Emeka Ajene

JetBlue’s Creative "All You Can Jet" Boosts Reach

On August 12th, JetBlue announced an All-You-Can-Jet promotion which allows travelers to fly anywhere JetBlue flies as often as they would like within a month for $599. JetBlue ended the program sooner than expected as response was stronger than anticipated. The program had a number of quirks that make it challenging to track the drivers of its success. For example, you could enroll and book only via phone. The phone-based

Airline "˜Twares’ are "˜Cheep’: Measuring Twitter’s Impact on Airline Bookings

Twitter continues to capture the attention and imagination of marketers; the site has posted twenty consecutive months of all time highs in site traffic. Its 23M+ monthly user base (as of July) provides a huge opportunity for brand marketers to directly engage customers, drive brand awareness, and drive revenue. Jetblue, Southwest and United are the most active airline brands on Twitter with approximately 1M, 460K & 30K "˜followers’ respectively (at

Online Hotel Shopping Rebounds in Q1

Each month roughly 22 million US consumers shop for hotel rooms online at hotel supplier sites or online travel agencies — with notable peaks and troughs in the summer and winter months respectively. In Q1 2009, hotel shopper volumes surged to an all-time high 24.5 million monthly shoppers, outpacing the seasonally-strong third quarters in 2008 and 2007. In the fourth quarter of 2008, amidst a challenging economic environment, consumer interest

The Growing Opportunity for Online Travel Sites to Target Social Networks

Social networks have been quite successful in capturing the attention of consumers online. As the level of interaction consumers have with this group of sites continues to grow, the opportunity for travel marketers to leverage these sites to drive brand awareness grows as well. Moreover, social networks are becoming increasingly well-positioned to drive traffic to brands in the online travel industry. From February 2008 to February 2009, the number of

Travel: Demographic Segmentation Still Matters

Last June, in our interview with analytics evangelist Avinash Kaushik, he touched upon a point that is dear to our hearts — "segmentation is key to truly finding any insights from"¦ web data." Indeed, marketers can use segmentation to better understand their consumer base, identify valuable customer groups and develop strategies to proactively target these groups individually. As the web has become more social, the importance of behavioral segmentation has

Search Engines are Re-Shaping Hotel Booking Funnels

Traditionally the online hotel conversion process or funnel has been viewed as consisting of at least 5 basic steps: A consumer visits a hotel website homepage A hotel search is performed A room is selected Personal and credit card information is entered The booking process is completed and a confirmation is viewed In addition to these steps, under the traditional conversion funnel, consumers may choose to click through and view

Following the Money: Marketing to Affluent Internet Users

With affluent Americans making up a greater percentage of the online population than the population at large, there are unique opportunities for online marketers to reach this high-value target segment. One tool media planners can use to accomplish this is Compete’s Behavior Match product suite — a tool that scores the entire web and generates a list of the top several thousand sites matching the segment, in this case, affluent