Using data analytics tools can help you better understand your business and inform your decision-making, and ultimately make a big impact on your bottom-line. For tour operators and attraction owners, having the right data analytics can give you insights into who your customers are, where they’re coming from, and what they’re looking for, as well as help you understand what type of marketing works best for your customer base. It can also help you pinpoint busy and slower booking periods throughout the year, indicating if you should increase or decrease your inventory based on demand, plus so much more.

Having the right tools is key, but if you’ve never dipped your toes into the data and analytics pool before, it can be a bit intimidating. Don’t worry – there are tons of easy tools readily available to business owners like you, and once you get the hang of it, it’s not as hard as it seems. Here are the basic 3 data and analytics tools you should be using.

1. Google Analytics

Perhaps the best-known web analytics tools out there, Google Analytics lets you track and analyze your website traffic and determine your advertising ROI. It’s a free software that connects to your website through a tracking code; all you have to do is create an account and install the code on your website. You can track your metrics in your personalized Google Analytics dashboard, which shows you who your audience is, where your traffic is coming from, and what marketing channels drive which traffic. It also shows you what keywords and phrases are most effective, how your social media campaigns are performing, how your customers are converting, and much more.

2. SEO Metrics

Online search engines are the starting point for most customers looking to connect with a business, product or service. SEO (search engine optimization) involves crafting the content and links on your website so it appears higher in organic search engine results so users can more easily find you online. Using tools such as Google Adwords’ Keyword Planner, you can see what keywords or search terms are the most popular, and target customers using specific words or phrases that are relevant to your business. By measuring your SEO metrics, you can understand where your website traffic is coming from, how users are engaging with your content, and what keywords or search terms drive the most traffic.

3. Social Media Analytics

If you don’t already have social media accounts for your business, it’s highly recommended! Social media platforms such as Facebook, Instagram, YouTube and Snapchat are a fantastic way to actively engage with your customers and spread the word about your business. When it comes to measuring the success of your social media activity, there’s a host of different social media analytics tools you can use, such as Hootsuite. It’s important to first establish your goals, then you can measure your engagement stats. You’ll want to pay attention to your likes, shares, replies, comments, clicks, and followers. By collecting and analyzing this data, you can figure out who your target audience is, how to best engage your customers, and what type of content they find most interesting, helpful, or attractive.

There’s no shortage of data analytics tools that can help inform your business strategy. Do some online research to find the tools that are right for your business, and start slow to get the hang of it. You’ll start reaping the benefits in no time!

About the Author: Rachel Hammel

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