Final Exam

Exercise 1

Online hosp biz dvt mba2 b final exam - benoit poirier from b.poir-hosp-biz-dev12

Exercise 2 - Digital IG

• What is the relationship between Digital IQ and revenue growth ?

Digital IQ and revenue growth do have a positive relationship. If the company has a good Digital IQ, it will undoubtedly reach more prospects, gain visibility and online traffic. Then if the product or service is worth the price, it will increase the revenue growth.

• What does Digital IQ measure, why is it important to the hotel industry ?

Digital Intellectual Quotient measures the ability of a company to use broadly and coherently all the new digital technologies available to enhance its relationship with the prospect.For the hotel industry, it is really important to first manage well its image, but also to reach customers using different technologies, create a strong relationship with them and enable them to reach your services at any time and anywhere. 

• What are the 4 categories of elements measured in Digital IQ ? Please explain what is included in each category.
• Mobile: it accounts for 20% of the grade and includes Mobile Site, IOS Apps, Android & Blackberry apps compatibility, functionality, transactions, popularity; and mobile innovation such as geo-local,
• Social Media: it accounts for 20 % of the grade and includes Facebook likes, posts, apps etc.; Twitter followers, growth, tweet frequency; YouTube views, number of uploads etc.
• Site: it accounts for 30% of the grade focusing on the web site efficiency: its technology, the ease for search, navigation, booking; customer service, rewards and social media integration 
• Digital Marketing: it accounts for 30% of the grade by analyzing the search (traffic, SEM, SEO, Web authority), display of advertisement & innovation (text & banners ads, croos-platform selling etc.), blogs & user-generated contents (TripAdvisor reviews, Question and Answer pages etc.), and email ( newsletters, social media integration etc.)

Exercise 3

Customer discovery path mini case study from b.poir-hosp-biz-dev12

Exercise 4 - SoLoMo

• How are SoLoMo campaigns success measured - quantitative + qualitative ?

SoLoMo stands for social-local-mobile. The campaigns success can be measured via different channels.
For example, if your campaigns uses a dedicated web page, you will be able to measure the number of views and clicks. But an outstanding number of visits doesn't mean you will increase your sales. So you have to create a way to identify the sales made thanks to the campaign: with the use of coupons for example, or special rate; then you will be able to measure the conversion ratio of your campaign.

• What 5 elements are needed for a successful SoLoMo ?

A successful SoLoMo campaign has to define a goal campaign, a target audience (individual or multiple), type of device(smartphone, tablets) and interface (dedicated or not web site etc.)

Exercise 5 - Predictive Marketing - Hotel Finder

• What is predictive marketing? give/create an example

Predictive marketing is when you gathering information on the customer's habits, places, consumption habits, even socio-political aspects can be studied, in order to predict the needs and desires of the customer thanks to softwares treating database marketing, data mining, analytic techniques etc. The main goal would be to create a new need to this customer according to what he likes.

But also predictive marketing enables companies to drive customers (mostly) on the internet to a certain product or service that is supposed to be liked by this last one.

Then predictive marketing can attract new customers who are the more likely to buy the product or segment your market to retain a higher percentage of loyal customers.

• What is Google Hotel Finder? How does it related to hotel direct bookings ?

Google Hotel Finder is a relatively recent tool google first launched in the U.S.A., it offers room booking possibilities directly from the Searches made on Google Search., It can either work directly with the hotelier or with a third party, charging them clicks and a % on sales (about 0.2%). Customer taping for example "Hotels in the heart of London" will find first the sponsored links, then the best referenced ones and then Google Hotel Finder will show up, about the 5th-7th rank with about 4-6 hotels' Google+ links. Clicking on that link enables the customer to see where it is located on a map, customers reviews, and about three booking channels, either direct or through a third part. There is also the possibility for the hotelier to add a link to its own web site.