KENTUCKY DEPARTMENT OF TRAVEL AND TOURISM

Transcription

Website Design ● Interactive Marketing Agency
KENTUCKY
DEPARTMENT OF TRAVEL AND TOURISM
Performance Tracking and Analysis
January 2016
January 2016
TABLE OF CONTENTS
Summary ......................................................................................................................... 3-4
Action .............................................................................................................................. 5
Campaign History ............................................................................................................ 6
Trends ............................................................................................................................. 7
Key Metrics ...................................................................................................................... 8
Performance Indicators .................................................................................................... 9
Visitor’s Guide / Interactive Visitor’s Guide....................................................................... 10
Traffic .............................................................................................................................. 11
All Pages / Landing Pages / All Traffic ............................................................................. 12
Geo Location ................................................................................................................... 13
City Drilldown – Kentucky ................................................................................................ 14
City Drilldown – OH, IN, IL, TN, GA, TX, MI, FL ............................................................... 15
Sales Leads (Exit Clicks) to Partner Sites ........................................................................ 16
Social Network Referrals ................................................................................................. 17
Mobile Devices (Tablet/Mobile) ........................................................................................ 18-19
Leisure E-new Open Rates / Subscribers ........................................................................ 20
Articles ............................................................................................................................. 21
Demographic Reports ...................................................................................................... 22
International Visits ........................................................................................................... 23
Micro-Site: Outdoor Adventure......................................................................................... 24
Micro-Site: Civil War Battles in Kentucky ......................................................................... 25
Micro-Site: Culinary Kentucky .......................................................................................... 26
Drilldown: Lodging ........................................................................................................... 27
Drilldown: Outdoor Adventure .......................................................................................... 28
Drilldown: Business Detail Clicks ..................................................................................... 29
Drilldown: Event Detail Clicks .......................................................................................... 30
Drilldown: Home Page Promo Buttons ............................................................................. 31
YouTube Videos .............................................................................................................. 32-33
Page 2
January 2016
SUMMARY
All Traffic (Sessions)
Sessions to KentuckyTourism.com have increased compared to Jan-15 (8.7%) or approx. 17,000 sessions.
Organic traffic decreased by
Direct traffic increased by
PPC traffic increased by
Leisure Email traffic increased by
-4,518 sessions
9,362 sessions
12,813 sessions
487 sessions
Organic Search
Google has been making major changes to SERPs (search engine results pages) that will have an effect on
mobile traffic as well as the travel vertical.
Organic search results are being pushed below the fold and a new “destinations tab” is visible with two
options that present flight and hotel rates. The tab also includes a highly visible arrow with an option
to “view more destinations.”
Capture on left:
The organic links are
buried at the bottom
after the initial display
and any PPC
advertising.
Capture on right:
Once you click “More
destinations” you are
shown multiple KY
destinations.
Mobile/Tablet
Sessions to KentuckyTourism.com via a mobile/tablet device reached 114,314 this month or 54% of all
traffic.
Desktop traffic was greater than mobile phone this month, but research shows when potential visitors are
planning their stay or vacation, desktops are a more popular than mobile. Mobile increases when the visitor
has reached the destination.
Sales Leads (Exit Links) to Partner Website-Social Site
Sales leads to partner sites (in the form of clicks off site to a partner) reached 43,111 total leads this month,
down from 44,682 in Jan-15.
Desktop traffic accounted for 23,149 clicks; mobile phones accounted for 14,210 clicks and tablets 5,752.
In Jan-15: desktop drove 25,972 clicks; mobile 11,850 clicks and tablets 6,860.
Page 3
January 2016
Sales Leads to Event Detail Page
There were 13,318 clicks to event detail pages vs. 12,337 last January. Desktops drove 49% of clicks
followed by 39% on a phone and 12% on a tablet device.
Sales Leads to Business Detail Page
There were 86,533 clicks to business detail pages vs. 80,203 last January. Desktops drove 52% of clicks
followed by 34% on a phone and 14% on a tablet device.
“Big Fork Scenic Railway” had the most business detail clicks (1,799) followed by “Loretta Lynn’s Home
Place ‘Butcher Holler’” with 1,100 clicks.
Leisure E-newsletter
The Leisure E-newsletter drove 3,215 sessions to the site this month with 795 unique goal conversions,
including 442 VG requests, 28 Interactive Guide views and 146 clicks to partners.
MICRO SITES
Outdoor Adventure
2016 sessions: 30,339 / 2016 Year-to-Date sessions: 30,339
Civil War Battles in Kentucky
Dining / redesign launched Oct-2014
Lincoln
2015 sessions: 948 / 2015 Year-to-Date sessions: 948
Boone Trace / launched Jun-2014
Only One Kentucky / launched Oct-2014
Kentucky Artisan Center / launched June-2015
Sessions
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
2016
n/a
n/a
n/a
n/a
n/a
n/a
5,078
2,653
2,025
2,399
3,336
3,703
3,057
Landing Pages
Landing Page
Weekend
Famous
GG
Sessions
74
42
1
Pages/Session
2.0
4.0
4.0
Session Duration
00:01:12
00:02:19
00:02:14
Bounce%
60.8%
64.3%
0.0%
Page 4
January 2016
ARTICLES
Sessions to all articles are up 93% comparing Jan-16 to Jan-15 (8,122 vs. 4,217).
Google Analytics was able to determine the ages of 5,180 sessions to all Articles this month.
55-64
1,321
45-54
1,047
65+
834
35-44
814
25-34
727
18-24
437
Jan-2016 – Top 10 – Page Views by Device
Articles / Page Views
Arts and Wine Destinations
The National Parks 100th Birthday!
New Outlet Mall in Kentucky has it All
Scenic Byways Reveal Kentucky Insights
Top Crafts Festivals in Kentucky
Lake Cumberland Fun in Somerset & Pulaski County
Kentucky Wine Trails
General George Patton Museum - Fort Knox, Kentucky
Kentucky for Romantics
Good Eats in Kentucky’s Great River Road Region
Desktop
361
282
165
186
205
139
154
173
196
84
Mobile
201
108
186
149
110
153
95
70
48
109
Tablet
120
95
64
63
65
41
59
31
15
58
Article Sessions by State
State - Sessions
Kentucky
Ohio
Georgia
Indiana
Illinois
Tennessee
Michigan
Texas
Florida
California
Pennsylvania
New York
North Carolina
Missouri
Wisconsin
Virginia
West Virginia
District of Columbia
New Jersey
South Carolina
Alabama
Minnesota
Colorado
Massachusetts
Kansas
Iowa
Jan-2016
2,864
628
415
403
383
365
301
236
217
208
150
149
135
134
133
126
75
72
71
66
65
57
47
46
41
38
Jan-2015
1,524
281
125
241
176
183
140
111
92
114
111
82
84
60
80
72
27
9
34
21
39
37
33
36
18
26
State - Sessions
Maryland
Arizona
Louisiana
Mississippi
Washington
Arkansas
Oklahoma
Oregon
Nevada
Connecticut
New Hampshire
Not Set
New Mexico
Nebraska
Utah
Maine
Rhode Island
South Dakota
Delaware
Idaho
Montana
North Dakota
Vermont
Alaska
Hawaii
Wyoming
Jan-2016
38
34
33
33
31
23
21
21
18
17
16
16
13
11
10
9
7
7
5
5
4
4
3
2
2
1
Jan-2015
29
16
29
11
19
13
17
15
6
10
8
2
1
8
8
7
5
7
5
5
3
2
2
2
3
2
Page 5
January 2016
CAMPAIGN HISTORY

