WMTC20: Using Big Data to Drive Results

Big data is the wave of the future – do you know how to use it? This session will provide an overview of data analytics, explore what metrics are important and why, and how to get the most out of your data to maximize exposure and sales. Presented by Cathy Hughye, Enolytics

Transcript

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