Lincoln Merrihew

Identifying the Consumer’s Path to Purchase in the Automotive Industry

Consumers can access automobile manufacturer websites, third party websites, dealer sites, review sites, the automotive sections of general media sites, and countless social media channels. For vehicles, they can check pricing, specifications, standard & option features, fuel efficiency, MPG and data on warranties and recalls. The variety of information sources is what drives the complexity of the process.

Using Data to Identify Consumer Behavior Trends in the Travel Industry

Is the travel industry facing digital saturation? It almost seems like there are more booking services than there are listings. The same hotel room for a given night can be researched and booked through multiple avenues, such as the hotel’s website, any one of the online travel agencies (OTAs), or one of the numerous hotel review sites.

Touchdown for Super Bowl Automotive Ads?

Image from: Ram Super Bowl / Detroit Free Press The 2013 Super Bowl is now history but its legacy lives on, both in record books and in the world of advertising. As we’ve seen for years, the game’s TV ads get about as much attention as the game itself, including online “leaks” and “teases” before the game and news coverage afterwards. Super Bowl ads are alluring for marketing executives because they’re

CheapOair Creates Turbulence In Travel Industry

Many companies have entered the online travel space; only a minority have truly succeeded.  CheapOair is one of the newer players in the online travel space, founded in 2005.  Nonetheless it’s working hard to create turbulence in the space with a vision of “shaking up the travel industry,” being a “one-stop solution for affordable flights, hotels, cars and vacation packages,” and “dedicated to providing live support 24/7.”1 To assess progress

Chrysler Group Grand Van Plan

Image from: Grand Caravan Dash / www.Dodge.com Chrysler Group recently announced that within a few years it will cull its current two-minivan-lineup to one model.  The Dodge Grand Caravan survives; the Chrysler Town & Country departs to be replaced by a new cross-over.  Ideally Grand Caravan will then capture all potential Grand Caravan buyers as well as would-be Town & Country buyers (and the new Chrysler brand crossover will capture

Google’s Growing Travel Arsenal

Image from: Frommer’s Books / Phandroid Google recently announced it will acquire all the assets of Frommer’s for $23 million from John Wiley & Sons, which acquired it in 2001.  Frommer’s bills itself as “the most trusted name in travel today” and notes that its website, Frommers.com, is “an essential online destination for those planning the perfect travel excursion” (Frommers.com).  The Frommer’s buy comes after a failed attempt to buy

Touchdown for Super Bowl Automotive Ads? [2012 Edition]

Image from: ABC News The 2012 Super Bowl has come and gone and as typical the game’s ads seemed to get as much attention as the game itself, fueled by executives touting their companies’ presence and ad snippets “leaked” in advance.  Again in 2012, many advertisers were automakers.  Compete compared un-aided ad recollection with changes in in-market automotive shopper volume to inform whether these ads were productive in driving near-term

Infiniti JX to Chart New Territory

Acura has sold an average of 45,000 MDX’s per year over the past 5 years and Infiniti has some MDX envy. A keyselling point of the MDX, Infiniti believes, is its packaging including a third row seat—something all Infiniti’s except the industrial-sized Infiniti QX lack. To address that, Infiniti is launching its new Infiniti JX featuring a third row seat. The JX will slot between the QX and smaller FX in

Mixed Results for Facebook Among OTAs

Image from: Travelocity / Facebook With Facebook’s looming IPO, the world will know definitively what the market thinks the site is worth.  Facebook today is much like the internet itself was 10 or 15 years go: businesses felt they had to be out there, but often built first and asked questions later. Many Online Travel Agencies (OTAs) have Facebook pages.  To compare their relative successes, Compete first assessed how many

What’s the Deal with Travel Promotions?

Image from: graph / Shutterstock Deals and discounts have been part of companies’ efforts to drive business since business has existed.  Travel is no exception.  With the recession came the advent of more frugal consumers and, in response, more aggressive use of deals.  The increasing use of digital technologies by travel-researching consumers creates a unique opportunity to gauge the impact and effectiveness of promotions. Compete evaluated several airline promotional efforts

NBA Test of Fans’ Patience

Image from: Christopher Penler / Shutterstock Strikes, labor disputes, and lock-outs are rarely good for a sport in the short-term. The most recent was between the NBA players and the NBA owners, resulting in a lock-out starting July 1st. By the time it ended the NBA season by truncated by two months and 20% of the normal 82 games. The lockout meant an estimated $1 billion in lost television ad revenue,