big data the potential for data to improve service and business management by albert solana at big...

DATA IN BUSINESS

ALBERT SOLANACONSULTANT ROCASALVATELLA

BIG DATA THE POTENTIAL FOR DATA TO IMPROVE SERVICE AND BUSINESS MANAGEMENT

Big Data Hispano November 17th, 2014

Albert Solana albert@rocasalvatella.com

@iamtxena

3  years  ago  This  is  me  

New digital data flows and a real-time processing capacity to provide a better service and oriented to business goals!

BIG  DATA  

DATA MANAGEMENT: 4-stage digital transformation process

Back Office digitalization!1

DATA MANAGEMENT: 4-stage digital transformation process

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Back Office digitalization!Product only!Internal data: logistics, financial & production department!ERP!

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DATA MANAGEMENT: 4-stage digital transformation process

DATA MANAGEMENT: 4-stage digital transformation process

2 Customer Digital TouchPoints!

Source:  h/p://www.garymagnone.com/blog/content-­‐marke;ng-­‐digital-­‐touchpoints/    

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Customer Digital TouchPoints!Product + Added-value Service!Internal & External data: sales, marketing & post-serv. depts!ERP+CRM+SM!

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3

4

DATA MANAGEMENT: 4-stage digital transformation process

DATA MANAGEMENT: 4-stage digital transformation process

DATA MANAGEMENT: 4-stage digital transformation process

3 Products & Services!

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Products & Services!Product + Sensor + Platform+ Service + Data:!R+D + Data analytics depts!A unique centric database!

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DATA MANAGEMENT: 4-stage digital transformation process

DATA MANAGEMENT: 4-stage digital transformation process

DATA MANAGEMENT: 4-stage digital transformation process

DATA MANAGEMENT: 4-stage digital transformation process

data  channel  management  DATA MANAGEMENT: 4-stage business digital transformation process

Social MediaWebBlogs, forums

Product Data

WEB

Customer Segment n

Customer Segment 2

Customer Segment 1

MASS AUDIENCE & MASS RAW DATA

DATA CRUSH & AUDIENCE SEGMENTATION

TAILORED PRODUCTS & SOLUTIONS

DDBB  External Databases

Products

Webs & SM

Mobile

OWN DATA MANAGEMENTSOURCES OF DATA

Products

Webs & SM

Mobile

…

…

NEW SOURCES OF DATA FROM INDIVIDUALS

h1p://bit.ly/RSBigDataTourism  (web  document)    h1p://bit.ly/RSBigDataTourismPDF  (PDF  version)  

 Present a new methodology for improved analysis and knowledge of the Spanish tourism industry with real data gathered from cellphones and credit card transactions.

 State differences between:

 “to have the data” (Telefónica Móviles España or BBVA)

 “to analyze the data” (Telefónica I+D),

 “to set the specific questions to be answered with the data” (RocaSalvatella).

  Increase hotel industry business with real tourists data

Big Data and Tourism

Study Main Goals

Big Data and Tourism

Definition

 Objectives:  To leverage the data opportunities for the sector, in particular the hotel industry To incorporate big data collected from the real electronic activity of anonymous foreign tourists into their market research.

 Key Challenge: Gather and cross two different datasets (from Telefónica & BBVA)

 2-week data collection (From October 7th to October 21st 2012)

 Barcelona and Madrid (No special holidays or notorious events)

 21 countries studied, 680.928 cellphones and 168.921 credit cards analyzed

Anonymised, aggregate data (meeting requirements of LOPD 15/1999 and its developing regulations, RD 1720/2007, and Ley General de Telecomunicaciones Ley 32/2003)

Big Data and Tourism

3 Key Players

Telefónica Móviles de EspañaTelefónica I+D

Big Data and Tourism

Main Conclusions

Where from?

For how long? Where? How

much?

Big Data and Tourism

Main Conclusions

Where from?

For how long? Where? How

much?

 Tourists who visit Barcelona and Madrid are mainly French, Italian and British (50% of the total number of visitors during the analyzed period).

 First non-european country ranked in 8th position (USA; 4% of total visitors).

 Preferences: Argentinians, Brazilians and Portuguese prioritize Madrid  Nordic countries choose Barcelona.

Big Data and Tourism

Main Conclusions

Where from?

For how long? Where? How

much?

 The average stay is 2.24 days long.

 Same country visitors may present a different behavior patterns depending on the city. For example, India is one of the countries with the longest stays in Madrid but the shortest stays in Barcelona.

Big Data and Tourism

Main Conclusions

Where from?

For how long? Where? How

much?

 The further, the more city-centered.As a general rule, furthest visitors (Japan, China and Brazil…) tend to stay in city centric hotels. On the other hand, visitors from nearby countries such as Portugal, France and Belgium choose accommodation further from the center.

Big Data and Tourism

Main Conclusions

Where from?

For how long? Where? How

much?

 Global average card spending per visitor during their stay was €161.5

 Average card spending per day was €58.5.

 Average spending on accommodation for the entire stay was around €300

 Average accommodation daily expenditure or price per night was €129.

 Capturing more customers and highlighting the countries on which it is recommended to focus marketing.

 Detecting areas of the city in which commercial transactions are carried out, Specially, those referring to accommodation.

 Ensuring the hotel manager provides an attractive product suited to customers’ true needs (ideal length of package offers, information about complementary services demanded by nationalities, etc.)

Big Data and Tourism

Main Recommendations for the hotel industry

Most  visited  areas  in  Barcelona    by  Russian  tourists    

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Business Model!Customers: Historical Data!Product Providers: HW, SW, Security, Product materials!Data Management Alliances !

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DATA MANAGEMENT: 4-stage digital transformation process

data  ecosystem  DATA MANAGEMENT: 4-stage business digital transformation process

Running  Shoes  Industry  

Nutri;onist  Industry  

Medical  Industry  

Running  accessories  Industry   Other  Sports  Industries  

data  ecosystem  DATA MANAGEMENT: 4-stage business digital transformation process

Running  Shoes  Industry  

Nutri;onist  Industry  Medical  Industry  

Running  accessories  Industry   Other  Sports  Industries  

Data  “Productless”  Industry  

DATA MANAGEMENT: 4-stage digital transformation process

Source:  h/p://nuviun.com/content/blog/healthcares-­‐big-­‐data-­‐scramble-­‐and-­‐interoperabilitys-­‐i-­‐told-­‐you-­‐so    

DATA MANAGEMENT: 4-stage digital transformation process

Source:  h/p://www.3scale.net/2013/05/the-­‐connected-­‐home-­‐app-­‐ecosystem-­‐panel/    

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New Business Model!

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DATA MANAGEMENT: 4-stage digital transformation process

From Product to Service!

Customer Digital TouchPoints!

Back Office Digitalization!

What’s  next?  •  Define  your  posi;on    •  Define  your  data  strategy  &  

roadmap  •  Meet  your  data  partners  •  3,  2,  1…  GO!  

www.rocasalvatella.com

BARCELONA!Av. Corts Catalanes 9-11,!08173 St Cugat del Vallès!

(+34) 93 544 24 02!!

MADRID!Gran Via 6, !

28013 Madrid !(+34) 91 523 73 51!

!BOGOTÁ!

Calle 73 No. 7 -31 Of. 303!Bogotá, Colombia!

(571) 3473612!!!!

Thanks!  

Albert Solana albert@rocasalvatella.com

@iamtxena

17TH ~ 18th NOV 2014MADRID (SPAIN)