Sample the Seasons Sweepstakes ........................................ October 14 – November 18, 2015

2015 Fall Online Banner Campaign ...................................... September 14 – November 10, 2015

By Air, Land or Water Kentucky Adventure Sweepstakes. ..... May 6 – June 17, 2015

2015 Spring Online Banner Campaign ................................... March 2 – June 30, 2015

2014 Fall Online Banner Campaign ....................................... September 22 – November 2, 2014

2014 Spring Online Banner Campaign ................................... April 1 – June 30, 2014

Creatively Kentucky Story Contest ......................................... April 1 – May 9, 2014

Mark Kentucky on Your Calendar Campaign ......................... September 3 – October 1, 2013

2013 Fall Online Banner Campaign ....................................... September 3 – October 31, 2013

2013 Spring Online Banner Campaign ................................... April 1 – May 31, 2013

Find Your Own Kentucky Adventure Giveaway ...................... February 18 – March 29, 2013

2012 Fall Online Banner Campaign ....................................... September 1 – October 31, 2012

Create Your Own Road Trip Campaign .................................. April 2 – May 2, 2012

#OnlyOneKentucky Twitter Campaign ................................... October 19 – November 23, 2011

Scavenger Hunt Launch Campaign........................................ May 1 – July 20, 2010
Page 6
January 2016
TRENDS
Laptops more popular than mobile for travel research
Source: Biz Report / February 9, 2016
While mobile use appears to be dominating consumer behavior, new research from RhythmOne reveals that,
when it comes to travel research and purchasing, laptops are the most-used device.
RhythmOne's survey of more than 250 online adults found that more than a third (37.5%) plan to take a
vacation this winter, venturing more than 100 miles from home. But, how are they conducting their research
and purchase?
RhythmOne's findings reveal that brands need to consider current trends if they are to maximize results from
advertising. While mobile might be the device-du-jour, the survey revealed that most (53%) respondents use
laptops exclusively for vacation research. Forty-three percent use mobile in their travel planning and 27% use
a mix of both laptop and mobile.
Less than 1 in 5 (16%) use mobile exclusively for vacation planning. Those that do are most likely to research
specific destinations, read reviews and visit official websites.
RhythmOne's research also highlights the growing trend of mobile use while on vacation. Almost a third of
respondents say they use mobile more on vacation than they do at home. This echoes recent global research
from Expedia which found that 35% say they use their mobile device more while on vacation than at home.
"That means that whether they have planned ahead or are more "impromptu," you can take advantage of last
minute opportunities to grab their attention "on the go" while their barrier of resistance is likely to be lower,"
says RhythmOne in a recent blog post.
Page 7
January 2016
KEY METRICS
Note: 2014 Responsive Site launched mid-October-2014
KentuckyTourism.com
Sessions
Jan-16
210,956
Jan-15
194,108
% Change
8.7%
Year-to-Date
KentuckyTourism.com
250,000
200,000
210,956
194,108
176,805
163,498
150,000
100,000
50,000
0
Sessions
Jan-16
Users
Jan-15
DAILY TRAFFIC TRENDS
Leisure e-Newsletter sent Jan 14, 2016 with 13.68% open rate
Leisure e-Newsletter sent Jan 8, 2015 with 12.65% open rate
Page 8
January 2016
PERFORMANCE INDICATORS
CHANNEL
CHANNEL
Sessions
Bounce %
Avg.
Session
Goal
Conversion
Goal
Completion
Session 2015
Change %
145,111
27,974
24,630
8,095
3,215
1,822
59
44
6
37.67%
46.93%
50.32%
30.67%
53.31%
46.76%
62.71%
90.91%
50.00%
00:02:32
00:01:55
00:02:31
00:02:43
00:02:36
00:01:47
00:02:44
00:00:12
00:02:12
15.68%
11.58%
15.76%
17.12%
24.73%
12.79%
8.47%
0.00%
33.33%
22,757
3,238
3,882
1,386
795
233
5
0
2
149,629
18,612
11,817
10,137
2,728
1,084
13
87
1
-3.0%
50.3%
108.4%
-20.1%
17.9%
68.1%
353.8%
-49.4%
500.0%
Sessions
Bounce %
Avg.
Session
Goal
Conversion
Goal
Completion
13
3
0
0
1
57.14%
62.50%
66.67%
75.00%
100.00%
00:02:49
00:02:47
00:04:24
00:03:35
00:00:00
11.43%
12.50%
0.00%
0.00%
0.00%
4
1
0
0
0
Organic Search
Direct
Paid Search
Referral
Leisure Email
Social
(Other)
Display
Email
(Other) Top 5
Medium
facebook
MaddenMedia
Mbuy
CarbonTV
google.com
post_banner
banner_animated
banner_animated
pre_roll
desktop_display
CONVERSIONS
2016
Jan-2016
Feb-2016
Mar-2016
Apr-2016
May-2016
Jun-2016
Jul-2016
Aug-2016
Sep-2016
Oct-2016
Nov-2016
Dec-2016
2016
Jan-2016
Feb-2016
Mar-2016
Apr-2016
May-2016
Jun-2016
Jul-2016
Aug-2016
Sep-2016
Oct-2016
Nov-2016
Dec-2016
Exit Link-Total
Clicks
Exit LinkUnique Clicks
Visitor
Guide
Interactive
V-Guide
Adventure
Guide
Contract
Us
PDF View
E-news
43,111
26,224
3,833
486
102
140
1,355
153
Business DetailTotal Clicks
Business DetailUnique Clicks
Event DetailTotal Clicks
Event DetailUnique Clicks
86,533
57,906
13,318
9,831
Page 9
January 2016
VISITORS GUIDE / INTERACTIVE VISITOR GUIDE
Printed Visitors Guide
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
3,833
2015
3,297
