David Turnbull, cofounder and CCO Snapshot, at Travel Tech Conference Russia 2017 (http://traveltechcon.ru/eng). "As the debate surrounding the dominance of OTA's and who truly "owns" the customer intensifies, David takes an amusing but critical look at the current state of data management within the hospitality sector and why this is preventing the significant leaps in customer experience achieved by other industries". Subscribe to TTCR news: http://eepurl.com/cnhNvH

1. Where Hotels and Great
Technology Get Together
Travel Tech Conference Russia
Moscow
5th October 2017

2. 2

3. 3
How to get
value out of
this?

4. In the
kingdom
of the blind,
the one eyed
man is king
desiderius erasmus

5. Before Now
Once, technology favoured companies
– now it empowers customers

6. 1980 1990 2000 2010
Age of
Manufacturing
Age of
distribution
Age of
information
Age of
the customer
Beyond
The age of the customer

7. Consumers want
to be treated like royalty

8. BIG Data

9. Big Data
is what you call data when it
becomes hard to deal with

10. www.snapshot.travel
10
YOU: 9AM NEXT MONDAY (PART 1)

11. 11
Where Big Data is used
Marketing
Everyone Else
Finance
Effective Use
Source:
Own potentially biased observations

12. 12
Where Big Data is used
Marketing
Everyone Else
Finance
Potential Use
Source:
Own potentially biased observations

13. Businesses often
think of BI, Data,
Analytics as a set of
historical reports
and dashboards

14. HISTORY
FUTURE
….But analytics is also about the future

15. Big data
isn’t just about lakes

16. r
….its also about
raging torrents of
data

17. Analyzing data lakes versus streams
• Collects data in real-time
• Multiple sources of data
• Immediately fed to streaming application
• Analytics run continuously
• Insights used to proactively adjust
immediate and future actions
• Ingested and stored data warehouse
• Multiple sources of data
• Analytics run weekly, daily or hourly
• Insights used to modify future actions
StreamsLakes

18. Live data is flowing
by and value is
slipping away

19. We call these in-the moment advantages:
Perishable Insights
Insights that can provide incredible value but
the value expires and evaporates once
the moment is gone

20. MACHINE
LEARNING

21. MACHINE LEARNING
A machine learning
algorithm is a system
that derives a set of rules
based on a set of data
It is based on
systematic observation,
double-checking
and cross-validation
There is no magic, just
data - and without data
there is no magic either
Programs that write Programs

22. “ What do you do
when you have a
problem you cant
solve? ”
“Just delegate it
and make it
someone else’s
problem! ”

23. The cloud.
Also know as:
“someone else’s problem”

24. “Show me the
money value!”

25. Data Sanity

26. Esteem
Belonging
Safety
Physiological
Self-
Actualisation

27. “Data has Human Needs, too”
- Abraham Maslov
probably never said this….
but its true

28. Analysis
Storage
Collection
Prediction
Decision

29. How Data-Driven Decisions CURRENTLY work
Computer
Collects
Human
Decides
Computer
Stores
Human
Analyzes
Human
Predicts

30. Communication Breakdown,
Its always the same. I’m
having a nervous breakdown,
Drive me insane!
Led Zepplin

31. How Data-Driven Decisions REALLY work
Computer
Collects
Human
Decides
Computer
Stores
Human
Analyzes
COMMUNICATION
BREAKDOWN
Human
Predicts!

32. How Data-Driven Decisions REALLY SHOULD work
Computer
Collects
Computer
Decides
Computer
Stores
Computer
Analyzes
Computer
Predicts

33. 33
How Data-Driven Decisions ACTUALLY Work
Dilbert

34. How Data-Driven Decisions ACTUALLY work
• Drill-down analysis ... misunderstood or distorted
• Metrics dashboards ... contradictory and confusing
• Monthly reports ... ignored after two iterations
• In-house analyst teams ... Overworked and powerless
COMMUNICATION
BREAKDOWN

35. “Prejudice against
algorithms is magnified
when the decisions are
consequential.”
- Daniel Kahneman

36. 3
6
99.9% of all business decisions
can be automated
- Everyone at SnapShot, all the time

37. 3
7
How Decisions are Being Made

38. 3
8
90% No Decision is made

39. 3
9
NEW
“Making no Decision is
a decision. To do
nothing. And nothing
always brings you
nowhere ”
- Robin Sharma

40. 4
0
Business Rules for Beginners
.
do nothing.
Not doing anything is the simplest business rule
in the world – And also the most popular

41. 4
1
9% Decision Follows Rule

42. 4
2
Advanced Business Rules
.
Computers are machines following rules. This means business
rules are programs.

43. 4
3
1% Human Decision Making

44. 4
4
Human Decision
Making has two
systems – and
only one is
rational
Left brain Right brain

45. “ The hard
problems are easy
and the easy
problems are hard”
Steven Pinker describing Moravec’s Paradox

46. 65 5 33 15
23 10 5 80
76 99 45 75

47. 6 27 48 11
30 55 87 91
76 18 1 64

48. Correct Result

49. Correct Result
1.045

50. Can you
spot
the odd
one out

51. “ All of us would be
better investors if
we just made fewer
decisions ”
- Daniel Kahneman

52. “ I feel deeply uncomfortable
with that but it may be that for
some tasks machines can make
these decisions more
effectively and efficiently ”
- Daniel Susskind

53. They are not just faster and cheaper,
they are also better at making
decisions

55. “The best chess players in the world
are ‘centaurs’, amalgamated teams
of humans and algorithms”

57. “ More than 40% of the
actions people
performed each day
aren’t actual decisions,
but habits ”
- Charles Duhigg

58. Its officially time to
FREAK OUT

60. The Hotel Conundrum

61. DATA IS THE NEW SOIL
David McCandless

63. YOU: 9AM NEXT MONDAY (PART 2)
Where is the updated
budget?
I emailed it, but use the
9am one, not the 8:55 am
one…
Is that the one called
“final”? No, the one called “FINAL
FINAL”. Never mind, I’ll
send it again.

64. Friction

65. Take Aways

66. KEEP
CALM
AND
CURATE YOUR
DATA
YOUR DATA

67. Analysis
Storage
Collection
Prediction
Decision

68. Gather all your
data for one
arrival date and
prepare it for
deeper analysis

69. Now analyze the heck out of it
– every which way

70. Executability
Understandability
Predictability
Data Availability

72. DATA IS THE NEW SOIL
David McCandless

73. 7
3
w w w . s n a p s h o t . t r a v e l