Digital Analytics

Digital Marketing is continuing to optimize digital promotion of the destination through online channels. The focus for the CVB website remains on creating a more engaging user experience while emphasizing key areas including Chill Deals and the events calendar. The CVB is continuing to contract with travel data providers to measure the impact of digital marketing campaigns on hotel and air bookings, as well as actual visitation.

Members of the Digital Marketing team attended the Simpleview Summit in Phoenix, AZ, May 12-22. During this DMO conference, the CVB and Simpleview co-presented a workshop on improving website experiences by using dynamic content. The session focused on how the CVB is using dynamic content placements to increase engagement and conversion KPIs in campaigns such as the CVB’s Fall Air Service campaign. The CVB website was also highlighted as a use case for four digital marketing sessions on topics including user-generated content, event marketing and interactive maps.

Website

The CVB website performed well in May, with overall increase in users, sessions, pageviews and session duration year-over-year. The website continues to pace well for 2019 session and pageview goals.

Users	Sessions	Pageviews	Pages/Session	Session Duration	Bounce Rate
200,675	263,676	537,233	2.04	2:44	46.33%

Over the next month, the CVB will work with its web developer and digital marketing agency Simpleview to continue to optimize the website for engagement goals including session duration, pages per session and bounce rate.

Top-5 Pages Visited in May
1. /play/things-to-do/
2. /eat-and-drink/restaurant-week
3. /events/
4. /chill-deals/
5. /blog/post/30-free-things-to-do-in-greater-palm-springs

Top 5 Chill Deals by Pageviews
1. $99 Stay & Splash – Omni Las Palmas Resort & Spa
2. $250 Spa Credit – Parker Palm Springs
3. $100 Resort Credit – Hotel Paseo
4. $250 Dining Credit – Parker Palm Springs
5. 3^rd Night Free – Riviera Palm Springs

Digital Marketing Website Traffic

The CVB sends monthly newsletters to its consumer databases. Currently, there are two email campaigns: a general consumer newsletter and a dining-focused newsletter (dineGPS). In summer 2019, the CVB will contract with Simpleview for managed marketing automation service, which will enable the CVB to send more personalized and targeted emails based on user interest and behavior.

May 2019	Consumer Newsletter	dineGPS Newsletter
Recipients	6,546	6,906
Open Rate	26.64%	11.48%
Clickthrough Rate	5.81%	2.21%

Travel Data

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.

Adara tracks hotel bookings for up to 60 days after exposure to the CVB’s digital media or website. For the month of March, hotel bookings, ADR and revenue were up compared to January and February.

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

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