3,231
3,396
2,940
2,600
2,525
2,477
2,368
1,764
1,297
1,127
1,105
2014
3,857
3,276
3,643
3,075
3,223
3,331
3,020
2,587
1,980
1,382
1,062
1,060
Visitor Guide Requests
5,000
4,000
3,000
2,000
1,000
0
Jan Feb Mar Apr May Jun
2014
Jul Aug Sep Oct Nov Dec
2015
2016
Clicks to Interactive Visitor Guide
Tracking began with Responsive Site
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
486
2015
733
959
1,314
945
887
1,292
1,180
1,161
1,038
716
490
505
2014
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
125
279
275
Clicks to Interactive Visitor Guide
1,400
1,200
1,000
800
600
400
200
0
2014
2015
2016
Goal: Apr-15 forward
Sessions to Interactive Visitor Guide
Reports from Miles – began Apr-2015
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
1,044
2015
n/a
n/a
n/a
1,048
934
1,397
1,280
1,172
1,122
705
488
464
2014
2,974
2,445
3,512
3,093
3,956
4,478
4,227
3,075
2,503
1,494
n/a
n/a
Sessions to Interactive Visitor Guide
5,000
4,000
3,000
2,000
1,000
0
2014
2015
2016
Page 10
January 2016
TRAFFIC
Traffic Reports
Jan-16
Dec-15
Nov-15
Oct-15
Sep-15
Aug-15
Jul-15
Jun-15
May-15
Apr-15
Mar-15
Feb-15
Jan-15
Sessions
210,956
179,534
229,129
365,304
356,949
333,806
411,276
473,342
443,495
320,103
279,264
185,706
194,108
Users
176,805
152,446
189,395
298,212
290,561
272,599
333,482
375,282
357,241
266,806
234,169
156,082
163,498
New Visitor
165,048
140,098
171,216
270,090
260,149
244,614
302,165
345,668
334,820
249,813
221,763
146,060
154,111
Return Visitor
45,908
39,436
57,913
95,214
96,800
89,192
109,111
127,674
108,675
70,290
57,501
39,646
39,997
Avg. Session
00:02:27
00:02:00
00:01:58
00:02:06
00:02:31
00:02:34
00:02:42
00:02:27
00:02:32
00:02:32
00:02:42
00:02:53
00:02:52
Page Views
571,275
430,832
542,265
898,750
957,092
900,204
1,174,946
1,257,481
1,210,253
877,051
1,057,771
841,382
572,786
Bounce Rate
40.44%
42.15%
41.30%
42.51%
35.69%
36.40%
35.53%
42.41%
42.32%
43.95%
29.35%
17.62%
39.59%
SESSIONS:
500,000
450,000
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2012 100,323 108,974 139,208 165,966 201,198 188,708 172,635 156,775 176,137 170,098 85,137 79,116
2013 130,370 144,368 203,784 219,284 275,149 256,443 251,325 207,622 276,715 245,173 122,445 109,777
2014 157,292 149,271 203,961 275,496 307,224 290,442 296,138 240,828 237,209 269,807 156,787 148,557
2015 194,108 185,706 279,264 320,103 443,495 473,342 411,276 333,806 356,949 365,304 229,129 179,534
2016 210,956
Page 11
January 2016
ALL PAGES / LANDING PAGES / ALL TRAFFIC
ALL PAGES
Total Page
Views
Avg. Time
on Page
Entrance
Bounce %
34,663
27,117
18,969
18,234
13,240
12,600
10,796
9,972
7,738
7,087
00:00:30
00:01:05
00:01:14
00:01:25
00:01:21
00:02:19
00:01:07
00:01:58
00:01:29
00:01:30
12,680
5,415
2,259
5,111
2,939
7,874
1,772
4,907
2,791
3,211
11.62%
38.15%
55.54%
46.14%
35.83%
64.98%
54.49%
38.65%
40.57%
48.65%
Home Page
Events
Attractions
Do
Cabins
Bourbon Country
Stay
Visitor Guide
Unique Lodging
Distilleries & Attractions
LANDING PAGES
Home Page
Bourbon Country
Other Maps
Events
Do
Visitor Guide
Distilleries & Attractions
Cabins
Unique Lodging
ATV Trails & OHV Parks
ALL TRAFFIC / Sessions
google / organic
(direct) / (none)
google / cpc
yahoo / organic
bing / organic
tracking.kytourism.com / referral
aol / organic
m.facebook.com / referral
kentucky.gov / referral
ask / organic
ALL TRAFFIC / Goal Completion
google / organic
google / cpc
(direct) / (none)
bing / organic
yahoo / organic
aol / organic
enews.kytourism.com / referral
Sessions
Bounce %
Avg. Session
Duration
12,680
7,874
5,454
5,415
5,111
4,907
3,211
2,939
2,791
2,472
11.62%
65.10%
69.49%
38.15%
46.16%
38.66%
48.71%
35.93%
40.63%
44.82%
5.42
2.08
1.74
4.5
3.55
3.16
2.81
4.04
3.76
3.15
Sessions
115,128
27,974
24,661
14,208
14,184
2,983
1,002
768
579
452
Sessions
115,128
24,661
27,974
14,184
14,208
2,983
1,002
200
579
768
Bounce %
Avg. Session
Duration
Goal
Goal
Conversion
Completion
39.24%
46.93%
50.37%
32.58%
30.97%
55.25%
25.65%
45.05%
31.78%
34.96%
00:02:23
00:01:55
00:02:31
00:02:57
00:03:13
00:02:21
00:02:46
00:01:25
00:04:48
00:02:33
14.91%
11.58%
15.74%
18.12%
19.00%
20.85%
22.95%
13.28%
29.53%
16.15%
17,169
3,238
3,882
2,575
2,695
622
230
102
171
73
Bounce %
Avg. Session
Duration
Goal
Goal
Conversion
Completion
39.24%
50.37%
46.93%
30.97%
32.58%
55.25%
25.65%
30.00%
31.78%
45.05%
00:02:23
00:02:31
00:01:55
00:03:13
00:02:57
00:02:21
00:02:46
00:04:47
00:04:48
00:01:25
14.91%
15.74%
11.58%
19.00%
18.12%
20.85%
22.95%
86.00%
29.53%
13.28%
17,169
3,882
3,238
2,695
2,575
622
230
172
171
102
Page 12
January 2016
GEO LOCATION
State - Sessions
Kentucky
Ohio
Georgia
Indiana
Tennessee
Illinois
Michigan
Texas
Florida
California
Pennsylvania
New York
North Carolina
Missouri
Wisconsin
Virginia
District of Columbia
Alabama
New Jersey
South Carolina
Minnesota
West Virginia
Massachusetts
Maryland
Iowa
Washington
Jan 2016
Region
Kentucky
Ohio
Georgia
Indiana
Tennessee
Illinois
Michigan
Texas
Florida
California
Jan-16
63,648
17,434
11,045
10,691
10,564
10,466
9,105
6,965
6,347
5,975
4,268
4,226
4,226
3,633
3,417
2,773
2,045
1,858
1,791
1,786
1,631
1,568
1,232
1,129
1,128
1,119
Sessions
63,648
17,434
11,045
10,691
10,564
10,466
9,105
6,965
6,347
5,975
Jan-15
65,227
14,383
5,773
9,934
9,044
