Advanced Insights with Adobe Analytics and DART
Going into Detail
It’s safe to say that at HEBS Digital, we know what we’re doing when it comes to hotel digital marketing. Our expertise is strengthened in part by the tools and applications we use—chiefly, Adobe Analytics and DoubleClick’s DART for Advertisers (DFA). Utilized by many of the major hotel brands, our Adobe Analytics and DFA Master Licenses allow our clients to enjoy the same state-of-the-art analytics as big brands at a fraction of the cost.
About Adobe Analytics
As one of the top two analytical vendors in the world, Adobe Analytics is used by brands such as Choice Hotels, Starwood (all brands), and Expedia. This service provides a third-generation platform with its Site Catalyst product and the industry-leading Search Center application.
At the forefront of the industry since 1996, DoubleClick is a digital marketing and technology services provider, utilized by the world’s top marketers, publishers, and agencies. Their expertise in ad serving, rich media, video, search, and affiliate marketing helps their clients make the most of the medium.
DoubleClick offers display advertising that enables platforms for both online media sites (publishers) and interactive and digital ad agencies (DART for advertisers). DFA has the following main functions:
- Hosting and serving banners to publishers
- Banner campaign management
- A/B testing
- Banner tracking
Our clients receive real-time data on their online marketing efforts through the combined use of DFA and Adobe Analytics. Using these tools, we put together a monthly report that tracks notable changes and provides actions steps for improvement in the following months.
Below are just a few of the reports that can be generated by these tools:
- Onsite conversions from website activity, SEM campaigns, strategic linking, email marketing, email/online sponsorships, display ads, offline/online conversion campaigns
- ROI of internet marketing campaigns
- Metrics such as unique visitors and visits, page views, time spent on the site, entry/exit pages, keyword analysis, and more
Adobe Analytics’ fees are based on the number of page views per month, plus a one-time set-up fee. DART fees are applied monthly based on usage and also have a one-time set-up fee. Consider it money well spent.