Final Exam Green

Exercice 1: 

Part 1. Definition and examples of OTA's, SEO, SEM, Interactive campaigns and Direct Booking.

Exercice 1 – part 1 from CSCDM

Exercice 1: 

Part 2. "Room key" concept and type of booking

Exercice 2: Digital IQ

What is the relationship between Digital IQ and revenue growth?
Digital IQ  has a direct correlation with revenue growth because we can see as an example that top-performing U.S. organizations show greater mastery in how they leverage digital technologies by offering mobile tools for customers, measuring data through social media, mobilizing applications to the public cloud and the innovative use of business intelligence. Top performing companies are defined as those rated in the highest quartile for annual revenue, growth, profitability and innovation as well as revenue growth.
Digital IQ meets customer needs and has a role in the revenue growth.

What does Digital IQ measure, why is it important to the hotel industry?
Brands using social networks are not doing just focus on gaining fans and followers.
By measuring brands against their peers on over 350 quantitative and qualitative data points, the Digital IQ Index diagnoses their digital strengths and weaknesses. Digital IQ as a measure of how well companies understand the value of technology and weave it into the fabric of their organization. It is important for the hotels to have an idea of their psotions comparing with other hotels and brands because competition is very hard on these new platforms and the increased influence of the internet has become the primary driver for the new economy’s winners/losers paradigm.

What are the four elements measured in Digital IQ? Please explain what is included in each category.
The four elements measured in Digital IQ include:

• site (selling the product or service directly in the site of the brand)
• digital marketing ( is the catch all term for the marketing methodologies used on the net today, example SEO, pay per click, podcastings...)
• social media (including all the categories: share, discuss, publish, microblog, virtual words...) 
• mobile (mobile tools and applications to create interaction and personalized experiences with the customers

Better than words, an interesting selection of figures and diagrams explaining the elements:

Exercice 3: Customer Discovery Path – Mini case study

Exercice 3 from CSCDM

Exercice 4: SoLoMo

How are SoLoMo campaigns success measured - quantitative + qualitative
SoLoMo campaigns are measured thanks to the results, registration on the application used to interact with the customers. 
For example with the McDo campaign Pick N' Play, the brand can check the number of customers asking for their rewards. If a company wants to have a precise quantitative measure of a SoLoMo campaign's success, it can compare the number of coupons or invitations sent with the number of responses. Do people subscribe to the campaign?  
Regarding the qualitative success, it's interesting to check the views and comments in the social medias about the campaign. How the audience interacts with the campaign?
Sharing and referrals are a good way to measure the popularity of a campaign. Today, this is very easy to track (Facebook and Twitter).

What 5 elements are needed for a successful SoLoMo

An interesting image explaining the concept and importance of SoLoMo.

Exercice 5: Predictive MArketing - Hotel FInder

What is predictive marketing give/create an example
Predictive marketing encourages you to move from a reactive to a logic proactive.
Statistical projections find numerous application areas (distribution, finance, logistics...).
It is an interesting data to understand what happened, but not to anticipate what will happen exactly.

Predictive tools are particularly effective in increasing retention rates and allow to have a head start over competitors.

Statistical projections are generally based on business cycles (half of our purchases are controlled by our habits) and are particularly applicable to traffic websites.

The issue of predictive marketing is not to increase the number of customers, but to focus on customers who have the greatest potential value;

Predictive analysis (what will happen) is the logical continuation of the descriptive analysis (what happened), and should logically be followed by an analysis prescriptive (what you do).

Example: An hotel in the Maldives check when customers go to the website. Objective: create appropriate offers and promotions adapted to each type of customers.
What is Google Hotel Finder - How does it related to hotel direct bookings?

It is a search engine which proposes the best offers of hotels. Customers can compare the room rates of hotels and choose the location of the hotel, save their favorites hotels adding the hotels to a "favorite list" and consult it later.
Then the customer has the possibility to book with a Travel Agency or directly in the website of the hotel.


+ Last item - Final assesment: Done!