10,104
7,177
5,053
5,617
5,990
4,268
3,749
3,472
3,530
3,152
3,319
733
2,067
1,897
1,068
1,761
1,552
1,151
1,261
1,072
934
% Sessions
31.55%
8.64%
5.47%
5.30%
5.24%
5.19%
4.51%
3.45%
3.15%
2.96%
State - Sessions
Kansas
Colorado
Louisiana
Arizona
Mississippi
Arkansas
Oklahoma
Connecticut
Not Set
Nebraska
Oregon
Utah
Nevada
New Hampshire
Maine
New Mexico
South Dakota
Delaware
Idaho
Rhode Island
Montana
Hawaii
Vermont
North Dakota
Alaska
Wyoming
Jan 2015
Region
Kentucky
Ohio
Illinois
Indiana
Tennessee
Michigan
California
Georgia
Florida
Texas
Jan-16
1,089
1,067
969
899
865
753
716
640
577
538
517
369
367
289
267
243
229
215
188
165
162
135
133
112
108
81
Sessions
65,227
14,383
10,104
9,934
9,044
7,177
5,990
5,773
5,617
5,053
Jan-15
733
1,557
940
827
683
693
863
597
717
511
607
395
313
231
243
205
179
216
159
226
171
119
124
116
90
71
% Sessions
35.28%
7.78%
5.47%
5.37%
4.89%
3.88%
3.24%
3.12%
3.04%
2.73%
Page 13
January 2016
CITY DRILLDOWN – KENTUCKY
CITY
Sessions Jan-2016
TOTAL
Louisville
Lexington
Glasgow
Elizabethtown
Frankfort
Bowling Green
Owensboro
London
Richmond
Florence
Georgetown
Nicholasville
Paducah
Covington
Bardstown
Winchester
Hopkinsville
Madisonville
Not Set
Pikeville
Somerset
Independence
Shelbyville
Ashland
TOP U.S METRO Driving Traffic
Lexington KY
Louisville KY
(not set)
Cincinnati OH
Nashville TN
Atlanta GA
Chicago IL
Bowling Green KY
Indianapolis IN
Detroit MI
63,648
10,191
7,053
4,628
3,022
2,413
2,296
1,979
1,685
1,297
1,201
1,095
1,085
897
803
786
781
658
643
624
592
592
569
534
527
CITY
Sessions Jan-2015
TOTAL
Louisville
Lexington
Bowling Green
Elizabethtown
Frankfort
Owensboro
London
Florence
Richmond
Georgetown
Glasgow
Nicholasville
Madisonville
Pikeville
Ashland
Bardstown
Paducah
Covington
Somerset
Morehead
Winchester
Hopkinsville
Danville
Shelbyville
Jan-2016
21,868
18,885
17,839
9,609
8,697
7,871
7,659
7,333
5,071
4,777
65,227
14,356
8,008
6,152
2,877
2,619
1,827
1,663
1,604
1,366
1,167
1,037
919
856
801
780
773
769
756
695
620
620
597
516
513
Jan-2015
22,073
22,184
12,632
7,895
6,858
4,489
7,547
7,386
4,730
3,476
Var.
-0.9%
-1.2%
41.2%
21.7%
26.8%
75.3%
1.5%
-0.7%
7.2%
37.4%
Page 14
January 2016
CITY DRILLDOWN – OH, IN, IL, TN, GA, TX, MI, FL
OHIO
TOTAL
Cincinnati
Columbus
Cleveland
Mason
Hamilton
Beckett Ridge
Dayton
Toledo
Loveland
ILLINOIS
TOTAL
Chicago
Marion
(not set)
Bloomington
Peoria
Springfield
Naperville
Rockford
Edwardsville
GEORGIA
TOTAL
Atlanta
(not set)
College Park
Marietta
Sandy Springs
Roswell
Johns Creek
Woodstock
Cumming
MICHIGAN
TOTAL
Detroit
Grand Rapids
Southfield
Ann Arbor
Troy
Sterling Heights
(not set)
Madison Heights
Canton
Jan-2016
17,434
3,142
2,297
270
234
227
204
200
185
174
Jan-2015
14,383
1847
2449
166
245
109
254
197
194
133
INDIANA
Jan-2016
10,466
3,666
211
163
158
137
119
115
111
92
Jan-2015
10,104
4095
78
79
163
142
146
125
100
107
TENNESSEE
Jan-2016
11,045
5,287
1,360
455
270
252
115
105
95
94
Jan-2015
5,773
2836
12
20
75
195
32
83
35
62
TEXAS
Jan-2016
9,105
1,493
474
267
244
238
224
201
190
161
Jan-2015
7,177
152
263
140
1167
133
69
16
16
63
FLORIDA
TOTAL
Indianapolis
Evansville
New Albany
Fort Wayne
Jeffersonville
Bloomington
Richmond
Elkhart
(not set)
TOTAL
Nashville
Clarksville
Memphis
Knoxville
Murfreesboro
Franklin
Chattanooga
Hendersonville
(not set)
TOTAL
Houston
Dallas
Austin
Plano
San Antonio
Fort Worth
Richardson
Amarillo
Arlington
TOTAL
Miami
Jacksonville
Orlando
Florida City
Tampa
Coral Terrace
Egypt Lake-Leto
Cape Coral
Tallahassee
Jan-2016
10,691
2,527
621
354
350
319
226
218
207
179
Jan-2015
9,934
2592
836
462
319
374
192
114
228
26
Jan-2016
10,564
3,069
1,403
664
450
305
226
194
159
150
Jan-2015
9,044
2994
577
1373
375
201
203
170
130
27
Jan-2016
6,965
1,843
908
834
499
217
174
91
86
76
Jan-2015
5,053
1396
740
277
118
188
128
60
32
71
Jan-2016
6,347
1,065
301
287
156
130
122
121
103
89
Jan-2015
5,617
58
207
291
0
317
2
4
92
81
Page 15
January 2016
SALES LEADS (Exit Link Clicks) TO PARTNER WEBSITE/SOCIAL
Top 10 Sales Leads Monthly - 2016
Total
Events
Top 10 Sales Leads Monthly - 2015
Big South Fork Scenic Railway
Green Turtle Bay Resort and Marina
Lost River Cave
Evan Williams Bourbon Experience
Moors Resort and Marina
Haunted Places
Castlepost
Mammoth Cave National Park
Louisville MEGA Cavern & MEGA Zips
Blue Grass Horse Farm Tours
1,140
698
442
373
359
350
304
296
288
247
Black Mountain Cabins
Howard Johnson
Tree Top Round House
Haunted Places
Cabins of Birch Hollow Resort
Holmes Bend Marina-Resort
Breaks Interstate Park
Snug Hollow Farm Bed and Breakfast
Total Sales Leads per Month
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
2015
2014
43,111
44,682
43,197
62,368
66,848
94,277
105,245
104,503
75,282
71,054
65,673
32,100
31,290
31,558
33,288
47,397
44,720
60,983
73,210
73,650
48,892
51,016
50,051
28,247
27,495
Total
Events
473
407
392
392
382
352
350
331
303
287
120,000
100,000
80,000
60,000
40,000
20,000
0
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2012 25,247
Jan
26,834
34,915
35,607
48,787
45,713
48,262
40,005
32,920
29,029
15,617
14,474
2013 29,298
31,972
38,523
27,321
48,023
59,595
59,237
43,742
41,867
41,465
18,548
17,174
2014 31,558
33,288
47,397
44,720
60,983
73,210
73,650
48,892
51,016
50,051
28,247
