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As a Content Specialist, do you wish to make content and targeting decisions based on visitor engagement data?
Rachna Sood, 26, is a Content Designer working for a 5 Star Hotel Chain in Kolkata, India. She has received her Bachelor's in Journalism from St. Stephens College, followed by a Two-Year Diploma in Web Design. She is passionate and energetic with a highly creative personality. She understands the relevance of content for online visitors. She works very closely with the Marketing Team, assisting them in brand positioning and awareness. Each week, 40% of her time is spent creating content for the hotel's site and running online promotions.
While designing content for the site, the Content Specialist often struggles to get answers to the following questions:
- What is the most and least viewed content on the site?
- After engaging with the content, what is the visitor's next activity? Are they making a reservation, calling the Front Desk or simply leaving the site?
- What positions on the home page are more effective?
- Which type of content is the most effective (Online video, Flash-based hotel tour, rotating ad banner, etc.)?
- Which deals are generating the most reservations?
- Does the online visitor expect personalized content?
- What percentage of site traffic is new vs. repeat?
- Should city tours and airport limo service ads be featured on the home page or following the reservation confirmation?
