Big Data the potential for data to improve service and business management by ALBERT SOLANA at Big Data Spain 2014

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. Analysis of the vast amount of data produced by digital activity opens up a wide range of opportunities for companies to enhance the services they offer and the management of their business.

Transcript

1. DATA IN BUSINESS ALBERT SOLANA CONSULTANT ROCASALVATELLA
2. 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. 3  years  ago   This  is  me  
4. New digital data flows and a real-time processing capacity to provide a better service and oriented to business goals! BIG  DATA  
5. DATA MANAGEMENT: 4-stage digital transformation process Back Office digitalization! 1
6. DATA MANAGEMENT: 4-stage digital transformation process 1 Back Office digitalization! Product only! Internal data: logistics, financial & production department! ERP! 2 3 4
7. DATA MANAGEMENT: 4-stage digital transformation process
8. DATA MANAGEMENT: 4-stage digital transformation process 2 Customer Digital TouchPoints! Source:  h/p://www.garymagnone.com/blog/content-­‐marke;ng-­‐digital-­‐touchpoints/    
9. 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
10. DATA MANAGEMENT: 4-stage digital transformation process
11. DATA MANAGEMENT: 4-stage digital transformation process 3 Products & Services!
12. 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
13. DATA MANAGEMENT: 4-stage digital transformation process
14. DATA MANAGEMENT: 4-stage digital transformation process
15. DATA MANAGEMENT: 4-stage digital transformation process
16. data  channel  management   DATA MANAGEMENT: 4-stage business digital transformation process Social Media Web Blogs, 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 MANAGEMENT SOURCES OF DATA Products Webs & SM Mobile … … NEW SOURCES OF DATA FROM INDIVIDUALS
17. h1p://bit.ly/RSBigDataTourism  (web  document)     h1p://bit.ly/RSBigDataTourismPDF  (PDF  version)  
18.  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
19. 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)
20. Big Data and Tourism 3 Key Players Telefónica Móviles de España Telefónica I+D
21. Big Data and Tourism Main Conclusions Where from? For how long? Where? How much?
22. 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.
23. 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.
24. 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.
25. 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.
26.  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
27. Most  visited  areas  in  Barcelona     by  Russian  tourists    
29. 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
30. data  ecosystem   DATA MANAGEMENT: 4-stage business digital transformation process Running  Shoes  Industry   Nutri;onist  Industry   Medical  Industry   Running  accessories  Industry   Other  Sports  Industries  
31. 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  
32. DATA MANAGEMENT: 4-stage digital transformation process Source:   h/p://nuviun.com/content/ blog/healthcares-­‐big-­‐data-­‐ scramble-­‐and-­‐interoperabilitys-­‐ i-­‐told-­‐you-­‐so    
33. DATA MANAGEMENT: 4-stage digital transformation process Source:   h/p://www.3scale.net/2013/05/the-­‐connected-­‐home-­‐app-­‐ecosystem-­‐panel/    
34. 1 New Business Model! 2 3 4 DATA MANAGEMENT: 4-stage digital transformation process From Product to Service! Customer Digital TouchPoints! Back Office Digitalization!
35. What’s  next?   •  Define  your  posi;on     •  Define  your  data  strategy  &   roadmap   •  Meet  your  data  partners   •  3,  2,  1…  GO!  
36. 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
37. 17TH ~ 18th NOV 2014 MADRID (SPAIN)