Southwest Tourism Summit April 24, 2014

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Using Big Data to turn Research Into Your Biggest Weapon

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Southwest Tourism Summit April 24, 2014

  1. 1. Research: Turn Research Into Your Biggest Weapon Southwest Tourism Summit Crested Butte, Colorado April 24, 2014
  2. 2. Research As A Weapon Every business that markets themselves to bring tourists to their door should be using Research to compete for today's Consumer. Participants will: 1. Learn how to use Research to Justify Budgets 2. Navigate the Competitive Landscape 3. Understand Consumer Behavior.
  3. 3. Ground Rules
  4. 4. Data-Driven Research Consideration Intent Awareness Decision Travel Share Qualitative Search, Blogosphere, Social GA, FBI, Email, Search Reservations, Leads Taxes, Surveys Social
  5. 5. Traditional Qualitative Research Consideration Intent Awareness Decision Travel Share It’s exploratory and can aid defining what we don’t know • Focus Groups • Dyads • Triads • Intercepts • Survey Defining your product
  6. 6. Quantitative Research Consideration Intent Awareness Decision Travel Share Tells us what happened • Big Data • Clickstream • Surveys
  7. 7. Budget Defense
  8. 8. Some Markets Respond Nothing speaks like results
  9. 9. What Happens Without Spending Or the lack of them
  10. 10. Accountability Transparency inspires trust
  11. 11. Research As A Weapon Every business that markets themselves to bring tourists to their door should be using Research to compete for today's Consumer. Participants will: 1. Learn how to use Research to Justify Budgets 2. Navigate the Competitive Landscape 3. Understand Consumer Behavior.
  12. 12. Competitive Landscape
  13. 13. Finding Markets
  14. 14. Finding Markets
  15. 15. Market Trends
  16. 16. Know Your Market
  17. 17. We Know Which One Worked
  18. 18. Others, Well ...
  19. 19. Markets Aren’t Just Cities
  20. 20. Research As A Weapon Every business that markets themselves to bring tourists to their door should be using Research to compete for today's Consumer. Participants will: 1. Learn how to use Research to Justify Budgets 2. Navigate the Competitive Landscape 3. Understand Consumer Behavior.
  21. 21. The Weapon: Actionable Feedback
  22. 22. Feeding Research Into Action Consideration Intent Awareness Decision Travel Share Tie Engagement and Signals of Intent into the Consideration data
  23. 23. Research As A Weapon Every business that markets themselves to bring tourists to their door should be using Research to compete for today's Consumer. Participants will: 1. Learn how to use Research to Justify Budgets 2. Navigate the Competitive Landscape 3. Understand Consumer Behavior.
  24. 24. Thank You www.slideshare.net/richardaburrell @richardaburrell www.tourismintelligencegroup.com/indexes

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