Using Big Data to Understand the Consumer
TANM Research & Marketing Conference
Insights For Success
October, 2013
Albuquer...
Sources & Uses
Real results are presented from several States,
DMOs, Reservations and Attractions. Your results
may vary s...
We Will:
•Define Big Data
•Learn How to harness it
•Turn Big Data into knowledge
Big Data is:
•A bunch of data so massive and complex it’s
entirely useless
•It requires special technology and techniques
...
Who
Cares?
Who Cares?
The most successful marketers:
1.Harness data & optimize
2.Have content marketing
Data Structure
Visualize >>>

Measures
Measures

Aggregates
Aggregates
Summaries
Summaries

Facts
Facts

Big Data = massiv...
Data Sources
Where are the Facts?
Silos: Good for Grain, Not Data
Data Map

Sources
Signals of Intent to Travel
Reservations, Occupancy Rates, Lodging Tax
Keywords
Social Media
Email
Ad Im...
How Do We Harness It?
Best Practice*
Data Quality
Turn Big Data into
knowledge
•Competitive Research
•Optimize Engagement
•Measure Social
Competitive Research
Competition
Are We Winning?
Where? Who? How?
Search Volume by Market
Share of Voice
How many people are searching for us in
a Target Market?
US Population
Search Volume: NM, AZ, CO

Using Big Data, Analytics and other Data to
understand your Audience
Search Volume: NM, AZ, CO Indexed

Using Big Data, Analytics and other Data to
understand your Audience
Search Volume: NM, AZ

Using Big Data, Analytics and other Data to
understand your Audience
Search Volume: NM, AZ, CO DMOs
Indexed

Using Big Data, Analytics and other Data to
understand your Audience
Search Volume: NM, AZ DMO

Using Big Data, Analytics and other Data to
understand your Audience
Top NM Keywords

Using Big Data, Analytics and other Data to
understand your Audience
Competition
Frienemies
Other Value
•What’s coming downstream
•How effective are you at state level
•Market Share/Share of Voice
•How much goes fr...
Timing
DMO A

DMO B
Brands
DMO

STO
Other Value
•What’s coming downstream
•How effective are you at state level
•Market Share/Share of Voice
Optimize Engagement
Keywords
Are We Engaging?
Keyword Category by Market

Using Big Data, Analytics and other Data to
understand your Audience
Keyword Category by Market:
Non-Brand

Using Big Data, Analytics and other Data to
understand your Audience
Signal Rate by Keyword Category
Attraction
Brand
Hotels
Trip Planning
To Do
Signal Rate by Keyword Category
Attraction
Brand
Hotels
Trip Planning
To Do

Using Big Data, Analytics and other Data to
u...
Signal Rate by Keyword Category
Attraction
Brand
Hotels
Trip Planning
To Do

Using Big Data, Analytics and other Data to
u...
Keyword Category
Tells us how well we engage
them on what they were thinking
Not Engaging on To Do
Channels

Using Big Data, Analytics and other Data to
understand your Audience
Channels

Using Big Data, Analytics and other Data to
understand your Audience
Channels

Using Big Data, Analytics and other Data to
understand your Audience
Channels

Using Big Data, Analytics and other Data to
understand your Audience
Social Media’s Contribution
What does Social Media contribute to
Conversion?
Path To Conversion/Signal

Using Big Data, Analytics and other Data to
understand your Audience
Path To Conversion/Signal

Using Big Data, Analytics and other Data to
understand your Audience
Search Volume by Market
Share of Voice
Correlation of Branded Search Volume
and Social Media
NM Volume, Top Markets

Using Big Data, Analytics and other Data to
understand your Audience
AZ Volume, Top Markets

Using Big Data, Analytics and other Data to
understand your Audience
Engagement
Drive Market
Timing

Using Big Data, Analytics and other Data to
understand your Audience
Timing and RFV (Reason For Visit)

Using Big Data, Analytics and other Data to
understand your Audience
RFV In December

