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.

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. 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. We Will:
•Define Big Data
•Learn How to harness it
•Turn Big Data into knowledge

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. Who
Cares?

6. Who Cares?
The most successful marketers:
1.Harness data & optimize
2.Have content marketing

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. Data Sources

9. Where are the Facts?
Silos: Good for Grain, Not Data

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. How Do We Harness It?

12. Best Practice*

13. Data Quality

14. Turn Big Data into
knowledge
•Competitive Research
•Optimize Engagement
•Measure Social

15. Competitive Research

16. Competition
Are We Winning?
Where? Who? How?

17. Search Volume by Market
Share of Voice
How many people are searching for us in
a Target Market?

18. US Population

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

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

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

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

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

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

25. Competition
Frienemies

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. Timing
DMO A
DMO B

28. Brands
DMO
STO

29. Other Value
•What’s coming downstream
•How effective are you at state level
•Market Share/Share of Voice

30. Optimize Engagement

31. Keywords
Are We Engaging?

32. Keyword Category by Market
Using Big Data, Analytics and other Data to
understand your Audience

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

34. Signal Rate by Keyword Category
Attraction
Brand
Hotels
Trip Planning
To Do

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

37. Keyword Category
Tells us how well we engage
them on what they were thinking
Not Engaging on To Do

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

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

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

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

42. Social Media’s Contribution
What does Social Media contribute to
Conversion?

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

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

45. Search Volume by Market
Share of Voice
Correlation of Branded Search Volume
and Social Media

46. NM Volume, Top Markets
Using Big Data, Analytics and other Data to
understand your Audience

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

50. Engagement
Drive Market

51. Timing
Using Big Data, Analytics and other Data to
understand your Audience

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

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

54. Engagement
Drive Market coming to visit
Friends and Relatives in Dec/Jan
They need what to do

55. Engagement
Drive Market coming to visit
Friends and Relatives in Dec/Jan
Locals need what to do with them

56. Social vs. Marketing Geography
Leads
Likes

57. Social vs. Marketing Geography
Leads
Likes

58. Engagement
Perhaps Email/Web for Leads
Social for Locals

59. We Did:
•Define Big Data
•Learn How to harness it
•Turn Big Data into knowledge

60. Thank You
www.slideshare.net/
richardaburrell