bath city studycase: richard veal at #omttech
DESCRIPTION
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.orgTRANSCRIPT
Richard Veal, MD
Presentation to Fitur
Google Places vs DMO Site
DMO Sites Google Places
Design
Functionality
ContentJourney
Experience
Considerations
Accessibility
Usability
Browser Compatibility
Indexability
Delivery
Demo Link
Web Site Usability Evaluation Model
•Alessandro Inversini & Marianna de Pietro•University of Lugano
Project Process
Case Study: Visit Bath
Title Text To Go HereVisitor Numbers
Uni
que
Visi
tors
2 YearsOct 10Nov 08
60,000
120,000
0
40,000
20,000
100,000
80,000
Title Text To Go HereAccommodation Bookings
Book
ings
2 yearsOct 10Nov 08
450
900
0
300
150
750
600
Booking Stats
1088
Demonstrable Impact
258
Booking Stats
>£179,000
Booking Stats
4,000 Bed Nights
Booking Stats
>£15,500 Commission
Month 1
Title Text To Go HereCase Study: Liverpool
Title Text To Go HereInitial Promotion
Uni
que
Visi
tors
MonthFeb 05Nov 03
10,000
60,000
0
20,000
30,000
40,000
50,000
Mar 04Jun 03
Title Text To Go HereRange of web sites
Title Text To Go HereVisitor Numbers
Uni
que
Visi
tors
MonthAug 08Jan 08
150,000
300,000
0
100,000
50,000
250,000
200,000
Demonstrable Impact
6,000 £0.9m £10,00090% 6170,000 £1.8m 3
UniqueVisitors
OutboundCall
Spend
BookingRevenue
%BookingsOnline
CallCentreStaff
How is this achieved?
Alignment of stock available vs that searched for
Acquisition of inventory of the right type and price
Target traffic for accommodation bookings
Affiliate booking pages on key city gateways and events
Link to Example ReportAccommodation Search Log Analysis
Web Log Analysis
Flexibility
Indicative Availability Allocated Availability
BookingSystems
Real-time Channel Mgrs
Aggregates marketing budgets
Destination profile is
raised
Commission earned is re-
invested
Everyone benefits
Justifiable public sector
activity
The Key DMO
Messages
Innovations – Web Ads
Innovations – MouseFlow
Innovations – iPhone App
Top 10 Travel App
Kiosk in your hand
Knows where you
are
True place for reviews
Special Offers
Redemption
Visitor Pays
