One hour session on how DFW Airport is paving the way in the USA with its variable pricing strategy. Delivered to 100 + Industry Leaders on June 4, 2018.
2015 Mobile Strategies - SEO, Search, Display, HyperLocal Display, GeoFencing...Pierre M. Fiorini, Ph.D.
This presentation discusses 2015 Mobile Marketing strategies: mobile marketing, mobile seo, mobile seach, mobile display, hyperlocal display, GeoFencing, and Showrooming.
The document provides guidance on developing an effective elevator pitch to attract new customers. It discusses common ineffective pitch styles like "the minimizer" and "the rambler" and recommends focusing a pitch on the customer benefits and outcomes rather than products/services. The guidelines suggest keeping a pitch short, simple, conversational and focused on clearly identifying the target market and problems the offering solves for them. Worksheets are included to help the reader craft their unique value proposition and compelling elevator pitch.
This document outlines Southwest Airlines' integrated marketing communications plan. It discusses segmenting customers by behavioral data, determining the financial value of customers, creating targeted messages and incentives, measuring return on customer investment, and evaluating the plan. The key points are that Southwest aims to attract frequent travelers by offering low fares, free bag check, and loyalty rewards. Customer insights show travelers value affordable yet comfortable flights and good customer service.
The document discusses best practices for digital media planning, outlining key considerations for selecting media channels, targeting audiences, measuring outcomes, and optimizing campaigns. It provides examples of using different digital advertising platforms like display, search, social media, and various targeting and measurement tools. The presentation emphasizes testing strategies, managing expectations, and continually improving campaigns based on post-buy analysis.
Overcoming the challenges of programmatic in southeast asiaBenedict Hayes
My presentation from L.E.A.D Asia 2016. A simplified view of the programmatic landscape, and a deep dive into the barriers to entry of Brands to programmatic. What are the key considerations you need to enter to Programmatic.
Southwest Airlines is a major US airline founded in 1967 with over 58,000 employees. It has the largest domestic market share and is the world's largest low-cost carrier. The document provides information on Southwest such as its mission, culture, products/prices, service characteristics, competitors, SWOT analysis, target markets, benefits, marketing communications objectives, and integrated marketing communications plan. The plan aims to increase preference for Southwest by 10% over 6 months by emphasizing its no-change fee and bag fee benefits over competitors through an integrated campaign using PR, advertising, promotions, sales, sponsorship, direct marketing, and digital/social media. Progress will be measured through ongoing research with target markets.
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
This document summarizes a presentation on search marketing. It includes the following key points:
1. Search marketing includes both paid search engine marketing (PPC) and search engine optimization (SEO). PPC involves bidding on search keywords, while SEO improves natural search rankings.
2. Google is the dominant search engine, accounting for over 90% of searches in many European countries. Search will represent nearly half of all online advertising spending by 2010.
3. Paid search allows for precision targeting of consumers actively seeking information on specific topics. Advertisers bid on keywords and pay only when ads are clicked.
4. Running a successful paid search campaign involves choosing relevant keywords, writing effective ad copy,
2015 Mobile Strategies - SEO, Search, Display, HyperLocal Display, GeoFencing...Pierre M. Fiorini, Ph.D.
This presentation discusses 2015 Mobile Marketing strategies: mobile marketing, mobile seo, mobile seach, mobile display, hyperlocal display, GeoFencing, and Showrooming.
The document provides guidance on developing an effective elevator pitch to attract new customers. It discusses common ineffective pitch styles like "the minimizer" and "the rambler" and recommends focusing a pitch on the customer benefits and outcomes rather than products/services. The guidelines suggest keeping a pitch short, simple, conversational and focused on clearly identifying the target market and problems the offering solves for them. Worksheets are included to help the reader craft their unique value proposition and compelling elevator pitch.
This document outlines Southwest Airlines' integrated marketing communications plan. It discusses segmenting customers by behavioral data, determining the financial value of customers, creating targeted messages and incentives, measuring return on customer investment, and evaluating the plan. The key points are that Southwest aims to attract frequent travelers by offering low fares, free bag check, and loyalty rewards. Customer insights show travelers value affordable yet comfortable flights and good customer service.
