big data the potential for data to improve service and business management by albert solana at big...
DESCRIPTION
The purpose of the study is to make use of the opportunities for the sector, in particular the hotel industry, of incorporating macrodata collected from the electronic activity of anonymous foreign tourists into their market research.TRANSCRIPT
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 [email protected]
@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
1
Back Office digitalization!Product only!Internal data: logistics, financial & production department!ERP!
2
3
4
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/
1
Customer Digital TouchPoints!Product + Added-value Service!Internal & External data: sales, marketing & post-serv. depts!ERP+CRM+SM!
2
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!
1
Products & Services!Product + Sensor + Platform+ Service + Data:!R+D + Data analytics depts!A unique centric database!
2
3
4
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
1
Business Model!Customers: Historical Data!Product Providers: HW, SW, Security, Product materials!Data Management Alliances !
2
3
4
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/
1
New Business Model!
2
3
4
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 [email protected]
@iamtxena
17TH ~ 18th NOV 2014MADRID (SPAIN)