Understanding the Impact and potential of Big Data in Tourism · in a Sea of 'Big Data”...

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Understanding the Impact and Poten3al of Big Data in Tourism

Harro M. Wiersma M.Sc. Big Data Guy

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§  Harro M. Wiersma

§  born 1976 in Groningen, the Netherlands

§  Master of Science – University of Phoenix (AZ)

Computer Information Systems

§  past: contractor (DBA / Project Management / Team Management)

§  Manager Database IKEA / Technical Lead Infrastructure Engineering Sunrise /

§  Department Head Service Engineering Opitz Consulting CH

§  Head of IT Data Warehouse at PostFinance

§  current: Big Data Guy – per 01/01/2013 for PriceWaterhouseCoopers

§  main focus area‘s: Telecom, Finance and Retail.

§  hobby‘s: golf, whisky, freelance sound engineer and tv producer.

§  contact: [email protected]

WHO AM I

© 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais

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“Keeping Afloat in a Sea of 'Big Data” ITBusinessEdge

“Why big data is a big deal” InfoWorld

“The challenge– and opportunity– of big data” McKinsey Quarterly

“Getting a Handle on Big Data with Hadoop” Businessweek

“Ten reasons why Big Data will change the travel industry” Tnooz

“The promise of Big Data” Intelligent Utility

BIG DATA BUZZ


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VOLUME VELOCITY VARIETY VERACITY

SOCIAL

BLOG

SMART METER

101100101001001001101010101011100101010100100101

WHAT MAKES DATA BIG DATA


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MAIN PROBLEM – A CLEAR VIEW

how can we prevent to get different results from different systems

about

the same KPI’s?

how can we use our own data

to

support our opera3onal processes?


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KEEP A STRAIGHT FOCUS


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BIG DATA OR RIGHT DATA

I‘m not interested in technology.

I‘m not interested in data.

I am interested in translaLng data into informaLon for decision making.


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MORE DATA, WAY MORE DATA


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TRACK TWEETS ...


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TRACK EMOTIONS ...

www.realeyesit.com


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TRACK MOVEMENTS ...

www.retailnext.net


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Process

Process Structure

Profit model

Finance Network

Product Performance

Offering Product System

Service

Channel

Delivery Brand

Customer Engagement

Innova3on effort

Hi

Lo

Volume of innovation efforts Last 10 years

Source: Doblin, Chicago


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Hi

Lo

Cumulative value creation— Last 10 years

Process

Process Structure

Profit model

Finance Network

Product Performance

Offering Product System

Service

Channel

Delivery Brand

Customer Engagement

as Mr. Pareto already mentioned in 1897: Less than 2% of projects produce more than 90% of value…

Source: Doblin, Chicago

vs. value crea3on


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NEW POSSIBILITIES

calendar combined with open data about traffic gives Google Now the opLon to alert me when I need to leave for my next appointment


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BIG DATA– BRINGING BUSINESS AND IT STRATEGIES TOGETHER

Leveraging untradiLonal sources, social media and transacLonal data to

gain the elusive 360 degree view your guests and your business.


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DECISION MAKING


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Many hoteliers and industry partners can‘t rely anymore on the data provided by their desLnaLon management organizaLons (DMO) since it‘s oaen a couple of months old by the Lme it gets to them.

With last-‐minute booking becoming the norm, intelligence

therefor requires a near-‐real-‐Lme aspect in order to be usefull for a restaurant owner or hotelier.

DECISION MAKING


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The challenge facing the business today is the ability to influence the buyer

decisions in a window of opportunity that does not last long. The analyLcs available at a personalizaLon level drives the buyer whether it is choosing a Doctor or booking a hotel.

To compete in this new era, businesses need to be driven by data and analyLcs, which are largely different from tradiLonal transacLons and campaigns!

Both the “GeneraLon Z” and “Millennial GeneraLon” of buyers will not be swayed by tradiLonal engagement models of selling products and services!

FROM TRANSACTIONAL TO BEHAVIOURAL


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BEHAVIOURAL BOOKING


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THE AMADEUS CASE -‐ TICKET PRICING I


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THE AMADEUS CASE -‐ TICKET PRICING II


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THE AMADEUS CASE -‐ TICKET PRICING III


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§  Do not try to implement without integraLon in your current landscape

§  Find some easy targets, for example your data-‐archive

§  Collabora3on is key! Learn from other industries

§  Create cross-‐func3onal teams: IT – Analysts – Business

§  Champion business value: a ROI is there!

§  OrganizaLons that don’t leverage the big data that they have, risk losing ground to their compeLtors

§  Get on it, now!

TAKE AWAYS


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This is the moment… Are you ready?

Big Data is a Game Changer


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QUESTIONS & ANSWERS

Harro M. Wiersma M.Sc.

[email protected]


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REFERENCE CASE I -‐ LOGISTICS


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REFERENCE CASE II -‐ FINANCE

§  no fixed card-‐limit

§  acLve transacLon monitoring based on:

§  customer profile

§  credit raLng firms (4! in the USA)

§  acLve balance

§  payment history

§  result: lower security: payment in profile: only signature, otherwise: pincode or direct contact by phone with AmEx

§  result: less reversed transacLons (<3%) -‐> lower costs!

§  result: beoer insight in customers spending -‐> predicLve analyLcs!


Understanding the Impact and potential of Big Data in Tourism · in a Sea of 'Big Data”...

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