The document discusses best practices for digital media planning, outlining key considerations for selecting media channels, targeting audiences, measuring outcomes, and optimizing campaigns. It provides examples of using different digital advertising platforms like display, search, social media, and various targeting and measurement tools. The presentation emphasizes testing strategies, managing expectations, and continually improving campaigns based on post-buy analysis.
Overcoming the challenges of programmatic in southeast asiaBenedict Hayes
My presentation from L.E.A.D Asia 2016. A simplified view of the programmatic landscape, and a deep dive into the barriers to entry of Brands to programmatic. What are the key considerations you need to enter to Programmatic.
Southwest Airlines is a major US airline founded in 1967 with over 58,000 employees. It has the largest domestic market share and is the world's largest low-cost carrier. The document provides information on Southwest such as its mission, culture, products/prices, service characteristics, competitors, SWOT analysis, target markets, benefits, marketing communications objectives, and integrated marketing communications plan. The plan aims to increase preference for Southwest by 10% over 6 months by emphasizing its no-change fee and bag fee benefits over competitors through an integrated campaign using PR, advertising, promotions, sales, sponsorship, direct marketing, and digital/social media. Progress will be measured through ongoing research with target markets.
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
This document summarizes a presentation on search marketing. It includes the following key points:
1. Search marketing includes both paid search engine marketing (PPC) and search engine optimization (SEO). PPC involves bidding on search keywords, while SEO improves natural search rankings.
2. Google is the dominant search engine, accounting for over 90% of searches in many European countries. Search will represent nearly half of all online advertising spending by 2010.
3. Paid search allows for precision targeting of consumers actively seeking information on specific topics. Advertisers bid on keywords and pay only when ads are clicked.
4. Running a successful paid search campaign involves choosing relevant keywords, writing effective ad copy,
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
The document discusses various digital marketing solutions and analytics tools provided by ADP to automotive dealerships. It highlights features like search engine optimization, paid search advertising, display advertising, website analytics, lead management, and tools for online financing, video hosting, email marketing, live chat, and more. The goal is to help dealers engage online customers and drive higher conversion rates throughout the car buying process.
Customer retention is important for businesses because retained customers spend more, are less expensive to acquire, and can increase profits by up to 95% if retention increases by just 5%. However, most businesses struggle to deliver effective retention capabilities like understanding customer behavior over time. The document outlines three key levers to an effective retention strategy: 1) Building relevance through customer insight and data analysis, 2) Developing an optimal contact strategy from acquisition through nurture, and 3) Providing a first-rate user experience by removing friction from the customer journey across channels. Somo Global can help businesses implement winning retention strategies through data analysis, customer journey mapping, digital channel audits, and developing targeted contact strategies.
ADP Digital Marketing presented a proposal and marketing plan to CBS to outsource CBS's automotive search engine website program. The goals were to generate more consumer visits and leads for dealers to sell more vehicles. The proposal outlined a phased approach starting with increasing daily visits to the DFWvehicles.com site from 300 to over 1,000, then launching the program nationally using a similar model. ADP's presentation emphasized their experience in digital marketing, industry-leading products and services, and approach of using various online and offline tactics in an integrated way to generate more leads at a lower cost per lead for dealers.
The document summarizes ADP's digital advertising program for car dealers. It discusses how ADP uses paid search, display advertising, and Google Audio ads to connect dealers with online car buyers. ADP's services include managing dealers' search campaigns, placement on automotive ad networks and websites, and using radio through Google Audio to complement online advertising. The presentation emphasizes how ADP can help dealers capitalize on changing consumer behaviors and match their digital advertising spend to how consumers now research vehicles online.
This presentation explores the main issues that help to optimize media campaigns. Case studies and conclusions.
- What frequency is the most efficient for a campaign, creative?
- What is the duration of media effect?
- Which creative or site gives more results?
- How to choose effective sites?
