Understanding the Impact and Poten3al of Big Data in Tourism

Transcription

1 Understanding the Impact and Poten3al of Big Data in Tourism Harro M. Wiersma M.Sc. Big Data Guy

2 WHO AM I 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: h@rro.wiersma.info

3 BIG DATA BUZZ Why big data is a big deal InfoWorld The challenge and opportunity of big data McKinsey Quarterly Ten reasons why Big Data will change the travel industry Tnooz Keeping Afloat in a Sea of 'Big Data ITBusinessEdge Getting a Handle on Big Data with Hadoop Businessweek The promise of Big Data Intelligent Utility

4 WHAT MAKES DATA BIG DATA SOCIAL BLOG SMART METER VOLUME VELOCITY VARIETY VERACITY

5 MAIN PROBLEM A CLEAR VIEW how can we prevent to get different results how from can we different use our systems own data about to support our opera3onal processes? the same KPI s?

6 KEEP A STRAIGHT FOCUS

7 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.

8 MORE DATA, WAY MORE DATA 2013 Harro M. Wiersma 06 December2013 Tourism Professional MeeLng HES- SO Vallais

9 TRACK TWEETS Harro M. Wiersma 06 December2013 Tourism Professional MeeLng HES- SO Vallais

10 TRACK EMOTIONS...

11 TRACK MOVEMENTS Harro M. Wiersma 06 December2013 Tourism Professional MeeLng HES- SO Vallais

12 Innova3on effort Finance Process Offering Delivery Profit model Network Structure Process Product Performance Product System Service Channel Brand Customer Engagement Hi Volume of innovation efforts Last 10 years Lo Source: Doblin, Chicago

13 vs. value crea3on Finance Process Offering Delivery Profit model Network Structure Process Product Performance Product System Service Channel Brand Customer Engagement Hi Cumulative value creation Last 10 years as Mr. Pareto already mentioned in 1897: Less than 2% of projects produce more than 90% of value Lo Source: Doblin, Chicago

14 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

15 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.

16 DECISION MAKING

17 DECISION MAKING 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.

18 FROM TRANSACTIONAL TO BEHAVIOURAL 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!

19 BEHAVIOURAL BOOKING

20 THE AMADEUS CASE - TICKET PRICING I

21 THE AMADEUS CASE - TICKET PRICING II

22 THE AMADEUS CASE - TICKET PRICING III

23 TAKE AWAYS 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!

24 Big Data is a Game Changer This is the moment Are you ready?

25 QUESTIONS & ANSWERS Harro M. Wiersma M.Sc.

26 REFERENCE CASE I - LOGISTICS

27 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!