"integrated digital marketing and revenue management" - kevin geraghty (360i) - apartment...
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Integrated Digital Marketing & Revenue Management
Kevin Geraghty, VP Analytics360i
April 29th, 2009
Agenda Integration Digital marketing Revenue management Integration points Insurance case study Retail case study Extended Stay case study Systems Summary
Media&
Entertainment
Retail&
E-Commerce
Travel
360i digital marketing clients
Integration
Digital marketing components
Display Social Media Search
Viral Outreach: Influencing the Influential
Chat
Creating and leveraging assets to successfully influence the influential and turbo-charge the social media ecosystem
Forum
BlogsSocial
Networking SocialBookmarking
SocialSearch
Virtual Worlds
Finding Brand Advocates/Evangelists
Widgets Video Promo/Contest
UniqueInfo
Tools/Assets
Digital Marketing - Search
Copyright 2008 360i, LLC. All Rights Reserved
SEO Best Practices and Opportunities
• Titles and Tags• HTML Sitemaps• Menu Navigation• Internal Linking• Breadcrumb Trails• Page Headers• Flash Content
Alternatives• Parameterized URLs• 508C Compliancy• XML Sitemaps• Site Migration Best
Practices
+ SEO Best Practices
SEO Best Practices should serve as general guidelines for site redesign and/or site migration
The paid search model
Revenue Revenue Shirts $ - $ 2,167 $ - $ - $ - $ 2,167 $ 6,337 Total RevenueTops $ 1,798 $ - $ - $ - $ - $ 1,798 $ 1,300 Total CostsTees $ - $ 2,372 $ - $ - $ - $ 2,372 $ 5,037 Total Profit
Polo Shirt $ - $ - $ - $ - $ - $ - Costs Shirts $ - $ 400 $ - $ - $ - $ 400 $ 1,500 Budget LimitTops $ 500 $ - $ - $ - $ - $ 500 $ 1,300 Total CostsTees $ - $ 400 $ - $ - $ - $ 400 $ 200 UnderspendPolo Shirt $ - $ - $ - $ - $ - $ -
Budget 500 400 300 200 100 Revenue Per Click Searches Shirts 0 1 0 0 0 1 $11.28 1201 Tops 1 0 0 0 0 1 $5.24 1921 Tees 0 1 0 0 0 1 $8.27 3020 Polo Shirt 0 0 0 0 0 - $7.00 890 Clicks Shirts 274 192 96 48 24 Tops 343 221 110 55 28 Tees 336 287 143 72 36 Polo Shirt 258 129 65 32 16 CPC 500 400 300 200 100 Shirts $1.83 $0.91 $0.46 $0.23 $0.11 Tops $1.46 $0.73 $0.36 $0.18 $0.09 Tees $1.49 $0.74 $0.37 $0.19 $0.09 Polo Shirt $0.55 $0.28 $0.14 $0.07 $0.03
Paid search optimization
Analytics capitalizes on granularity to capture opportunity
Revenue management - Granularity
Revenue management
Integrated digital marketing & RM
DateTotal On Rent Total RD
Total PPC Dmd Hurdle Rate
Luxury Traffic Quality Traffic Web Traffic Utilization Revenue
Displaced Revenue PPC Spend
Net Stimulated Revenue
Remaining Opportunity
1-Apr-08 91 144 144 $68.41 74 26 0 100% $8,330 $1,940 $0 $ - $ -
2-Apr-08 112 123 123 $23.47 3 71 26 100% $4,875 $920 $92 $ - $ 3,945
3-Apr-08 118 152 166 $51.99 38 62 0 100% $6,699 $2,659 $312 $ - $ 3,059
4-Apr-08 42 45 96 $0.00 10 41 45 96% $4,829 $0 $109 $ 2,769 $ 1,556
5-Apr-08 100 132 185 $72.51 60 40 0 100% $7,681 $3,800 $146 $ - $ 502
6-Apr-08 182 262 321 $81.58 49 51 0 100% $7,196 $10,043 $132 $ - $ 338
7-Apr-08 100 135 194 $60.89 33 67 0 100% $6,475 $3,972 $98 $ - $ 1,130
8-Apr-08 46 58 103 $1.47 10 13 77 101% $4,708 $93 $190 $ 2,333 $ 1,648
9-Apr-08 161 264 317 $89.82 80 20 0 100% $8,578 $10,237 $108 $ - $ 1,138
10-Apr-08 56 85 131 $15.73 9 25 67 101% $4,795 $1,223 $141 $ 1,285 $ 1,440
11-Apr-08 104 155 202 $58.11 34 66 0 100% $6,547 $4,219 $91 $ - $ 1,279
12-Apr-08 81 84 125 $12.33 48 14 47 109% $7,161 $615 $96 $ 1,581 $ 1,426
13-Apr-08 161 217 252 $85.06 68 32 0 100% $8,063 $7,219 $192 $ - $ 2,006
14-Apr-08 65 95 142 $56.14 46 54 0 100% $7,088 $1,763 $123 $ 773 $ 935
15-Apr-08 29 42 88 $0.00 45 14 29 88% $6,146 $0 $192 $ 2,486 $ 1,426
16-Apr-08 35 59 117 $8.35 59 19 32 110% $7,821 $259 $15 $ 2,856 $ 387
Integrated reporting for a hospitality client
Integrated e-Commerce price and marketing actions for a major retailer
Integrated RM & Paid Search Performance for a Big Box retailer
Clic
ks In
crea
sed
CPC
s Im
prov
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Ord
ers
Incr
ease
d
AO
V Im
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Sale
s In
crea
sed
Ad
Spen
d In
crea
sed
A/S
Rat
io Im
prov
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48% 2% 52% 3% 57% 50% 4%
0
20
40
60
80
100
120
140
160
2006 (Index)2007 (Index)
Summary
Half my marketing dollars are wasted – I just don’t know which half – J. Wannamaker
No one expects Braniff to go broke. No major U.S. carrier ever has. — The Wall Street Journal, 30 July 1980.