7. Access to data
+
Customised functionality
=
Ability to ascribe $
8. Quantifying a shift in brand awareness
Find the value relative 1. Market size
to a shift in awareness 2. Awareness change
of your brand or 3. Purchase intent
product 4. Conversion rate
5. Unit profit
9. The brand awareness value equation
The value of brand awareness =
(market size) x (awareness change) x (purchase
intent) x (sales conversion) x (unit profit)
16. Quantifying review value
Find the value of a 1. Market size
specific category or 2. Category size
type of review on Trip 3. Booking percentage
Advisor 4. Unit profit
17. The review value equation
The value of a specific review type =
(total market size) x (category percentage) x
(booking percentage) x (unit profit)