Using Big Data, Analytics and other Data to
understand your Audience
Engagement
Drive Market coming to visit
Friends and Relatives in Dec/Jan
They need what to do
Engagement
Drive Market coming to visit
Friends and Relatives in Dec/Jan
Locals need what to do with them
Social vs. Marketing Geography
Leads

Likes
Social vs. Marketing Geography
Leads

Likes
Engagement
Perhaps Email/Web for Leads
Social for Locals
We Did:
•Define Big Data
•Learn How to harness it
•Turn Big Data into knowledge
Thank You
www.slideshare.net/
richardaburrell
TANM Research and Marketing Conference 2013, Albuquerque, NM
TANM Research and Marketing Conference 2013, Albuquerque, NM
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TANM Research and Marketing Conference 2013, Albuquerque, NM

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Using Big Data to understand the Tourism Consumer. Delivered conclusions from Research on Social Media, Search Volume, Brand and what the consumer is looking for in Content.

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  • not even close
  • not even close
  • not even close
  • knowing what they’re doing, not what they’re telling us
  • Dimensions: HHI, interests, demo, psycho
  • takes years, you’re already behind∂
  • happens to everyone
  • not even close
  • Demographics are used because they suggest Behavior. Until marketing changes Behavior, it’s wasted. We look for the closest thing to Behaviors
  • knowing what they’re doing, not what they’re telling us
  • it’s a behavior, signal
  • AZ better on coasts, NM in Texas and drive market
  • the STO and DMOs grouped, NM holds drive market to the east, not West
  • volume in drive markets
  • off season versus summer, timing very different
  • of the people who went to STO, then DMO, matches, they converted later on DMO Brand by Keyword. Unattributed branding at STO
  • the biggest impact isn’t from increasing budget, it’s increasing signal rate
  • brand, and higher per capita in drive market
  • farther is more planning, drive wants To Do and Attractions
  • most frequent is organic and direct. and most organic is brand
  • it’s a behavior, signal
  • Social Media is neither first nor last
  • it’s a behavior, signal
  • frenzy goes to conversion
  • lots of new, mostly locals
  • FL coming in off season, drive markets are Dec/Jan or Jun/Jul, Extended/West is May but more evenly distributed
  • How many days out are they planning by RFV, content planning
  • content to market, events are drive
  • not even close
  • takes years, you’re already behind∂
  • TANM Research and Marketing Conference 2013, Albuquerque, NM

