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American Airlines Video

on . Posted in Edelman Videos

Concept:

Revenue Management

Title:

Yield Management at American Airlines - American Airlines Decision Technologies

Video Length:

~35 minutes
Summary: American Airlines Decision Technologies is actively involved in maximizing revenue from airlines flights, railroad runs, hotel rooms, rental car fleets and cruise ships. Yield management controls reservation availability through overbooking, class code control linked to pricing and traffic management. They maximize system revenue is maximized by considering traffic flow through centrally located hub airports. The application of the innovative yield or revenue management system has increased revenue at American Airlines by 5% for a bottom line increase of $1.4 billion over three years.

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AT&T Long Lines Video

on . Posted in Edelman Videos

Concept:

Consumer-Based Marketing Models

Title:

Development, Testing, and Execution of a Marketing Strategy at AT&T Long Lines - AT&T

Video Length:

~35 minutes
Summary: AT&T developed a new marketing strategy for its residential long distance market place. The five year program of market segmentation, ad copy testing and a new ad campaign was tested in a large field experiment. The experiment showed that ad copy changed purchase behavior and that the AT&T should see an additional $100million by implementing the new ad campaign.

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