BIG DATA Impact on DMOs. TTRA June 21, 2013

Transcription

1 BIG DATA Impact on DMOs TTRA June 21, 2013

2 What is BIG DATA? 1. Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. The challenges include capture, curation, storage, search, sharing, transfer, analysis, and visualization. 2. Big data analytics is the process of examining large amounts of data of a variety of types (big data) to uncover hidden patterns, unknown correlations and other useful information. Such information can provide competitive advantages over rival organizations and result in business benefits, such as more effective marketing and increased revenue. 3. The primary goal of big data analytics is to help companies make better business decisions by enabling data scientists and other users to analyze huge volumes of transaction data as well as other data sources that may be left untapped by conventional business intelligence (BI)programs. These other data sources may include Web server logs and Internet clickstream data, social media activity reports, mobile-phone call detail records and information captured by sensors. Some people exclusively associate big data and big data analytics with unstructured data of that sort, but consulting firms like Gartner Inc. and Forrester Research Inc. also consider transactions and other structured data to be valid forms of big data.

3 The 3 Vs - Volume, Velocity, Variety

4 DMO Challenge 1 Harnessing the VARIETY of data Hundreds of thousands or millions of records, rather than petabytes or zettabytes Mostly Monthly Some Weekly & Daily Some Real-Time Internal Metrics Visitor Industry Data Marketing Program Data On-line Analytics Social Media It Feels Endless

5 capture curation storage search sharing transfer analysis visualization

6 SDTA Situation IT Department Oracle Enterprise Implementation Focused on Finance, Sales and Membership Access to Data was through Oracle Discoverer Ilead Tool Development and Support New Website Support Output is again data No time or budget for Marketing Programs, Metrics or External Data; ME and my endless stream of WIDE Data!

7 Data Capture, Curation, and Storage Identified all ongoing sources of data we wanted to track Data wasn t so deep as it was wide Automate everywhere it makes sense Hired freelance IT expert and used Access as the database Convinced CEO to invest in small IT project managed by Marketing Gartner Report: CMOs are now outspending IT on technology

8 Data Capture, Curation and Storage Hundreds of data points from more than 30 sources Automated uploads and manual entry data points

9 Internal Metrics Manual Entry and File Uploads

10 The New Environment Tools built for the Non-IT Analyst to Harness that data What is Different? 1. All data sources can connect to the same tool 2. Not limited to predefined IT-developed cubes 3. Drag and Drop environment for immediate view of the data

11 Air Data for Market Planning example of a new data set From Rows of Data To Useful Insights

12 Convention Center Sales New Data Set Sales Moved back to SDTA Use Different System How to Connect Data Set and Get Insights 1. Run and Export Reports for CC System 2. Replace Data in Excel Files Linked to Access Database 4. Refresh Tableau Linked Tables from Access 3. Refresh Linked Tables in Access, Run Queries

13 Convention Sales Data is a representation of the data but has been altered, and is not accurate

14 View of Accounts By SalesPerson Filter Salesperson

15 Analysis through Visualization rather than traditionally fixed parameters

16 STR Data Example - moving average trend in transient occupancy among competitors

17 View of Hotel Ownership using the Tree Map Sources: City TOT Database, SDTA Lodging Database, SDTA Oracle Membership Database Filters on Click

18 Marketing Access to data and insights average open rates by audience type, trend, industry comparison and improvement

19 Unpaid Promotions by Member Monthly File Upload from Oracle Team uses views when talking to members and media reps Immediately know value and details

20 Visualization of Unstructured Data Website Keywords Understand outliers Understand patterns using text Searching on text Connect search term timing with ad campaign timing Now google API connectors to visualization tools

21 Holiday Travel Dashboards for Media Relations

22 Sharing Staff Have access to all data in one place Workbooks are auto-refreshed to server SDTA Server Connected to Network Credentials Permissions Based Planning and Research Dept. is Admin for system Future of Sharing: Extend to Members and Public

23 Where are we going from here? Growing and Deeper Data Sets or WIDER DATA Analyzing what is related and finding what is important Internal Metrics BIG Data Sets? Google BIG Query Amazon Redshift Industry Data Sources On-line & Social Media Deeper Marketing Data

24 Opportunity is WIDE for our profession grow our value within our organizations! I m behind the curve and overwhelmed! I m adding value! OR Develop your strategy, whether you outsource or do it yourself!

25 Thank you Susan Bruinzeel