Why might it be found underwhelming? Because: Data struggles with context or anything qualitative Data creates bigger haystacks: there&apos;s more noise, more conversation, more data, but not necessarily a proportionately greater number of insights. And, as we’ve noted above, a facet of Big Data is that it has velocity: it is constantly changing.
Oi 2014 Masterclass
MICHAEL BRACKPOOL & BEN HACKETT
Travel & Hospitality Report 2014
What did we learn?
The rich conversation data now available for airlines to mine through social
listening presents a series of opportunities never seen before.
•Listen to customer conversation to truly understand the perception
of your brand and align your strategy accordingly
•Automatically segment your data into specific categories to better
comprehend the quality of your service
•Social can represent a new, responsive and cost effective service