The advertising materials analyzed in this presentation:
10 slide: http://newage.com.ua/rabota_video/rabota.html
http://newage.com.ua/rabota_b1/rabota_smart.html
http://newage.com.ua/rabota_b2/rabota_HRs.html
11 slide: http://newage.com.ua/MOYO/moyo.html
The document discusses various forms of non-traditional and multi-channel retailing. It contrasts single-channel and multi-channel retail strategies. It examines direct marketing, direct selling, vending machines, and web-based retailing. Web-based retailing has grown the fastest, allowing ordering, payment, and delivery to be decoupled. Omni-channel retailing seeks synergies across formats. Other discussed forms include video kiosks and airport retailing.
[x+1] provides an audience investment platform and tools to help companies achieve customer-centric and data-driven marketing. The document discusses how [x+1] helped Delta Airlines personalize its website and marketing by building profiles of visitors using data on their location, device, interests, and past interactions. [x+1]'s Predictive Optimization Engine identified 1700 audience segments and served them customized content. This resulted in a 5% monthly lift in ticket sales for Delta and millions in additional revenue, while reducing landing page development costs by 20%.
The document provides analytics insights from a media campaign run from September through November 2016. It summarizes key performance metrics including enrollment numbers, website traffic, demographic insights, and impact of different media placements. The campaign led to a significant increase in monthly enrollments compared to pre-campaign levels. Digital advertising drove most enrollments, while print media had no direct impact. Certain digital placements like programmatic and Pandora audio performed best. Mobile conversions significantly outperformed desktop. Ongoing optimization of spend mix, placements, creatives, and targeting is recommended based on learnings from the analysis.
The Role of Manufacturers in Multichannel RetailingMichael Hu
The document discusses the growth of multi-channel retailing driven by advancing technology and shifting consumer behaviors. It notes that the traditional manufacturer/retailer value chain is blurring, with manufacturers increasingly pursuing forward integration by taking on responsibilities like marketing, sales fulfillment, and customer service. To succeed in multi-channel retailing, manufacturers must manage channel conflicts, develop a strategic vision, and build capabilities to integrate their own touchpoints and align with retailer channels. This will allow them to offer a consistent brand experience, seamless integration, and single view of the customer across channels.
Stuff Around Me is a proposed web and mobile app that allows users to explore their surroundings online by finding deals, places, events, connecting with others, and viewing live traffic in their city. It will generate revenue through local and brand advertising. The app will partner with local businesses, event organizers, mobile carriers, and the government to provide content to users for free. Initial seed funding is needed to launch in one city, with plans to expand to 15 cities in India within 3 years if the business model proves successful after testing with a prototype.
The document outlines a winter recovery media plan to increase awareness, engagement, and visits to VSPC (Visit St. Pete/Clearwater) following the pandemic. Key elements include:
1. Using connected TV, programmatic display, Hulu, and rich media formats to reach target audiences of $100K+ households aged 25-65 interested in travel and beaches, focusing on drive and fly markets.
2. Leveraging interactive ad units from Undertone, 360-video banners, and Jun Group's opted-in network to creatively engage audiences.
3. Measuring the real-world impact of digital advertising on in-market spending via a partnership with VISA to provide attribution reporting
The document discusses how businesses can compete in the digital economy. It covers topics like using big data and analytics to gain insights, delivering superior customer experiences, and the need to act on data insights. It provides examples of how various industries like healthcare, retail, automotive and insurance can leverage digital technologies and data to improve operations and customer value. The key message is that competing in the digital world involves using data and technology to improve quality of service while maintaining operational simplicity and price competitiveness.
Stuff Around Me is a proposed web and mobile app that allows users to explore their surroundings online by finding deals, places, events, and connecting with others in their city. It also provides live traffic updates. The app will be free to users and generate revenue from local and brand advertising. Partnerships will provide data from local businesses, event organizers, and mobile/government sources. Marketing will focus on viral strategies through advertisers, colleges, and social media. Costs include content, development, hosting, legal fees, and marketing. Risks include technical challenges in maintaining content and competition from established apps, but the market opportunity in India is seen as an advantage. Initial funding is sought from angel investors to launch in one city,
This document discusses Air France's online advertising strategy and key performance indicators. It finds that while the airline industry has traditionally been competitive, the internet has significantly changed the industry by allowing direct booking from consumers. Air France has developed an online presence to take advantage of this shift. The case study analyzes Air France's search advertising campaign, finding that branded keywords performed best. It provides recommendations to optimize spending across search engines and keywords to improve returns.
