Final Exam

Exercice 1: Terms definitions

Online hospitality akram nehmé final exam from akram75015

 



Exercice 2: Digital IQ

What is meant by digital IQ ?

Digital IQ is a measure determining how well companies understand the value of technology and weave it into the fabric of their organization.

It not only about using merely using the latest tools or having a large IT budget. It entails actually the ability of integrating and adapting technology into the way a company plans, innovates, interacts with customers and employees, and ultimately creates value.

For a company, growing its Digital IQ can deepen the level of engagement with its customers, employees, and business partners. It helps to improve the return on technology investments by growing the business and by solving business issues.

What are the components of Digital IQ?

To improve its Digital IQ, companies have to take into consideration four main sectors:

The Website

·         Should be easy to understand and to use

·         It has to be interactive

·         It should integrate an efficient reservation system and links to social medias

·         The design has to be carefully done

·         Loyalty programs & customer service should appear

The Digital Marketing

·         Efforts have to be made to optimize search engine, in order to be well referenced

·         Banners & ads have to be visible on appropriate and relevant web sites

·         To be present on emerging platforms such as Pinterest

·         Companies have to use efficiently the Blog and platform like Tripadvisor as the content is generated by other users

The Social Media

·         Facebook: The content has to be relevant, with updating it on a regular basis

·         Twitter: Followers, Tweet frequency, online voice

·         Youtube: In the case of hospitality business, posting videos can provide future guests a good and more concrete overview of the product

The Mobile

·         Companies has to provide a mobile version of the website by ensuring the compatibility of it in most of the Smartphones.

·         IOS / Android / Blackberry applications: Availability, popularity, functionality

·         Mobile innovation: SMS, mobile marketing innovations, geo-localization.

    Exercice 3 : Customer Discovery Path

  

•       Organic search
• ·         Paid search
• ·         Web site
• ·         Widget
• ·         Google Ad
• ·         Social Media
• ·         Mobile app
• ·         OTA
• ·         TO

Exercice 4:  SoLoMo


SoLoMo
What does SoLoMo mean? Well, it means “Social Local Mobile”. Basically, it’s when a tourist with nothing but a bottle of water and a Smartphone, consults the social networks as soon as he/she arrives in a new location.  It’s a simple way for tourists to obtain information about activities in their area and for tourism professionals it’s an efficient way of letting the tourists know that they are there, and happy to welcome them! SoLoMo, which is half-way between technological word-of-mouth and a marketing technique, has become a “must”. We take a close look at this travel device that provides help for tourists on every street corner.
In the tourism sector, which is the leader in e-commerce, SoLoMo has therefore become a “must”.  In fact, we will no longer talk of “e-tourism” but of “connected” or “digital tourism”. A recent Google survey revealed that the number of mobile users who find trip information with their smartphones will increase 51% this year.
The social aspect of SoLoMo represents several advantages, notably regarding the choice of destination. Before the Internet, word-of-mouth was the equivalent of today’s social networks. But in those days it was impossible to get the opinions of 200 friends in just a few seconds.
Nowadays, thanks to the social networks, word-of-mouth has become organized.  According to a survey by Skyscanner, 52% of Facebook users are directly influenced by the photos posted by their friends and 46% of them have already organized or been invited on a trip via this network which boasts 800 million active members. Traveler recommendation sites are also useful for advice and/or warnings. For example, every month TripAdvisor, which boasts over 50 million comments, enables 40 million internet users to make well-informed choices.

5 elements needed for a successful SoLoMo campaign:

-          Promotions

-          Interactivity

-          Booking Tool

-          Mobile app

-          Real Time

How to measure success:

- Sales revenue growth
- Number of customer augmentation
- Fidelization
- Good feedbacks
- Press release, Buzz, ...

 

Exercice 5: Predictive marketing

What is Predictive Marketing?

Predictive marketing is the application of predictive analytics in marketing. It can help you answer the following questions:

What my sales will likely to be for the second half of the year?

Where I should invest my money and resources to get the highest possible ROI?

Where current business operations and marketing practices will take me?

Which customers are most likely to respond to our new social media campaign?

….. and the questions can be endless.

My post is an attempt to unravel the mysteries of the techniques used in ’Predictive Marketing’ and bringing statistics into marketing for the greater good. At that time of writing this post I know only handful of marketers who sell ‘predictive marketing’ as a service. The reason behind this is simple. Predictive marketing is not everybody’s cup of tea.  It is too difficult to learn and equally difficult to implement. This is the main reason of writing this post. I want to make these techniques a bit easier for you to learn and implement.

But once you climbed all the steps and reached to the top, you can actually make predictions which are statistically accurate. All you have to do is to stick with me till the very end of this post.  I know it is a long journey. It took me almost a month to write this post. So it will probably take you couple of days to absorb all the material in this post. But there is no hurry. Take your time. If you can read and absorb all the material in one go then you are just too smart and hats off to you.

I spent awful lot of time in deciding how to present you the course material so that you can quickly learn the basic predictive marketing techniques and apply it to your job/work straight away. In order to learn predictive marketing you need to know or learn ‘linear algebra’ first followed by ‘linear relationship’, ‘correlation’, ‘trends’ and ‘regression’. Once you know all these concepts only then you can proceed to making predictions in a scientific way.

Feel free to skip the section(s) which you think you are familiar with. But remember that each section is built on the knowledge acquired through the previous section. So if you miss something important in one section, it may cost you dearly in the subsequent sections.  I have warned you.

I won’t go down into great details but will just present you the bare minimum you need to know in order to get you going with predictive marketing techniques. Hopefully my post will build a solid foundation for you and you can then dive deeper on your own depending upon your passion level and current situation (marketer, analyst, student etc).