"Integrated Digital Marketing and Revenue Management" - Kevin Geraghty (360i) - Apartment...

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

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48% 2% 52% 3% 57% 50% 4%

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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.