Tight Budget? How to Get the Most from your Media Planning DollarsTinuiti
Managing your spend across segments can be overwhelming when you are working with a limited budget. In this session, our Growth Media expert will talk about how to maximize your impact across search and shopping, social, and email.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
The Evolution of OOH through Programmatic Drew Thachuk
Like most industries, out-of-home ad networks are undergoing a major digitization transition,affecting their network operations and sales processes. Global OOH ad spend is on the rise, driven by increased investment by media owners in technology and digital signage. This transition has made the medium more flexible and measurable, making it more easily executable and comparable alongside other digital channels. Most networks have begun steps to enable programmatic sales on their networks
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
The document discusses various digital marketing solutions and analytics tools provided by ADP to automotive dealerships. It highlights features like search engine optimization, paid search advertising, display advertising, website analytics, lead management, and tools for online financing, video hosting, email marketing, live chat, and more. The goal is to help dealers engage online customers and drive higher conversion rates throughout the car buying process.
Customer retention is important for businesses because retained customers spend more, are less expensive to acquire, and can increase profits by up to 95% if retention increases by just 5%. However, most businesses struggle to deliver effective retention capabilities like understanding customer behavior over time. The document outlines three key levers to an effective retention strategy: 1) Building relevance through customer insight and data analysis, 2) Developing an optimal contact strategy from acquisition through nurture, and 3) Providing a first-rate user experience by removing friction from the customer journey across channels. Somo Global can help businesses implement winning retention strategies through data analysis, customer journey mapping, digital channel audits, and developing targeted contact strategies.
ADP Digital Marketing presented a proposal and marketing plan to CBS to outsource CBS's automotive search engine website program. The goals were to generate more consumer visits and leads for dealers to sell more vehicles. The proposal outlined a phased approach starting with increasing daily visits to the DFWvehicles.com site from 300 to over 1,000, then launching the program nationally using a similar model. ADP's presentation emphasized their experience in digital marketing, industry-leading products and services, and approach of using various online and offline tactics in an integrated way to generate more leads at a lower cost per lead for dealers.
The document summarizes ADP's digital advertising program for car dealers. It discusses how ADP uses paid search, display advertising, and Google Audio ads to connect dealers with online car buyers. ADP's services include managing dealers' search campaigns, placement on automotive ad networks and websites, and using radio through Google Audio to complement online advertising. The presentation emphasizes how ADP can help dealers capitalize on changing consumer behaviors and match their digital advertising spend to how consumers now research vehicles online.
This presentation explores the main issues that help to optimize media campaigns. Case studies and conclusions.
- What frequency is the most efficient for a campaign, creative?
- What is the duration of media effect?
- Which creative or site gives more results?
- How to choose effective sites?
The advertising materials analyzed in this presentation:
10 slide: http://newage.com.ua/rabota_video/rabota.html
http://newage.com.ua/rabota_b1/rabota_smart.html
http://newage.com.ua/rabota_b2/rabota_HRs.html
11 slide: http://newage.com.ua/MOYO/moyo.html
The document discusses various forms of non-traditional and multi-channel retailing. It contrasts single-channel and multi-channel retail strategies. It examines direct marketing, direct selling, vending machines, and web-based retailing. Web-based retailing has grown the fastest, allowing ordering, payment, and delivery to be decoupled. Omni-channel retailing seeks synergies across formats. Other discussed forms include video kiosks and airport retailing.
