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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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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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