27,495
2015 44,682
43,197
62,368
66,848
94,277 105,245 104,503 75,282
71,054
65,673
32,100
31,290
2016 43,111
Top 10 Sales Leads – YDT-2016
Green Turtle Bay Resort and Marina
Lost River Cave
Evan Williams Bourbon Experience
Moors Resort and Marina
Haunted Places
Castlepost
Louisville MEGA Cavern & MEGA Zips
Total Events
1,140
698
442
373
359
350
304
296
288
Page 16
January 2016
SOCIAL NETWORKING REFERRALS
Social Networking Referrals
MONTH
Jan-16
Dec-15
Nov-15
Oct-15
Sep-15
Aug-15
Jul-15
Jun-15
May-15
Apr-15
Mar-15
Feb-15
Jan-15
Facebook
1,317
Pinterest
376
Trip Advisor
46
Twitter
60
3,127
1,231
4,180
1,912
1,139
6,268
5,298
6,516
948
735
841
824
444
299
217
319
257
291
292
311
355
207
158
150
53
35
45
74
64
77
50
57
65
42
42
43
83
93
126
31
67
21
19
82
55
14
14
24
Facebook
1,400
1,317
1,200
1,000
824
800
600
400
200
0
2016
2015
May-Jun-15: Air-Land-Water sweeps FB referrals / FB referrals to Events
July-15: Article Lake Cumberland, Dining Trips
Facebook Drilldown
Facebook / Top 5 / Shared URL
Home Page
Visitor Guide
Article – Good Eats in Kentucky’s Great River Road Region
Kentucky Century Challenge
Article – New Year’s Resolutions in Kentucky
Sessions
277
142
114
69
66
2016 vs. 2015 To-Date: All Social Referrals
May & June-15 / Air-Land-Water Sweeps
July-15 / Social traffic to promoted article
Oct-15 / Sample the Seasons Sweeps
Page 17
January 2016
MOBILE/TABLET
Sessions Referred per Month
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
114,314
2015
96,176
90,968
148,592
170,953
254,459
291,971
249,873
195,842
212,729
212,004
126,536
105,244
Sessions-Tablet/Mobile - Year-to-Date
2014
51,442
44,999
64,662
101,088
102,634
104,748
114,323
95,030
85,782
113,330
78,409
77,707
140,000
96,176
100,000
80,000
51,442
60,000
40,000
20,000
0
Jan-16
Sessions Referred per Month per Operating System
Jan
Feb
Mar
Apr
May
2016
iOS
Android
114,314
120,000
Jun
Jul
Jan-15
Aug
Sep
Oct
Jan-14
Nov
Dec
64,568
45,799
Conversions
Conversions
DESKTOP
MOBILE
TABLET
Exit Link –
Exit Link –
Total Clicks
Unique Clicks
Vacation
Guide
Interactive
V-Guide
Adventure
Guide
Contact
Us
PDF View
Unique
E-news
23,149
14,210
5,752
12,6220
10,185
3,419
2,374
871
588
247
111
128
69
31
2
125
6
9
778
450
127
89
31
33
Percentage of Traffic from Mobile/Tablet
Mobile/Tablet
2016
2015
2014
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
50%
49%
53%
53%
57%
62%
61%
59%
60%
58%
55%
59%
33%
30%
32%
37%
33%
36%
39%
39%
36%
42%
50%
52%
54%
Page 18
January 2016
MOBILE/TABLET
All Mobile – Top Pages
Total P/Views
Entrance
Bounce %
14,470
11,188
10,950
9,045
7,254
6,325
5,929
4,859
4,236
3,513
5,133
3,173
2,879
1,227
5,340
1,100
1,711
2,323
1,764
2,918
14.14%
52.61%
43.80%
59.25%
69.74%
56.45%
39.35%
47.18%
43.95%
68.20%
Home Page
Do
Events
Attractions
Bourbon Country
Stay
Cabins
Visitor Guide
Unique Lodging
Other Maps
All Mobile – Top Referrers
Sessions
google / organic
(direct) / (none)
google / cpc
yahoo / organic
bing / organic
pinterest.com / referral
511.ky.gov / referral
Desktop vs. Mobile vs. Tablet
2016
Desktop
Mobile
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
96,642
84,425
64,414
21,527
13,086
6,391
3,519
1,369
768
280
180
166
Tablet
29,889
Bounce %
Avg. Session
Duration
Goal
Goal
Conversion
Completion
42.33%
43.02%
56.64%
37.41%
35.69%
62.24%
45.05%
61.79%
39.44%
14.46%
00:02:00
00:01:53
00:01:59
00:02:14
00:02:48
00:02:00
00:01:25
00:01:16
00:04:14
00:00:29
14.25%
12.79%
12.14%
15.55%
17.85%
14.68%
13.28%
6.07%
26.11%
0.00%
9,180
2,754
1,589
994
628
201
102
17
47
0
Desktop vs. Mobile vs. Tablet Sessions - 2016
250,000
200,000
150,000
100,000
50,000
0
Desktop
Desktop
97,932
94,738
130,672
149,150
189,036
181,371
161,403
137,964
144,220
153,300
102,593
74,290
Mobile
67,382
64,745
106,793
126,099
190,966
222,045
194,091
150,247
165,166
157,813
96,901
82,735
Tablet
28,794
26,223
41,799
44,854
63,493
69,926
55,782
45,595
47,563
54,191
29,635
22,509
Mobile
Tablet
Desktop vs. Mobile vs. Tablet Sessions - 2015
250,000
200,000
150,000
100,000
50,000
0
Desktop
Mobile
Tablet
Mobile eclipsed Desktop
Page 19
January 2016
E-NEWS OPEN RATES – Leisure
January 14, 2016 – Leisure / Here's your January travel e-newsletter
Sent
Delivered
Total Opens
Open Rate
Unique Opens
Unique Open %
Total Click-through
227,196
226,274
30,958
13.68%
19,606
8.66%
4,828
SUBSCRIBERS – Leisure Sent
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
2015
2014
227,196
195,910
195,842
196,611
204,834
204,851
204,644
203,829
214,421
214,501
212,546
215,421
227,056
183,550
201,472
203,674
204,011
201,838
203,978
203,674
205,020
190,764
194,344
195,142
195,700
2015
12.65%
12.21%
13.44%
12.13%
13.03%
13.41%
13.75%
13.08%
14.42%
13.84%
12.95%
11.99%
2014
12.86%
12.52%
13.51%
11.95%
9.68%
11.95%
10.64%
9.02%
14.25%
12.03%
11.41%
12.43%
Leisure E-news Subscribers
250,000
200,000
150,000
100,000
50,000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013
List culled Sep-2014
2014
2016
OPEN RATES
2016
13.68%
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Monthly Opens by Device
14,000
12,645
12,000
10,000
8,731
8,000
6,000
4,847
4,732
Tablet
Unknown
4,000
2,000
0
Computer
Phones
Monthly Signup / Opt-Ins
12,000
11,244
11,000
9,929
10,000
9,000
8,000
7,000
6,000
4,479
5,000
