Final exam

Final exam online from MBAGS

What is the relationship between digital IQ and revenue growth? 

The Digital IQ is the capacity for a company to understand and use digital to reach customers with a wide range of devices. It is more about integrating technologies in a way the hotel interacts with customers, plans… and that will generate revenue out of it.
Indeed, the higher the digital IQ of a hotel = the higher revenue.
Of course, by having a high digital IQ, that implies that the hotel knows how to reach and interact with the customers in many ways, with a wide range of devices. So, the more present and closer to the customer you are, you can expect to have more feedback and then of course revenue growth. What does digital IQ measure, why is it important to the hotel industry? Digital IQ measures how a company, and here a hotel, understands the different digital ways and devices that could be used to reach the customers. In another way, the digital IQ measures how the hotel spreads his digital vectors to reach the customers. The digital IQ of a hotel is meaningful because nowadays this is the industry that doesn't really understand the fundamental importance of touching the customers through many different digital "medias" and not only through their main website. If hoteliers can understand how to be "Poly-digital" thy will definitely gain on the market. The Hotel business is an international business and digital IQ will help hotels to develop themselves through medias that are by definition international and touching potential and real customers worldwide. We can take as an example Four Seasons that has a high Digital IQ. What are the 4 categories of elements measured in Digital IQ? Please explain what is included in each category. The 4 elements are: -The mobile: (it represents only 20% of digital IQ activity) "Compatibility, optimization, and marketing on smartphones, tablets, and other mobile devices" Some examples of digital activities on mobile: - Mobile site: such as the real hotel website, online :Compatibility, Functionality, Transaction - iOS Applications (iPhone & iPad): Available all the time, very popular , and good functionality, iPad Differentiation -The Website ( 30% of digital IQ activity) "Effectiveness of brand site" - Interactive (pictures and videos on the website) - easy to navigate on (You find directly what you need) Some examples: Site Technology - Site Search & Navigation -The social Media ( 20% of digital IQ activity) "Engagement on major social media platforms, on global and select property accounts" Some examples: - Facebook: "Likes", Growth, Post Frequency, Applications, Responsiveness, Content, Interaction Rate,F-Commerce - Twitter: Followers, Growth, Tweet Frequency, Online The digital Marketing ( 30% of digital IQ activity) "Search, display, and email marketing efforts" - Search: Traffic, SEM, SEO, Web Authority - Display Advertising & Innovation: Access the website through commercial banners & adds positionned on appropriate Platforms: Pinterest, Tumblr, Google+ SOLOMO: How are Solomo campaign success measured? We can measure the success of a Solomo campaign by the impact of the participants first. If the Solomo suggest to register online on a specific website or to download a specific app, we can see quantitatively how many people register and participate. By the way, this is a good way for the companies to collect data of the participants. The other is how the public on the social media talks about the Solomo, the goal is to spread the word and talk about the more as possible on Facebook, twitter... to leave comments. the more the social media talks about it the more it is a success. Then talking about quality success is the effect on the sales maybe. The people who register or talk about are potential customer and the company having the data, they can send incentives, newsletters...moreover by liking on a Facebook page etc... the public will know about new offers and will certainly follow new actions.

Customer discovery path for a hotel from MBAGS

5 elements needed for a successful solomo: -customer oriented=reward so the public will want to play -facility= rapidity to go into the game -simplicity= easy to understand -using mobile device -visibility= in a place where a lot of people can reach the solomo Predictive marketing: Solomo+ personal= predictive marketing. So the idea that you know where I am GPS+ you know what I like (sales/share because of my previous achats)= you provide incentive to buy, provide incentive to share.

At Predictive Marketing, advanced analytics are applied to improve every aspect of the company marketing strategy so they can anticipate the behavior of the customers and propose to him discounts in a specific store for instance. Let's say you are used to buy on line bio products, by geolocalisation, they will send you offers for the new bio product of the new bio store in town.

 Hotel google finder: This is a feature of google to look for hotel and book as well through it pretty soon in France. You can delimit a zone where you want to stay, you can look for the most popular with the comments and reviews, you can create a selection that you can look up afterward. So with this feature will have a higher level of visibility with no need of a OTA. And more visibility means more direct booking. If the customers click on your price on google hotel finder the reservation will be made directly to you and you will just have to pay for the click to google.