DIGITAL ANALYTICS

The Digital Marketing team is continuing to optimize the digital presence of the destination through online channels, including the website and email. Key Performance Indicators (KPIs) are now being segmented by desktop and mobile users, as these segments behave differently in the digital landscape. The team is also continuing to move forward with a website redesign, scheduled to launch in August 2020.

  • Website (October 2019)

    Website Traffic
    Digital Analytics Chart 1
    Digital Analytics_Chart 2
    Traffic by Source and Device

     Digital Analytics_Chart 3

    Digital Analytics_Chart 4

    Desktop vs Mobile KPIs Digital Analytics_Chart 5

    Top 5 Pages
    •  /events/
    •  /play/things-to-do/
     /blog/post/30-free-things-to-do-in-greater-palm-springs
    •  /blog/post/hot-water-guide-to-desert-hot-springs/
    •  /chill-deals/stay/

    Chill Deals
    In October, the Chill Deals landing pages received 24,521 pageviews. Individual deals received a total of 7,800 pageviews. The top-performing deals are listed below.

    Top 5 Chill Deals
    •  4th Night Free – La Quinta Resort & Club and PGA WEST, a Waldorf Astoria Resort
    •  Daily Happy Hour – Village Pub
    •  $250 Spa Credit – Parker Palm Springs
    •  $3 Tacos and $5 Margaritas – Citrus & Palm, Miramonte Indian Wells Resort & Spa
    •  $10 Pool & Hot Spring Day Pass – Desert Hot Springs Spa Hotel

    Website Redesign
    The website redesign is continuing to move forward with an expected launch in summer of 2020. In October, the CVB hosted the Simpleview web development team for an immersion throughout the destination. This two-day visit helped the development team better understand the destination and its unique selling points, which will then be brought to life in the new website design.

    New site navigation and page layouts will be presented and approved by the end of the calendar year. The new digital style guide and creative design will be presented to the CVB for approval in early 2020.

  • Email

    Act-on is continuing to manage the CVB’s email marketing for both the consumer and dineGPS newsletters. In October, the email strategy included automation emails that sent a follow-up email to engaged users who interacted with the initial email. The CVB will continue to use marketing automation to target engaged users with additional travel information to increase their likelihood to visit.

     Digital Analytics_Chart 6

  • Travel Data

       Adara Logo

    Adara tracks hotel bookings for up to 60 days after exposure to the CVB’s digital media or website. More than $600,000 in hotel revenue was generated through exposure to the CVB’s digital media or website for the month of August. Additionally, vacation (“fly”) markets ranked within the destination’s top10 hotel origin markets for the reporting period (August), indicating interest to Greater Palm Springs in key air service markets including New York, Chicago and Washington, D.C.

     Digital Media Impact Chart

    Top Origin Markets (Digital Media) Chart

    Website Impact Chart

    Top Origins Market (Website)

    Arrivalist Logo  

    Arrivalist tracks users arriving in destination after exposure to our TripAdvisor campaign or website. Arrivalist continues to outperform the industry benchmark of .30 arrivals per thousand exposures.

     Arrivalist Chart_November 2019

If you have any questions about Digital Marketing, please contact:
Marissa Willman, Director of Digital Marketing | mwillman@gpscvb.com | 760.969.1348