Measuring and optimising Fairmont's social media efforts with Google Analytics

Wednesday, September 07, 2011 | 12:34 PM

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Social media is a great way for marketers to spread awareness about their products, stay in touch with and interact with their loyal customers. Barbara Pezzi, Director of Web Analytics and Search Optimization, Fairmont Raffles Hotels International, is back to share with us how Fairmont measure and analyse their social media efforts with Google Analytics. By using a combination of campaign tracking parameters and advanced segments (which can be used in combinations with social plugin analytics), Barbara is able to assess which social media campaigns work the best for generating bookings.