Kevin Geraghty, Principal, 360i, is an expert on integrating real-time customer demand information within a disciplined revenue management environment and will provide case studies from other industries that support the idea that marketing and revenue management are really one function.

1. Integrated Digital Marketing &
Revenue Management
Kevin Geraghty, VP Analytics
360i
April 29th, 2009

2. Agenda
Integration

Digital marketing

Revenue management

Integration points

Insurance case study

Retail case study

Extended Stay case study

Systems

Summary


3. 360i digital marketing clients
Travel
Retail
&
E-Commerce
Media
&
Entertainment

4. Integration

5. Digital marketing components
Display

Social Media

Search


6. Viral Outreach: Influencing the Influential
Social
Networking Social
Blogs
Bookmarking
Social
Forum
Search
Finding Brand
Advocates/ Virtual
Chat
Evangelists Worlds
Tools/Assets
Promo/ Unique
Widgets Video
Contest Info
Creating and leveraging assets to successfully influence the
influential and turbo-charge the social media ecosystem

7. Digital Marketing - Search

8. SEO Best Practices and Opportunities
+ SEO Best Practices
• 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
should serve as general
guidelines for site
redesign and/or site
migration
Copyright 2008

9. The paid search model

10. Paid search optimization
Revenue Revenue
Shirts $ - $ 2,167 $ - $ - $ - $ 2,167 $ 6,337 Total Revenue
Tops $ 1,798 $ - $ - $ - $ - $ 1,798 $ 1,300 Total Costs
Tees $ - $ 2,372 $ - $ - $ - $ 2,372 $ 5,037 Total Profit
Polo Shirt $ - $ - $ - $ - $ - $ -
Costs
Shirts $ - $ 400 $ - $ - $ - $ 400 $ 1,500 Budget Limit
Tops $ 500 $ - $ - $ - $ - $ 500 $ 1,300 Total Costs
Tees $ - $ 400 $ - $ - $ - $ 400 $ 200 Underspend
Polo 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

11. Revenue management - Granularity
 Analytics capitalizes on granularity to capture
opportunity

12. Revenue management

13. Integrated digital marketing & RM

14. Integrated reporting for a hospitality client
Total On Total PPC Luxury Displaced Net Stimulated Remaining
Date Rent Total RD Dmd Hurdle Rate Traffic Quality Traffic Web Traffic Utilization Revenue Revenue PPC Spend Revenue 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

15. Integrated e-Commerce price and marketing actions
for a major retailer
Integrated RM & Paid Search Performance for a Big Box retailer

160
140
120
100
80
2006 (Index)
60
2007 (Index)
40
20
0
Clicks CPCs Orders AOV Sales Ad Spend A/S Ratio
Increased Improved Increased Improved Increased Increased Improved
48% 2% 52% 3% 57% 50% 4%

16. 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.