[x+1] provides an audience investment platform and tools to help companies achieve customer-centric and data-driven marketing. The document discusses how [x+1] helped Delta Airlines personalize its website and marketing by building profiles of visitors using data on their location, device, interests, and past interactions. [x+1]'s Predictive Optimization Engine identified 1700 audience segments and served them customized content. This resulted in a 5% monthly lift in ticket sales for Delta and millions in additional revenue, while reducing landing page development costs by 20%.
The document provides analytics insights from a media campaign run from September through November 2016. It summarizes key performance metrics including enrollment numbers, website traffic, demographic insights, and impact of different media placements. The campaign led to a significant increase in monthly enrollments compared to pre-campaign levels. Digital advertising drove most enrollments, while print media had no direct impact. Certain digital placements like programmatic and Pandora audio performed best. Mobile conversions significantly outperformed desktop. Ongoing optimization of spend mix, placements, creatives, and targeting is recommended based on learnings from the analysis.
The Role of Manufacturers in Multichannel RetailingMichael Hu
The document discusses the growth of multi-channel retailing driven by advancing technology and shifting consumer behaviors. It notes that the traditional manufacturer/retailer value chain is blurring, with manufacturers increasingly pursuing forward integration by taking on responsibilities like marketing, sales fulfillment, and customer service. To succeed in multi-channel retailing, manufacturers must manage channel conflicts, develop a strategic vision, and build capabilities to integrate their own touchpoints and align with retailer channels. This will allow them to offer a consistent brand experience, seamless integration, and single view of the customer across channels.
Stuff Around Me is a proposed web and mobile app that allows users to explore their surroundings online by finding deals, places, events, connecting with others, and viewing live traffic in their city. It will generate revenue through local and brand advertising. The app will partner with local businesses, event organizers, mobile carriers, and the government to provide content to users for free. Initial seed funding is needed to launch in one city, with plans to expand to 15 cities in India within 3 years if the business model proves successful after testing with a prototype.
The document outlines a winter recovery media plan to increase awareness, engagement, and visits to VSPC (Visit St. Pete/Clearwater) following the pandemic. Key elements include:
1. Using connected TV, programmatic display, Hulu, and rich media formats to reach target audiences of $100K+ households aged 25-65 interested in travel and beaches, focusing on drive and fly markets.
2. Leveraging interactive ad units from Undertone, 360-video banners, and Jun Group's opted-in network to creatively engage audiences.
3. Measuring the real-world impact of digital advertising on in-market spending via a partnership with VISA to provide attribution reporting
The document discusses how businesses can compete in the digital economy. It covers topics like using big data and analytics to gain insights, delivering superior customer experiences, and the need to act on data insights. It provides examples of how various industries like healthcare, retail, automotive and insurance can leverage digital technologies and data to improve operations and customer value. The key message is that competing in the digital world involves using data and technology to improve quality of service while maintaining operational simplicity and price competitiveness.
Stuff Around Me is a proposed web and mobile app that allows users to explore their surroundings online by finding deals, places, events, and connecting with others in their city. It also provides live traffic updates. The app will be free to users and generate revenue from local and brand advertising. Partnerships will provide data from local businesses, event organizers, and mobile/government sources. Marketing will focus on viral strategies through advertisers, colleges, and social media. Costs include content, development, hosting, legal fees, and marketing. Risks include technical challenges in maintaining content and competition from established apps, but the market opportunity in India is seen as an advantage. Initial funding is sought from angel investors to launch in one city,
This document discusses Air France's online advertising strategy and key performance indicators. It finds that while the airline industry has traditionally been competitive, the internet has significantly changed the industry by allowing direct booking from consumers. Air France has developed an online presence to take advantage of this shift. The case study analyzes Air France's search advertising campaign, finding that branded keywords performed best. It provides recommendations to optimize spending across search engines and keywords to improve returns.