4,000
2,922
3,000
2,000
1,000
958
1,676
1,075
2,448
1,936
1,676
131
102
88
0
Jan
Feb
Mar
Apr
May
2016
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Page 20
January 2016
ARTICLES
TOP 10 ARTICLES – Page Views
P/Views
682
485
415
398
380
333
308
274
259
251
Avg. Time
Entrance
On Page
00:01:16
00:03:06
00:02:12
00:03:39
00:04:57
00:03:30
00:03:39
00:02:37
00:01:32
00:02:12
555
323
283
300
321
174
177
211
5
145
/articles/
TOP 10 ARTICLES – Year-to-Date
P/Views
682
485
415
398
380
333
308
274
259
251
Avg. Time
Entrance
On Page
00:01:16
00:03:06
00:02:12
00:03:39
00:04:57
00:03:30
00:03:39
00:02:37
00:01:32
00:02:12
Articles / Sessions
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
8,122
2015
4,217
4,110
6,189
6,491
7,717
8,450
15,253
8,976
10,272
8,811
6,446
8,496
2014
6,510
6,176
9,673
9,113
11,413
13,572
16,830
22,787
12,941
9,259
3,969
3,629
2013
647
667
1,102
1,378
4,679
5,842
6,582
6,602
8,791
11,175
4,451
3,647
Sessions All Articles
25,000
20,000
15,000
10,000
5,000
0
2013
2014
2015
2016
Segment: Articles ALL
Page 21
555
323
283
300
321
174
177
211
5
145
January 2016
DEMOGRAPHICS REPORTS UNDER AUDIENCE
In January, Google Analytics was able to determine gender of 138,450 sessions (or 66% of all traffic).
Gender
Sessions
TOTAL
female
male
138,450
75,895
62,555
Bounce %
38.84%
37.36%
40.64%
Avg.
Session
00:02:30
00:02:38
00:02:20
Conversion
Rate
Unique
Conversion
16.14%
17.03%
15.07%
22,352
12,925
9,427
In January, Google Analytics was able to determine ages of 127,214 sessions (or 60% of all traffic).
Age
Sessions
TOTAL
55-64
45-54
25-34
35-44
65+
18-24
127,214
25,334
24,272
23,607
23,469
15,472
15,060
Bounce %
38.44%
35.85%
37.38%
41.02%
38.84%
35.60%
42.75%
Avg.
Session
00:02:29
00:02:41
00:02:30
00:02:20
00:02:30
00:02:37
00:02:12
Conversion
Rate
Unique
Conversion
16.50%
17.55%
17.23%
14.93%
17.35%
17.81%
13.32%
20,987
4,446
4,182
3,524
4,073
2,756
2,006
Top Landing Pages with Drilldown by Age
Home Page – 12,680 entry sessions (7,115 sessions identified by age)
18-24
769
25-34
1,191
35-44
1,313
45-54
1,376
55-64
1,497
65+
989
Bourbon Country – 7,874 entry sessions (5,306 sessions identified by age)
18-24
538
25-34
1,324
35-44
952
45-54
1,020
55-64
937
65+
535
Other Maps – 5,454 entry sessions (3,551 sessions identified by age)
18-24
185
25-34
320
35-44
430
45-54
713
55-64
1,091
65+
812
55-64
615
65+
266
55-64
399
65+
156
Events –5,415 entry sessions (3,341 sessions identified by age)
18-24
461
25-34
733
35-44
609
45-54
657
Do – 5,111 entry sessions (2,989 sessions identified by age)
18-24
605
25-34
698
35-44
676
45-54
455
Page 22
January 2016
INTERNATIONAL VISITS
Conversions
All International
 Canada
 UK
 Japan
 Australia
Total Int’l.
9,193
6,694
8,551
9,842
11,089
9,344
9,816
11,192
11,381
11,769
10,850
8,446
9,234
Month
Jan-16
Dec-15
Nov-15
Oct-15
Sep-15
Aug-15
Jul-15
Jun-15
May-15
Apr-15
Mar-15
Feb-15
Jan-15
Exit Link –
Total Clicks
Exit Link –
Unique Clicks
Vacation
Guide
Interactive
V-Guide
Adventure
Guide
Contact
Us
PDF View
Unique
E-news
1,006
431
145
5
52
539
209
100
5
32
106
77
6
0
0
96
21
23
1
13
3
0
2
0
0
14
3
2
0
0
48
5
10
1
6
11
0
1
0
2
Canada
2,131
1,483
2,041
2,087
1,942
2,633
2,642
2,760
2,759
2,667
3,463
2,368
2,517
UK
1,425
769
1,051
1,260
1,365
1,194
1,100
1,203
1,372
1,101
1,243
1,265
1,307
Germany
411
307
354
435
404
413
451
505
536
495
423
474
610
France
261
177
196
230
200
194
215
268
460
535
240
250
207
Japan
188
201
200
238
241
208
230
244
210
212
221
204
214
Australia
533
421
430
396
455
521
473
550
573
490
453
432
466
China
46
18
51
85
29
32
42
44
45
34
65
25
19
International Sessions
13,000
12,000
11,000
10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2012
5,669
6,065
6,105
7,045
6,619
6,166
5,977
5,497
5,390
6,373
5,454
5,163
2013
8,152
8,084
9,186
7,224
7,825
7,211
7,017
6,638
7,061
6,877
6,197
5,870
2014
8,684
7,457
9,221
8,862
8,332
7,591
8,081
8,013
8,298
8,233
7,738
6,942
2015
9,234
8,446
10,850
11,769
11,381
11,192
9,816
9,344
11,089
9,842
8,551
6,694
2016
9,193
Top 5 International Referrers
google / organic
(direct) / (none)
google / cpc
bing / organic
yahoo / organic
Sessions
5,144
1,328
1,141
358
270
Bounce %
Avg. Session
Duration
Conversion
Rate
Unique
Conversion
47.16%
47.89%
50.74%
34.92%
37.04%
00:02:18
00:01:59
00:02:18
00:03:26
00:02:43
7.97%
4.37%
13.67%
9.50%
13.70%
410
58
156
34
37
Page 23
January 2016
MICRO-SITE: OUTDOOR-ADVENTURE
Traffic Reports
Sessions
Jan-16
Jan-15
Avg. Session
Duration
Overall
Bounce Rate
00:03:16
00:03:56
51.02%
45.29%
30,339
28,852
Visits to Adventure Tourism Section / New section launched in September 2012
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
2012 11,387 12,367 22,271 31,824 38,282 31,151 28,511 26,746 11,296 13,792 9,746
Dec
7,698
2013 14,218 14,024 20,300 22,551 26,994 31,320 34,381 28,384 24,459 24,297 14,330 13,400
2014 22,453 21,392 32,301 36,596 43,652 44,945 46,526 34,761 31,475 30,765 21,155 20,252
2015 28,852 26,629 40,982 47,942 65,106 66,128 65,801 54,593 46,905 44,460 28,052 24,123
2016 30,339
PAGES (total page views)
ATV-OHV
Hiking
Caving
Camping & RB
Horseback Riding
Paddling
Fishing
Outdoor Home Page
Trail Towns
Zipline Vacation
Jan-2016
Jan-2015
Change
6,608
5,220
3,154
2,544
2,454
1,874
