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Using Big Data to Drive Results PREPARED FOR: WINE MARKETING & TOURISM CONFERENCE PREPARED BY: ENOLYTICS MARCH 5, 2020
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What is the real “elephant in the room”?
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Decentralized marketing to wine tourists isn’t happening nearly as much as it can be.
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And that’s the real elephant in the room.
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Let me tell you a story.
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First let me take a step back.
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What is big data for wine?
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Critical Point: The data already exists.
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Let’s make this relevant to our conversation here today.
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CTA One: Global Wine Database
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Adoption rate, Oregon vs California? Australia vs France? Canada vs Mexico?
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CTA Two: Application to Tourism
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Curiosity.
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Curiosity + Tourist
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Tourism → Ecommerce Ecommerce → DTC
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CTA Three: From Tourism to Selling Direct To Consumer
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Ecommerce: Value is high. Volume is low. That’s an opportunity.
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CTA Four: Decentralizing DTC
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CTA Five: Meeting Consumers Where They Are
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Case Study from South Africa: Top 15 Hashtags Used by Consumers…
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Case Study from South Africa: Top 15 Hashtags Used by the Winery…
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Point of Difference? Emotion.
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Let’s look at time of day and day of week…
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Consumers engage primarily on weekends, with activity peaking around 4 pm.
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The winery, on the other hand, engages primarily Wednesdays and Fridays, usually around 7 am and 7 pm.
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Is this meeting consumers where they are?
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Decentralized marketing to wine tourists isn’t happening nearly as much as it can be.
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CTA One: Global Wine Database
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CTA Two: Application to Tourism
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CTA Three: From Tourism to Selling Direct To Consumer
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CTA Four: Decentralizing DTC
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CTA Five: Meeting Consumers Where They Are
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Five areas of digital fluency. One major takeaway.
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“If we didn’t collaborate, we wouldn’t have a reason to exist.”
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Every one of us can take action individually. Imagine how much more powerful it would be, with our groups.
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Think about it.
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Thank you. Cathy Huyghe
[email protected]
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