Innisfree Hotels is a hotel company that has expertly managed dozens of hotels in partnership with the world’s most recognized hotel brands since 1985. They currently own & operate 17 hotel properties, with $103 million in annual hotel revenue, and over $13 million in annual food & beverage revenue.
The digital advertising & content shepherded by Innisfree Hotels to support these properties is critically important to their profitability, and has become an increasingly complicated ecosystem to manage. It became apparent that they needed help organizing myriad digital marketing analytics & advertising tags across local web sites, local & brand booking engines, and social media sites. Innisfree Hotels tapped iDimension, a Google Tag Manager Certified Partner, to help.
iDimension configured & deployed Google Tag Manager containers on all properties to manage a complicated tagging scheme including support for custom Google Analytics pageviews & events, Google AdWords remarketing, Facebook retargeting, and DialogTech call keyword level call tracking. For independent hotel properties with local booking engines, support was also required for Google Analytics cross-domain tracking & Google Analytics Enhanced Ecommerce – across mobile, desktop & tablet devices.
With tagging managed in an organized manner and firing correctly on all digital properties, iDimension also helped Innisfree Hotels formally define success in a digital marketing measurement framework document. iDimension used this client approved measurement framework as the basis for a best practices configuration of hotel property Google Analytics web properties & views. iDimension imports cost data for AdWords, Bing, Facebook & Instagram advertising accounts into respective hotel Google Analytics properties to allow for comparison of ad cost & conversion goal value generated by each advertising source.
Success defined & measured correctly through best practices implementations of Google Analytics & Google Tag Manger allows iDimension to help Innisfree Hotels manage their digital marketing budget to success. Conversion goal value & return on ad spend (ROAS) work together to shine objective light on what’s working, and where to focus optimization efforts. Google Analytics Multi-Channel Funnel reporting allows attribution analysis to prevent incorrect decision making based solely on the last click attribution by exposing all traffic sources across multi-visit conversion paths.