Tight Budget? How to Get the Most from your Media Planning DollarsTinuiti
Managing your spend across segments can be overwhelming when you are working with a limited budget. In this session, our Growth Media expert will talk about how to maximize your impact across search and shopping, social, and email.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
The Evolution of OOH through Programmatic Drew Thachuk
Like most industries, out-of-home ad networks are undergoing a major digitization transition,affecting their network operations and sales processes. Global OOH ad spend is on the rise, driven by increased investment by media owners in technology and digital signage. This transition has made the medium more flexible and measurable, making it more easily executable and comparable alongside other digital channels. Most networks have begun steps to enable programmatic sales on their networks
Similar to IPI 2018 Conference Pricing,Promoting & Yield Management (20)
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Did you know that drowning is a leading cause of unintentional death among young children? According to recent data, children aged 1-4 years are at the highest risk. Let's raise awareness and take steps to prevent these tragic incidents. Supervision, barriers around pools, and learning CPR can make a difference. Stay safe this summer!
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Postgres is the most advanced open-source database in the world and it's supported by a community, not a single company. So how does this work? How does code actually get into Postgres? I recently had a patch submitted and committed and I want to share what I learned in that process. I’ll give you an overview of Postgres versions and how the underlying project codebase functions. I’ll also show you the process for submitting a patch and getting that tested and committed.
1. Pricing, Promoting and Yield Management
David Wilson CAPP, Snr. Business Manager
June 4, 2018
Marcus Hayle, Snr. Manager Yield Management
DFW Airport
dwilson@dfwairport.com; mhayle@dfwairport.com
Download the IPI2018 mobile app to provide
feedback on this session/speaker.
Track: Creating Success
2. LEARNING OBJECTIVES
• Analyze rate structure, competiveness and elasticity
• Analyze and evaluate opportunities to leverage marketing, promotions,
traditional media, and social media to increase revenue
• Gain knowledge of Yield Management strategies
3. Agenda
1) DFW Airport Parking Environment
2) Yield Management Objectives
3) Business Model
4) Right Pricing
5) Promotions
6) Yield Management
4. DFW Airport Parking
FY2017:
66M Passengers
• 15M Originating
42.5K Parking Spaces
• 2.6K Valet
• 26.6K Garage
• 3.3K Covered Surface
• 10K Uncovered Surface
14.9M Public Transactions Processed (FY 2017)
• 2.5M greater than 2.0 hour stay
• 12.4M less than 2.0 hour stay
4 Miles from North Entrance to South Entrance
5. Yield Management Objectives
Maximize revenue through optimal
utilization of assets
Tactics
• Right Pricing
• Promotions
• Travel Industry Partnerships
• Prepaid Parking
• Discount under utilized facilities/time
frames
• Upsell Opportunities
• Direct Target Marketing
• Search Engine Optimization
• Social Media
• Product Bundling
• Food & Beverage, Retail, etc.
6. Yield Management Business Model
Yield Management
Marketing
Sales
Technology
Product
Awareness
Analytics
Drive
Customer
Behavior
Operations
7. Right Pricing
Are we charging enough?
Are we charging too much?
Competitive Review:
• Peer sets
• National
• State/Regional
• Local competition
Price Elasticity
Customer Alternatives
11. Pricing - Elasticity
If we change prices, how many customers will we gain/lose?
