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TpM2013: Harro M. Wiersma : Understanding the Impact and the Potential of Big Data in Tourism.
1.
WHT/082311 Understanding
the Impact and Poten3al of Big Data in Tourism Harro M. Wiersma M.Sc. Big Data Guy
2.
WHT/082311 § Harro
M. Wiersma § born 1976 in Groningen, the Netherlands § Master of Science – University of Phoenix (AZ) Computer Information Systems § past: contractor (DBA / Project Management / Team Management) § Manager Database IKEA / Technical Lead Infrastructure Engineering Sunrise / § Department Head Service Engineering Opitz Consulting CH § Head of IT Data Warehouse at PostFinance § current: Big Data Guy – per 01/01/2013 for PriceWaterhouseCoopers § main focus area‘s: Telecom, Finance and Retail. § hobby‘s: golf, whisky, freelance sound engineer and tv producer. § contact: h@rro.wiersma.info WHO AM I © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
3.
WHT/082311 “Keeping Afloat in
a Sea of 'Big Data” ITBusinessEdge “Why big data is a big deal” InfoWorld “The challenge– and opportunity– of big data” McKinsey Quarterly “Getting a Handle on Big Data with Hadoop” Businessweek “Ten reasons why Big Data will change the travel industry” Tnooz “The promise of Big Data” Intelligent Utility BIG DATA BUZZ © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
4.
WHT/082311 VOLUME
VELOCITY VARIETY VERACITY SOCIAL BLOG SMART METER 101100101001 001001101010 101011100101 010100100101 WHAT MAKES DATA BIG DATA © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
5.
WHT/082311 MAIN PROBLEM
– A CLEAR VIEW how can we prevent to get different results from different systems about the same KPI’s? how can we use our own data to support our opera3onal processes? © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
6.
WHT/082311 KEEP A
STRAIGHT FOCUS © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
7.
WHT/082311 BIG DATA
OR RIGHT DATA I‘m not interested in technology. I‘m not interested in data. I am interested in translaLng data into informaLon for decision making. © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
8.
WHT/082311 MORE DATA,
WAY MORE DATA © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
9.
WHT/082311 TRACK TWEETS
... © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
10.
WHT/082311 TRACK EMOTIONS
... www.realeyesit.com © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
11.
WHT/082311 TRACK MOVEMENTS
... www.retailnext.net © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
12.
WHT/082311 Process Process StructureProfit model Finance Network Product Performance Offering Product System Service
Channel Delivery Brand Customer Engagement Innova3on effort Hi Lo Volume of innovation efforts Last 10 years Source: Doblin, Chicago © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
13.
WHT/082311 Hi Lo Cumulative value
creation— Last 10 years Process Process StructureProfit model Finance Network Product Performance Offering Product System Service Channel Delivery Brand Customer Engagement as Mr. Pareto already mentioned in 1897: Less than 2% of projects produce more than 90% of value… Source: Doblin, Chicago vs. value crea3on © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
14.
WHT/082311 NEW POSSIBILITIES
calendar combined with open data about traffic gives Google Now the opLon to alert me when I need to leave for my next appointment © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
15.
WHT/082311 BIG DATA–
BRINGING BUSINESS AND IT STRATEGIES TOGETHER Leveraging untradiLonal sources, social media and transacLonal data to gain the elusive 360 degree view your guests and your business. © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
16.
WHT/082311 DECISION MAKING
© 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
17.
WHT/082311 Many hoteliers
and industry partners can‘t rely anymore on the data provided by their desLnaLon management organizaLons (DMO) since it‘s oaen a couple of months old by the Lme it gets to them. With last-‐minute booking becoming the norm, intelligence therefor requires a near-‐real-‐Lme aspect in order to be usefull for a restaurant owner or hotelier. DECISION MAKING © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
18.
WHT/082311 The challenge
facing the business today is the ability to influence the buyer decisions in a window of opportunity that does not last long. The analyLcs available at a personalizaLon level drives the buyer whether it is choosing a Doctor or booking a hotel. To compete in this new era, businesses need to be driven by data and analyLcs, which are largely different from tradiLonal transacLons and campaigns! Both the “GeneraLon Z” and “Millennial GeneraLon” of buyers will not be swayed by tradiLonal engagement models of selling products and services! FROM TRANSACTIONAL TO BEHAVIOURAL © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
19.
WHT/082311 BEHAVIOURAL BOOKING
© 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
20.
WHT/082311 THE AMADEUS
CASE -‐ TICKET PRICING I © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
21.
WHT/082311 THE AMADEUS
CASE -‐ TICKET PRICING II © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
22.
WHT/082311 THE AMADEUS
CASE -‐ TICKET PRICING III © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
23.
WHT/082311 § Do
not try to implement without integraLon in your current landscape § Find some easy targets, for example your data-‐archive § Collabora3on is key! Learn from other industries § Create cross-‐func3onal teams: IT – Analysts – Business § Champion business value: a ROI is there! § OrganizaLons that don’t leverage the big data that they have, risk losing ground to their compeLtors § Get on it, now! TAKE AWAYS © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
24.
WHT/082311 This is
the moment… Are you ready? Big Data is a Game Changer © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
25.
WHT/082311 QUESTIONS &
ANSWERS Harro M. Wiersma M.Sc. h@rro.wiersma.info © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
26.
WHT/082311 REFERENCE CASE
I -‐ LOGISTICS © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
27.
WHT/082311 REFERENCE CASE
II -‐ FINANCE § no fixed card-‐limit § acLve transacLon monitoring based on: § customer profile § credit raLng firms (4! in the USA) § acLve balance § payment history § result: lower security: payment in profile: only signature, otherwise: pincode or direct contact by phone with AmEx § result: less reversed transacLons (<3%) -‐> lower costs! § result: beoer insight in customers spending -‐> predicLve analyLcs! © 2013 Harro M. Wiersma – 06 December2013 – Tourism Professional MeeLng – HES-‐SO Vallais
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