Bath City StudyCase: Richard Veal at #OMTtech

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Ponencia realizada por Richard Veal de NEW MIND, sobre el caso de Éxito de la ciudad de Bath ( UK). Ponencia realizada el 20 de Enero de 2011 durante el evento OMTTech, presentación oficial de www.platma.org

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Bath City StudyCase: Richard Veal at #OMTtech

  1. 1. Richard Veal, MDPresentation to Fitur
  2. 2. Google Places vs DMO Site DMO Sites Google Places
  3. 3. Considerations Accessibility Design Delivery Usability Experience Functionality Journey Content Indexability Browser Compatibility
  4. 4. Project Process Web Site Usability Evaluation Model •Alessandro Inversini & Marianna de Pietro •University of Lugano Demo Link
  5. 5. Case Study: Visit Bath
  6. 6. Visitor NumbersTitle Text To Go Here 120,000 Unique Visitors 100,000 80,000 60,000 40,000 20,000 0 Nov 08 Oct 10 2 Years
  7. 7. Title Text To Go BookingsAccommodation Here 900 750 600 Bookings 450 300 150 0 Nov 08 Oct 10 2 years
  8. 8. Booking Stats 1088
  9. 9. Demonstrable Impact 258
  10. 10. Booking Stats >£179,000
  11. 11. Booking Stats 4,000 Bed Nights
  12. 12. Booking Stats >£15,500 Commission Month 1
  13. 13. Case Study: LiverpoolTitle Text To Go Here
  14. 14. Initial PromotionTitle Text To Go Here 60,000 50,000 Unique Visitors 40,000 30,000 20,000 10,000 0 Jun 03 Nov 03 Mar 04 Feb 05 Month
  15. 15. Title TextwebGo HereRange of To sites
  16. 16. Visitor NumbersTitle Text To Go Here 300,000 Unique Visitors 250,000 200,000 150,000 100,000 50,000 0 Jan 08 Aug 08 Month
  17. 17. Demonstrable Impact 170,000 6,000 £1.8m £0.9m 90% 3 6 £10,000 Unique Booking % Call Outbound Visitors Revenue Bookings Centre Call Online Staff Spend
  18. 18. How is this achieved?Alignment of stock available vs that searched forAcquisition of inventory of the right type and priceTarget traffic for accommodation bookingsAffiliate booking pages on key city gateways and events
  19. 19. Web Log Analysis Accommodation Search Log Analysis Link to Example Report
  20. 20. Flexibility Indicative Availability Allocated Availability Booking Systems Real-time Channel Mgrs
  21. 21. Aggregates marketing budgets Justifiable Destinationpublic sector The Key profile is activity DMO raised Messages Commission Everyone earned is re- benefits invested
  22. 22. Innovations – Web Ads
  23. 23. Innovations – MouseFlow
  24. 24. Innovations – iPhone App
  25. 25. Top 10 Travel App
  26. 26. Kiosk in your hand KnowsVisitor Pays where you are Special True place Offers for reviews Redemption
  27. 27. Thank youRichard Veal – richard@newmind.co.uk

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