Calculate Price Elasticity Demand :
Apply PED to forecasted transactions and proposed rate increase to determine
resulting incremental revenue
12. Pricing - Alternatives
Non-parking options may impact:
• Facility use
• Pricing plans/structure
• Accuracy of elasticity measures
• (Mix “art” with science)
Alternatives:
• Transportation Network Companies
• Taxi, Limo, Bus, Shared ride
• Public Transportation
• Multiple ridership
13. Promotions - Approach
Holistic partnership with Internal
Stakeholders
Pre-Analysis
• Determine optimal offer
• Promotion Creative
• Social Media/Press
• Search Engine Marketing
• Advertising
Analyze historical data
Optimize occupancy
opportunities
Thanksgiving Day 2017 Analysis
Date: Thursday, November 23, 2017
Evaluation Range: November 17, 2017 – November 27, 2017
Average Length of Stay:
• Terminal: 2.95
• Express Covered: 4.58
• Express Uncovered: 4.40
Thanksgiving 2017 (FY17) Occupancy:
Location Peak Low Average
Terminal A: 47%-F-11/17 27%-Su-11/26 35%
Terminal B: 39%-F-11/17 23%- Su-11/26 30%
Terminal C: 60%-F-11/17 37%-Su-11/26 47%
Terminal D: 51%-F-11/17 32%-Su-11/26 43%
Terminal E: 37%-F-11/24 23%-M-11/20 28%
Total Terminal: 45%-F-11/18 29%-Su-11/27 37%
Remote South: 100%-W- 11/22& Th-11/23 49%-M-11/27 81%
Remote North: 100%-TH-11/23 47%-M-11/27 73%
Express Uncovered: 72%-F-11/24 34%-M-11/20 49%
Express Covered: 77%-F-11/24 41%-Su-11/27 55%
0%
20%
40%
60%
80%
100%
Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon
Remote South
2017 2016 2015
0%
20%
40%
60%
80%
100%
Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon
Terminal A
in Current Capacity
2017 2016 2015
15. Promotions - Results
Measure:
• Redemptions
• Incremental Revenue
• Future lifecycle loyalty
• Spend by customer prior to
and after Promotion
• Estimated free media value
• TV features
• Print articles and mentions
• Social Media
• e-newsletters
• Partnerships created
18. What is Yield Management (YM)?
1
8
YM is a variable pricing strategy based off
customer segmentation (multiple pricepoints for
the same product).
There are 3 essential conditions for yield
management to be applicable:
• Fixed amount of resources for sale
• Resources sold are perishable
• Different customers willing to pay a
different price for the same resource
The goal is to maximize revenue by selling to
the right customer at the right time for the
right price
19. Yield Management Objective
DFW Airport also experienced material shifts in the
way passengers are accessing the Airport.
Yield Management continues to leverage market
analysis and this new Prepaid Parking tool.
Objective:
• Optimize occupancy
• Maximize revenue
• Deliver a better customer experience
20. Optimize occupancy, maximize revenue and
deliver a better customer experience by
• Reclaiming market share
• Capturing New customers/Returning customers with
competitive, variable pricing
• Building a database of customers
• Influence purchases for themselves
• Recommend purchases for others
Pricing Strategy
• Capture more volume in parking products that have
lower occupancy during both peak and off-peak
times
Intro to Video
21. Prepaid Parking - How it Works
View here https://www.youtube.com/watch?v=wVwAz7x9cZY
22. System Benefits
Source: ADVAM Booking report Dec 22, 2017 through Jan 3, 2018
The benefits of the system:
• Variable Pricing
• Increased revenue opportunities
• Better forecasting ability
• Improved capacity controls
• Faster time to market
• Customer data
• Customer Retention/Loyalty
• Improved customer experience
23. Yield Management Toolbox
Demand-Based Pricing Products
• Earlybird – discounts for purchasing 21+ days before arrival
• Long Weekender – 4 day weekend product
• Short stay Weekender – 2 day weekend product to stimulate Fri-Sat Terminal stays
• Maximum/Minimum Stay Products -special pricing for minimum stays of 6 days or
longer
• Day of Week products – Weekday or Weekend pricing
• Time of Day products – Higher/lower rates for arrivals/departures during certain times
• Competitive matches – products to match offers by a competitor
• Promo codes – percentage or fixed amount off
Promotions
• Targeted digital messaging to draw customers to the website to purchase available
products
24. Collaboration is Key
Regardless of how good DFW parking products
and price points are, if the consumer knows
nothing about them, they will not be sold
2018 goal is three major advertising efforts
during the remainder of the FY which include:
1. Spring Break
2. Full advertising launch
3. Summer promotion
*For the other time periods, YM needs a
consistent “digital voice” throughout the year
Marketing
Corporate
Communications
(PR)
Yield
Management
Parking
Operations
25. Launch Messaging: The Painted Line
Before the painted line, people used to park just about anywhere. Gardens. Front
lawns. The occasional swimming pool. But someone grabbed a paintbrush and finally
set our world straight. With New Prepaid Parking at DFW International Airport, we
have found the next great innovation in parking. We’ve drawn the line at inconvenient
parking and made it so much better.