1,797
1,687
1,392
1,188
7,100
6,031
2,998
1,834
2,925
2,062
2,290
5,244
1,836
1,721
-6.9%
-13.5%
5.2%
38.7%
-16.1%
-9.1%
-21.5%
-67.8%
-24.2%
-31.0%
/outdoor-adventure/
Organic search down -12% or 2,321 sessions
Paid search (PPC) down -36% or 1,733 sessions
Device
Desktop
Mobile
Tablet
Jan-2016
14,355
11,977
4,007
Jan-2015
14,928
10,103
3,821
Var. %
-3.8%
18.5%
4.9%
AdventureBlog.KentuckyTourism.com: Sessions
Sessions
Jan
2016
2015
% of Change
352
3
n/a
Note: Traffic for Adventure Blog began tracking again on Feb 23, 2015
Page 24
January 2016
MICRO-SITE: CIVIL WAR BATTLES IN KENTUCKY
Traffic Reports
Jan-16
Jan-15
Sessions
Avg. Session
Duration
Overall
Bounce Rate
1,947
1,746
00:05:56
00:06:08
31.54%
31.79%
SESSIONS
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
1,947
2015
1,746
1,880
2,531
3,295
3,783
4,170
3,849
3,092
3,134
2,650
1,502
1,344
2014
1,195
1,186
1,794
2,307
2,328
2,396
3,263
2,598
2,183
2,178
1,380
1,175
2013
1,201
1,164
1,506
1,878
2,017
2,051
2,119
1,761
1,818
1,819
1,071
947
PAGES (total page views)
Heritage Sites
Civil War Home Page
Events
About the Trail
Trip Planner
Heritage Guide
Camp Wildcat Civil War Battlefield
Perryville Battlefield state Historic Site
Battle of Perryville Commemoration
Battle for the Bridge Historic Preserve
VISITS - KY Civil War
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Jan
Feb
2012
Mar
Apr
May
2013
Jun
Jul
Aug
2014
Sessions
Entrance
Bounce %
3,367
909
413
307
103
98
80
64
61
55
783
207
140
6
1
9
25
1
3
3
32.44%
38.16%
51.43%
16.67%
100.00%
25.00%
56.00%
100.00%
100.00%
0.00%
Sep
2015
Oct
Nov
Dec
2016
/Kentucky_civil_war/
Organic search up 4% or 1,532 sessions vs. 1,471
Social up 233% or 30 sessions vs. 9
Page 25
January 2016
MICRO-SITE: CULINARY KENTUCKY
New Micro Site launched 2015
Traffic Reports
Sessions
Jan-2016
Avg. Session
Duration
Overall
Bounce Rate
00:05:48
26.82%
5,924
Sessions: Culinary Kentucky
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
2013
1,587
1,670
2,042
2,376
2,631
2,399
2,407
1,981
1,836
1,885
1,148
Dec
851
2014
1,334
1,270
1,803
2,010
2,395
2,165
2,152
1,597
1,923
3,990
2,918
3,241
2015
3,764
3,421
4,738
5,547
5,967
5,620
7,511
6,440
6,709
6,871
6,251
6,291
2016
5,924
Conversions Jan 2016
CHANNEL
Organic Search
Paid Search
Direct
Referral
Social
Leisure Email
(Other)
Jan-2016
3,618
1,130
662
225
201
86
2
Jan-2015
2,380
535
396
210
206
43
1
Var. %
Conv. Rate
Conv. Completion
52.0%
111.2%
67.2%
7.1%
-2.4%
100.0%
100.0%
15.45%
14.87%
9.37%
20.89%
2.49%
45.35%
0.00%
559
168
62
47
5
39
0
Google Analytics was able to determine ages of 3,705 Culinary sessions.
Age
Sessions
TOTAL
55-64
45-54
25-34
35-44
65+
18-24
Device
Desktop
Mobile
Tablet
Jan-2016
2,604
1,985
1,335
Bounce %
3,705
843
726
677
613
547
299
Jan-2015
1,880
873
1,018
Avg.
Session
27.77%
25.98%
25.90%
34.42%
27.57%
25.41%
27.09%
6.16
6.35
6.8
5.45
5.75
6.81
5.36
Conversion
Rate
Unique
Conversion
0:05:28
0:05:40
0:05:51
0:04:43
0:04:44
0:06:08
0:05:56
14.74%
17.79%
16.53%
11.67%
12.89%
15.54%
11.04%
Var. %
38.5%
127.4%
31.1%
Page 26
January 2016
DRILLDOWN – LODGING
/places_to_stay/
Sessions – Lodging Section Landing Pages
2016
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
B&B
1,152
Cabins
4,961
Camgrounds
2,163
Hotel-Motel
926
Houseboats
2,346
Resorts
2,011
RV
1,125
Unqiue
3,467
1,178
6,041
2,539
1,029
2,577
2,139
1,229
4,802
2015
Jan
2016 SESSIONS – Lodging Section Landing Pages
10,000
8,000
6,000
4,000
2,000
0
Jan
B&B
Feb
Mar
Cabins
Apr
May
Campgrounds
Jun
Jul
Hotel-Motel
Aug
Houseboats
Sep
Oct
Resorts
Nov
RV
Dec
Unique
2015 SESSIONS – Lodging Section Landing Pages
10,000
8,000
6,000
4,000
2,000
0
Jan
B&B
Feb
Cabins
Mar
Apr
Campgrounds
May
Jun
Hotel-Motel
Jul
Aug
Houseboats
Sep
Resorts
Oct
Nov
RV
Dec
Unique
Page 27
January 2016
DRILLDOWN – ADVENTURE TOURISM
/outdoor-adventure/
Sessions – Adventure Tourism Sections / does not include detail pages
2016
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Trail Blazing
Adventures in Altitude
7,775
Water Adventures
3,868
Wildlife
2,465
1,372
In DO Navigation
drop-down,
Make the Adventure
button clickable to
Adventure Landing Page
2015
Jan
7,752
4,187
2,526
1,936
2016 SESSIONS – Adventure Tourism Sections
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Jan
Feb
Mar
Apr
May
Trail Blazing
Jun
Altitude
Jul
Aug
Water
Sep
Oct
Nov
Dec
Oct
Nov
Dec
Wildlife
2015 SESSIONS – Adventure Tourism Sections
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Jan
Feb
Mar
Apr
Trail Blazing
May
Jun
Altitude
Jul
Water
Aug
Sep
Wildlife
Page 28
January 2016
DRILLDOWN – BUSINESS DETAIL
Business Detail Page – Click
Total Click
/big-south-fork-scenic-railway/2248/
/loretta-lynns-homeplace-butcher-holler/1340/
/hatfield--mccoy-family-feud-driving-tour/10253/
/red-river-gorge/5890/
/state-line-bingo/12250/
/green-turtle-bay-resort-and-marina/1063/
/newport-aquarium/2082/
/shaker-village-of-pleasant-hill/1704/
/rosine-barn-jamboree/2344/
/lost-river-cave/2203/
1,799
1,100
995
825
781
737
662
542
512
501
Business Detail Page
– Total Clicks (Events)
Month
2016
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
86,533
2015
80,203
77,547
111,965
121,834
165,322
189,821
193,045
141,022
121,565
115,883
67,466
61,302
2014
