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Acceller Learnings from Travel for Cable Cos
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Acceller Learnings from Travel for Cable Cos

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Transcript

  • 1. Lessons From Travel
    G2B Summit 2011
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 2. David Atkins, CMO
    email: datkins@acceller.com
    twitter: atkinsdavid
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 3. > A Brief History
    of Travel
    _
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 4. ?
    2000
    1990
    2010
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 5. 1990 - 2010
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 6. Consumer Booking Session…
    August 24, 2010 User Session
    Continued…
    Continued…
    Continued…
    Start of Session:
    www.gmail.com
    Back to Expedia
    12 pages content
    15 Pages on Expedia:
    Search package: destination SLC
    2 Pages on Utah.com
    Browse maps
    5 Pages on Gmail:
    Email content
    Direct Type:
    Hyatt.com
    Google Search & Click:
    www.TripAdvisor.com
    Back to Expedia
    5 pages content
    Google Search & Click:
    www.Steelers.com
    8 Pages on Hyatt:
    Gold Passport login, SLC hotel search
    5 Pages on TripAdvisor:
    Utah, Salt Lake City pages
    Google Search & Click:
    www.SeatGuru.com
    6 Pages on Steelers.com:
    Miscellaneous content
    Direct Type:
    www.Hotwire.com
    Click on Link:
    www.visitsaltlake.com
    5 Pages on SeatGuru
    Browse seat maps
    Direct Type:
    www.post-gazette.com
    7 Pages on Hotwire
    Search package: destination SLC
    2 Pages on Visit Salt Lake
    Browse things to do
    Back to Expedia
    4 pages content
    Direct Type:
    www.Cheaptickets.com
    3 Pages on Post Gazette:
    News content
    Back to TripAdvisor
    3 pages content
    Booked Package on Expedia
    Google Search & Click:
    www.Expedia.com
    5 Pages on Cheaptickets
    Search package: destination SLC
    Click on Link:
    www.utah.com
    Back to Utah.com
    6 pages content
    Source: Expedia and Compete 2010
    Continued browsing…
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 7. The only constant imperative
    when it comes to Digital
    Sales, Marketing, Distribution and eCommerce is
    CHANGE
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 8. Digital Evolution
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 9. Content is Pervasive
    Source: Pew Internet 2010
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 10. Content is the brand
    Source: Experian Hitwise 2010
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 11. Consumers demand Choice
    …in all verticals
    Source: Compete.com 2010
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 12. Lessons Learned
    Consumers desire comparison
    Content is king…in more ways than one
    More distribution channels
    = exposure and multiplier effect
    Evaluate on Sales, Marketing
    and Distribution plus indirect
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.
  • 13. Thank You
    G2B Summit 2011 datkins@acceller.com
    Acceller Proprietary and Confidential. Copyright 2011 Acceller, Inc. All rights reserved worldwide.