27. Prepaid Parking Results
• Majority are new DFW parking
customers!
• Weekend traffic has grown
significantly
• Terminal parking is preferred for short
trips (1-3 days) by customers
• Parking webpage views increase
+13% during holiday periods
• Increased advertising & competitive
prices have led to increased
conversion rates
• Customers are staying for longer
periods of time compared to
standard parkers
Returning
Customers
New
Customers
Customer Breakdown
(since launch)
Terminal
Valet
Express
Remote
Dropoff/Meete
r Greeter
Transaction History of Returning
Customers
(1 year history)
Source: Advam Bookings Report launch- Mar 24, 2018, SkiData Vehicle Tracking Data
Google Analytics Report – March 2017
29. What Goes into Pricing Decisions?
Source: ADVAM Booking report Dec 22, 2017 through Jan 3, 2018
Historical
occupancy
by day/week/period
(by product)
Shifts in holiday
periods
Capacity
changes/concerns
(construction, projects, etc)
Average length
of stay
(by product)
Peak/off-peak
periods
Digital traffic trends
(conversion rates, clicks per
page etc)
Customer
segments
(Leisure or Business)
Competitor
pricing
Marketing survey
data
(validate customer
needs/desires)
Customer
feedback
(why they chose DFW and
price points they are
comfortable with)
Psychological
considerations
•Ease of messaging $99.87
vs $100
•Charging $10.40 vs $10
Implement and
test
(technology +
customer)
Additional considerations
30. Sample of Marketing Research Data
Customer mode of Access
(during Spring Break)
Dropped-off
Rental Car
Taxi
DFW Remote
DFW Terminal
Uber
Hotel Shuttle
Millenials
18 - 34 years old
Gen X
35 - 50 years old
Baby Boomers
51 - 69 year olds
Times used Uber past 12 months
(YE Jun 2017)
Other
Off-airport Parking
Public Transit
DFW Remote
DFW Terminal
Drop-off
Taxi
If TNCs did not exist, what would you
have done?
Trip 4 days or longer Trip 1 - 3 days
Source: 2017 Uber Study. June 2017.
31. Analysis of Prior Years’ Data
3
1
Terminal Express Remote
Average Length of Stay
(days)Spring Break Travel dates: Fri March 2 – Mon March 19, 2018
Potential Product Idea
Pay $XXX for XX days
*Terms & conditions
Potential Product Idea
Pay $XXX for XX-XX days
*Terms & conditions
Terminal Express Remote
Avg % Occupancy by Product
Fri Sat Sun Mon Tues Wed Thur Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon
Percentage Occupancy by Day
(All Terminals)
2016 2017
Average:
2016- 88%
2017- 87%
32. Post Analysis
32
Average Occupancy Variance by
Terminal:
• Terminal A: up +28%
• Terminal B: up +14%
• Terminal C: up +25%
• Terminal D: up +12%
• Terminal E: down -11%
Fri
3/2
Sat
3/3
Sun
3/4
Mon
3/5
Tue
3/6
Wed
3/7
Thu
3/8
Fri
3/9
Sat
3/10
Sun
3/11
Mon
3/12
Tue
3/13
Wed
3/14
Thu
3/15
Fri
3/16
Sat
3/17
Sun
3/18
2018 Spring Break % Terminal Occupancy
Terminal A Terminal B Terminal C Terminal D Terminal E
terminal express remote
2018-2017 Spring Break
Average Transaction Values
2018 2017
terminal express remote
2018-2017 Spring Break
Average Length of Stay
2018 2017
33. Cities with Highest Concentration of Customers
Source: Advam Bookings Report
Mapping by Tableau
3
DFW
DFW
Majority of customers are from city XYZ however higher revenue came from city ABC due to
longer stays
34. Key Components for Success
• Data
• Historical occupancy
• Length of stay
• Market research data
• Defined peak/off-peak periods
• Technology
• Parking control system
• Reservation platform
• Data storage capability
• Collaboration
• Buy in from internal & external stakeholders
• Cross departmental project team
• Effective messaging