    1. 1. Using Big Data to Understand the Consumer TANM Research & Marketing Conference Insights For Success October, 2013 Albuquerque, NM R. A. Burrell Using Big Data, Analytics and other Data to understand your Chief Analyst at Internet Honey Audience; what they're doing, what they want and how to use it.
    2. 2. Sources & Uses Real results are presented from several States, DMOs, Reservations and Attractions. Your results may vary significantly. The intention is for demonstrative purposes only. Conversions and Signals are a combination of Reservations, Visitor Guide Requests or other Signals of Intent To Travel.
    3. 3. We Will: •Define Big Data •Learn How to harness it •Turn Big Data into knowledge
    4. 4. Big Data is: •A bunch of data so massive and complex it’s entirely useless •It requires special technology and techniques because it breaks conventional stuff
    5. 5. Who Cares?
    6. 6. Who Cares? The most successful marketers: 1.Harness data & optimize 2.Have content marketing
    7. 7. Data Structure Visualize >>> Measures Measures Aggregates Aggregates Summaries Summaries Facts Facts Big Data = massive Big Data = massive quantities quantities of small data of small data
    8. 8. Data Sources
    9. 9. Where are the Facts? Silos: Good for Grain, Not Data
    10. 10. Data Map Sources Signals of Intent to Travel Reservations, Occupancy Rates, Lodging Tax Keywords Social Media Email Ad Impressions Web Traffic Call Center Welcome Center
    11. 11. How Do We Harness It?
    12. 12. Best Practice*
    13. 13. Data Quality
    14. 14. Turn Big Data into knowledge •Competitive Research •Optimize Engagement •Measure Social
    15. 15. Competitive Research
    16. 16. Competition Are We Winning? Where? Who? How?
    17. 17. Search Volume by Market Share of Voice How many people are searching for us in a Target Market?
    18. 18. US Population
    19. 19. Search Volume: NM, AZ, CO Using Big Data, Analytics and other Data to understand your Audience
    20. 20. Search Volume: NM, AZ, CO Indexed Using Big Data, Analytics and other Data to understand your Audience
    21. 21. Search Volume: NM, AZ Using Big Data, Analytics and other Data to understand your Audience
    22. 22. Search Volume: NM, AZ, CO DMOs Indexed Using Big Data, Analytics and other Data to understand your Audience
    23. 23. Search Volume: NM, AZ DMO Using Big Data, Analytics and other Data to understand your Audience
    24. 24. Top NM Keywords Using Big Data, Analytics and other Data to understand your Audience
    25. 25. Competition Frienemies
    26. 26. Other Value •What’s coming downstream •How effective are you at state level •Market Share/Share of Voice •How much goes from STO Brand to Industry Partners Unattributed
    27. 27. Timing DMO A DMO B
    28. 28. Brands DMO STO
    29. 29. Other Value •What’s coming downstream •How effective are you at state level •Market Share/Share of Voice
    30. 30. Optimize Engagement
    31. 31. Keywords Are We Engaging?
    32. 32. Keyword Category by Market Using Big Data, Analytics and other Data to understand your Audience
    33. 33. Keyword Category by Market: Non-Brand Using Big Data, Analytics and other Data to understand your Audience
    34. 34. Signal Rate by Keyword Category Attraction Brand Hotels Trip Planning To Do
    35. 35. Signal Rate by Keyword Category Attraction Brand Hotels Trip Planning To Do Using Big Data, Analytics and other Data to understand your Audience
    36. 36. Signal Rate by Keyword Category Attraction Brand Hotels Trip Planning To Do Using Big Data, Analytics and other Data to understand your Audience
    37. 37. Keyword Category Tells us how well we engage them on what they were thinking Not Engaging on To Do
    38. 38. Channels Using Big Data, Analytics and other Data to understand your Audience
    39. 39. Channels Using Big Data, Analytics and other Data to understand your Audience
    40. 40. Channels Using Big Data, Analytics and other Data to understand your Audience
    41. 41. Channels Using Big Data, Analytics and other Data to understand your Audience
    42. 42. Social Media’s Contribution What does Social Media contribute to Conversion?
    43. 43. Path To Conversion/Signal Using Big Data, Analytics and other Data to understand your Audience
    44. 44. Path To Conversion/Signal Using Big Data, Analytics and other Data to understand your Audience
    45. 45. Search Volume by Market Share of Voice Correlation of Branded Search Volume and Social Media
    46. 46. NM Volume, Top Markets Using Big Data, Analytics and other Data to understand your Audience
    47. 47. AZ Volume, Top Markets Using Big Data, Analytics and other Data to understand your Audience
    48. 48. Engagement Drive Market
    49. 49. Timing Using Big Data, Analytics and other Data to understand your Audience
    50. 50. Timing and RFV (Reason For Visit) Using Big Data, Analytics and other Data to understand your Audience
    51. 51. RFV In December Using Big Data, Analytics and other Data to understand your Audience
    52. 52. Engagement Drive Market coming to visit Friends and Relatives in Dec/Jan They need what to do
    53. 53. Engagement Drive Market coming to visit Friends and Relatives in Dec/Jan Locals need what to do with them
    54. 54. Social vs. Marketing Geography Leads Likes
    55. 55. Social vs. Marketing Geography Leads Likes
    56. 56. Engagement Perhaps Email/Web for Leads Social for Locals
    57. 57. We Did: •Define Big Data •Learn How to harness it •Turn Big Data into knowledge
    58. 58. Thank You www.slideshare.net/ richardaburrell

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