysis of State and City tourism websites • To measure conversion of Website & Materials • To synergize academic and practitioners' strengths in one project • To provide “real-time” reporting & data access • To allow initial & follow-up’s to be paired

  9. Metrics Development = What items do states/cities need? • Use Nominal Group Technique (NGT) • With State & City Tourism People • A&M researchers as facilitators • Continual Analyses of “State of the Art”

  10. What Makes a Website Good? -Key Metrics to Predict “Impressions” “Informativeness” = Variety & Useful Information “Usability” = Info is EZ to Find & Understand “Inspiration” = Inspires a Visit & Represents “Credibility” = You are trusted & Keep promises

  11. Beyond Impression… • How important is your web info? • How did your website visitors find your website? • Why are people visiting your website? • What decisions made prior to visiting your website • What info do visitors hope to find on your website? • What website info was most valuable to visitors?

  12. Other Knowledge Needed • Market Profiles (web v. + V + NV) • Conversion (Net & Gross) & R.O.I. • Differences Between Visitors & NV’s • Tripographics • Satisfaction, Value, Quality, Intent! • Image • Benchmarks for all the above!

  13. Research Design Hard links & pop-ups E-mails fed Into system Phase 1 Website Visit (1) Information Request 4 months later = e-mail sent • Website eval • Decisions made • -Profile Phase 2 Visited Destination (4) Non-Visit Destination (5) Visited Destination (2) Non-Visit Destination (3) • Information eval • Decisions made • Tripographics • Influence of info • Economic Impact • Image & Desires • Sat./PV/Intent • Information eval • Decisions made • Influence of info. • What did the do • Image & Desires • -Intentions • Influence of Web • Tripographics • -Economic Impact • - Image & Desires • -Sat./PV/Intent • Influence of Web • What did they do • -Image & Desires • -Intentions

  14. Ongoing Progress • (Past Study) Has included 23 states • Approximately 300,000 Phase-One responses and 15,000 Phase-Two responses last year • Questions reviewed every year • Recently started its city version (12 participating) • Real-time Reporting and Data

  15. All members are given a user name and password = they just input them here to start the process

  16. Select Any Dates, and Any Partners for Analyses!

  17. Limitations & Conclusions • Coverage error • Not everyone has internet access • Special type of respondents? • Answer two surveys • Collection methods not standardized…yet

  18. Implications & Recommendations • For participating destinations: • information regarding self and competitors • Decision making, travel behavior, and preference profile • Longitudinal changes by season, and over time • Future travel trends • Conversion, ROI & Economic Impact • For researchers: • A feasible tool for benchmarking destination website performance via a set of measures and metrics • Data on travel motivations, vacation decision-making, travel trends, and tourist behavior

  19. Using Benchmarking to Examine Advertising Effectiveness James F. Petrick, Ph.D. Chief Problem Solver Tourvey Jim@Tourvey.com

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