WMTC20: Using Big Data to Drive Results

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March 05, 2020
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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

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Zephyr Conferences

March 05, 2020
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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”?

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  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.

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  15. First let me take a step back.

  16. What is big data for wine?

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  19. Critical Point: The data already exists.

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  23. Let’s make this relevant to our conversation here today.

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  25. CTA One: Global Wine Database

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  29. Adoption rate, Oregon vs California? Australia vs France? Canada vs

    Mexico?
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  31. CTA Two: Application to Tourism

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  34. Curiosity.

  35. Curiosity + Tourist

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  39. Tourism → Ecommerce Ecommerce → DTC

  40. CTA Three: From Tourism to Selling Direct To Consumer

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  42. Ecommerce: Value is high. Volume is low. That’s an opportunity.

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  44. CTA Four: Decentralizing DTC

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  47. CTA Five: Meeting Consumers Where They Are

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  54. Case Study from South Africa: Top 15 Hashtags Used by

    Consumers…
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  56. Case Study from South Africa: Top 15 Hashtags Used by

    the Winery…
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  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.
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  62. The winery, on the other hand, engages primarily Wednesdays and

    Fridays, usually around 7 am and 7 pm.
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  64. Is this meeting consumers where they are?

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  66. Decentralized marketing to wine tourists isn’t happening nearly as much

    as it can be.
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  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

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