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
55,855
52,911
TOP 10 – 2016 YTD – Business Detail Page – Click
/big-south-fork-scenic-railway/2248/
/loretta-lynns-homeplace-butcher-holler/1340/
/hatfield--mccoy-family-feud-driving-tour/10253/
/red-river-gorge/5890/
/state-line-bingo/12250/
/green-turtle-bay-resort-and-marina/1063/
/newport-aquarium/2082/
/shaker-village-of-pleasant-hill/1704/
/rosine-barn-jamboree/2344/
/lost-river-cave/2203/
Business Detail - Clicks
250,000
200,000
150,000
100,000
50,000
0
2014
2015
2016
Total Click
1,799
1,100
995
825
781
737
662
542
512
501
Page 29
January 2016
DRILLDOWN – EVENT DETAIL
Event Detail Page – Click
Total Clicks
/events/details/mainstrasse-village-mardi-gras-celebration/20633/
/events/details/buffalo-night/18548/
/events/details/eagle-weekend/25352/
/events/details/kentucky-bourbon-festival/19177/
/events/details/trail-of-tears-intertribal-pow-wow/18158/
/outdoor-adventure/events/details/knott-county-spring-trail-ride/21382/
/events/details/white-christmas--the-exhibit/76089/
/events/details/hillbilly-days/42906/
/events/details/usa-bmx-bluegrass-nationals/20560/
/events/details/26th-annual-world-chicken-festival/19904/
490
169
157
149
146
145
141
131
131
117
Event Detail Page
– Total Clicks (Events)
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
13,318
2015
12,337
12,461
16,753
21,760
43,305
45,727
57,736
50,909
84,024
57,019
25,765
27,615
2014
n/a
n/a 100,000
n/a
80,000
n/a
n/a
60,000
n/a
40,000
n/a
n/a
20,000
n/a
0
n/a
16,722
15,816
Event Detail - Clicks
2014
TOP 10 – 2016 YTD – Event Detail Page – Click
/events/details/mainstrasse-village-mardi-gras-celebration/20633/
/events/details/buffalo-night/18548/
/events/details/eagle-weekend/25352/
/events/details/kentucky-bourbon-festival/19177/
/events/details/trail-of-tears-intertribal-pow-wow/18158/
/outdoor-adventure/events/details/knott-county-spring-trail-ride/21382/
/events/details/white-christmas--the-exhibit/76089/
/events/details/hillbilly-days/42906/
/events/details/usa-bmx-bluegrass-nationals/20560/
/events/details/26th-annual-world-chicken-festival/19904/
2015
2016
Total Click
490
169
157
149
146
145
141
131
131
117
Page 30
January 2016
DRILLDOWN – HOME PAGE PROMO BUTTONS - Clicks
Main Page Promo – Click (Top 5)
The Official Kentucky 2016 Visitor's Guide
Birthplace of Lincoln
Kentucky's Regions - the Gateway to Adventure
Total Clicks
1,356
142
105
Promo Buttons
– Total Clicks
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
1,603
2015
1,446
1,201
3,038
1,336
1,139
2,130
1,429
1,056
1,566
1,374
710
376
2014
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
622
541
Promo Buttons - Total Clicks
3,500
3,000
2,500
2,000
1,500
1,000
500
0
2014
2015
2016
Mar-15 & Jun-15 – VG
2016 YTD – Main Page Promo – Click
The Official Kentucky 2016 Visitor's Guide
Birthplace of Lincoln
Kentucky's Regions - the Gateway to Adventure
Total Clicks
1,356
142
105
Page 31
January 2016
YOUTUBE: KENTUCKYTOURISM.COM
TOP VIDEOS
Kentucky Tourism - Kentucky Vacations - Visit Kentucky
Lake Cumberland, KY - Houseboat Capital of the World
The Civil War in Kentucky
McCreary County
Lexington, KY
Kentucky Bourbon - Bourbon Country - Visit Kentucky
Kentucky Horses - Kentucky Horse Farms - Visit Kentucky
Somerset Kentucky
Bowling Green Family Fun
Kentucky Tourism 2015
DEVICE TYPE
Computer
Mobile phone
Tablet
TV
Game console
Unknown
Views
Views
Watch Time (min)
429 (18%)
263 (11%)
246 (10%)
168 (7.1%)
111 (4.7%)
88 (3.7%)
75 (3.2%)
63 (2.6%)
55 (2.3%)
52 (2.2%)
802 (19%)
471 (11%)
1,050 (25%)
310 (7.2%)
76 (1.8%)
38 (0.9%)
54 (1.3%)
84 (2.0%)
106 (2.5%)
23 (0.5%)
Watch Time (min)
1,246 (52%)
577 (24%)
342 (14%)
159 (6.7%)
52 (2.2%)
3 (0.1%)
2,021 (47%)
1,105 (26%)
629 (15%)
390 (9.1%)
127 (3.0%)
3 (0.1%)
LIFETIME STATS (http://www.youtube.com/kentuckytourism)
Month
Video Uploads (Lifetime)
Video Views (Lifetime)
Subscribers (Lifetime)
113
175,640
414
Jan-2016
Views-Monthly
Month
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2016
2,379
2015
2,283
2,103
3,601
3,138
4,828
4,315
4,533
2,967
2,597
3,789
2,038
1,449
2014
1,666
1,929
2,655
18,454
2,426
2,656
3,232
18,696
2,076
2,496
1,735
1,636
Video Views
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Jan
Feb
Mar
Apr
May
Jun
2014
Jul
2015
Aug
Sep
Oct
Nov
Dec
2016
Apr-14 – Creatively KY video
Aug-14 - PPC Video Campaign
Page 32
January 2016
YOUTUBE: KENTUCKYTOURISM.COM
YTD-2016 - TOP 5 VIDEOS
McCreary County
Lexington, KY
Views
429 (18%)
263 (11%)
246 (10%)
168 (7.1%)
111 (4.7%)
Best Weekend Getaways - Weekend Getaway in Kentucky - KDTT
Adventure Vacations - Kentucky Outdoors - Visit Kentucky
3,002 (9.1%)
2,927 (8.9%)
2,695 (8.2%)
2,479 (7.5%)
2,351 (7.1%)
The Creatively Kentucky Story Contest
Kentucky Events - Kentucky Festivals - Visit Kentucky
Lexington, KY
16,270 (30%)
8,470 (16%)
2,437 (4.5%)
2,182 (4.0%)
1,942 (3.6%)
Views
Views
Watch Time (Min)
802 (19%)
471 (11%)
1,050 (25%)
310 (7.2%)
76 (1.8%)
Watch Time (Min)
1,536 (3.0%)
2,597 (5.1%)
4,978 (9.8%)
11,319 (22%)
4,386 (8.6%)
Watch Time (Min)
11,721 (19%)
3,434 (5.6%)
4,534 (7.4%)
1,902 (3.1%)
1,325 (2.2%)
Page 33

KENTUCKY DEPARTMENT OF TRAVEL AND TOURISM

Transcription

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