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WHT/082311	
  
	
  
Understanding	
  the	
  Impact	
  and	
  Poten3al	
  	
  
of	
  Big	
  Data	
  in	
  Tourism	
  
	
  
Harro	
  M.	
  Wiersma	
  M.Sc.	
  
Big	
  Data	
  Guy	
  
WHT/082311	
  
§  Harro M. Wiersma
§  born 1976 in Groningen, the Netherlands
§  Master of Science – University of Phoenix (AZ)
Computer Information Systems
§  past: contractor (DBA / Project Management / Team Management)
§  Manager Database IKEA / Technical Lead Infrastructure Engineering Sunrise /
§  Department Head Service Engineering Opitz Consulting CH
§  Head of IT Data Warehouse at PostFinance
§  current: Big Data Guy – per 01/01/2013 for PriceWaterhouseCoopers
§  main	
  focus	
  area‘s:	
  Telecom,	
  Finance	
  and	
  Retail.	
  
§  hobby‘s:	
  golf,	
  whisky,	
  freelance	
  sound	
  engineer	
  and	
  tv	
  producer.	
  
§  contact: h@rro.wiersma.info
WHO	
  AM	
  I	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
“Keeping Afloat
in a Sea of 'Big
Data”
ITBusinessEdge	
  	
  
“Why big data
is a big deal”
InfoWorld	
  
“The challenge–
and opportunity–
of big data”
McKinsey	
  Quarterly	
  
“Getting a Handle
on Big Data with
Hadoop”
Businessweek
“Ten reasons why
Big Data will
change the travel
industry”
Tnooz
“The promise of
Big Data”
Intelligent Utility
BIG	
  DATA	
  BUZZ	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
VOLUME	
   VELOCITY	
   VARIETY	
   VERACITY	
  
SOCIAL
BLOG
SMART
METER
	
  	
  
101100101001
001001101010
101011100101
010100100101
WHAT	
  MAKES	
  DATA	
  BIG	
  DATA	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
MAIN	
  PROBLEM	
  –	
  A	
  CLEAR	
  VIEW	
  
how can we prevent to get different results
from different systems
about
the same KPI’s?
	
  
how	
  can	
  we	
  use	
  our	
  own	
  data	
  
to	
  
support	
  our	
  opera3onal	
  processes?	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
KEEP	
  A	
  STRAIGHT	
  FOCUS	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
BIG	
  DATA	
  OR	
  RIGHT	
  DATA	
  
I‘m	
  not	
  interested	
  in	
  technology.	
  
I‘m	
  not	
  interested	
  in	
  data.	
  	
  
I	
  am	
  interested	
  in	
  translaLng	
  data	
  into	
  informaLon	
  for	
  
decision	
  making.	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
MORE	
  DATA,	
  WAY	
  MORE	
  DATA	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
TRACK	
  TWEETS	
  ...	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
TRACK	
  EMOTIONS	
  ...	
  
www.realeyesit.com	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
TRACK	
  MOVEMENTS	
  ...	
  
www.retailnext.net	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
Process
Process
StructureProfit
model
Finance
Network Product
Performance
Offering
Product
System
Service Channel
Delivery
Brand Customer
Engagement
Innova3on	
  effort	
  
Hi
Lo
Volume of innovation efforts
Last 10 years
Source: Doblin, Chicago
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
Hi
Lo
Cumulative value creation—
Last 10 years
Process
Process
StructureProfit
model
Finance
Network Product
Performance
Offering
Product
System
Service Channel
Delivery
Brand Customer
Engagement
as Mr. Pareto already mentioned in 1897:
Less than 2% of projects
produce more than 90% of
value…
Source: Doblin, Chicago
vs.	
  value	
  crea3on	
  	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
NEW	
  POSSIBILITIES	
  
calendar	
  combined	
  with	
  open	
  data	
  about	
  traffic	
  
gives	
  Google	
  Now	
  the	
  opLon	
  to	
  alert	
  me	
  when	
  I	
  
need	
  to	
  leave	
  for	
  my	
  next	
  appointment	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
BIG	
  DATA–	
  BRINGING	
  BUSINESS	
  AND	
  IT	
  STRATEGIES	
  TOGETHER	
  
	
  
Leveraging	
  untradiLonal	
  sources,	
  social	
  media	
  and	
  transacLonal	
  data	
  to	
  
gain	
  the	
  elusive	
  360	
  degree	
  view	
  your	
  guests	
  and	
  your	
  business.	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
DECISION	
  MAKING	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
Many	
  hoteliers	
  and	
  industry	
  partners	
  can‘t	
  rely	
  anymore	
  on	
  
the	
  data	
  provided	
  by	
  their	
  desLnaLon	
  management	
  
organizaLons	
  (DMO)	
  since	
  it‘s	
  oaen	
  a	
  couple	
  of	
  months	
  
old	
  by	
  the	
  Lme	
  it	
  gets	
  to	
  them.	
  
	
  
With	
  last-­‐minute	
  booking	
  becoming	
  the	
  norm,	
  intelligence	
  
therefor	
  requires	
  a	
  near-­‐real-­‐Lme	
  aspect	
  in	
  order	
  to	
  be	
  
usefull	
  for	
  a	
  restaurant	
  owner	
  or	
  hotelier.	
  
DECISION	
  MAKING	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
The	
  challenge	
  facing	
  the	
  business	
  today	
  is	
  the	
  ability	
  to	
  influence	
  the	
  buyer	
  
decisions	
  in	
  a	
  window	
  of	
  opportunity	
  that	
  does	
  not	
  last	
  long.	
  The	
  analyLcs	
  
available	
  at	
  a	
  personalizaLon	
  level	
  drives	
  the	
  buyer	
  whether	
  it	
  is	
  choosing	
  a	
  
Doctor	
  or	
  booking	
  a	
  hotel.	
  
To	
  compete	
  in	
  this	
  new	
  era,	
  businesses	
  need	
  to	
  be	
  driven	
  by	
  data	
  and	
  analyLcs,	
  
which	
  are	
  largely	
  different	
  from	
  tradiLonal	
  transacLons	
  and	
  campaigns!	
  
Both	
  the	
  “GeneraLon	
  Z”	
  and	
  “Millennial	
  GeneraLon”	
  of	
  buyers	
  will	
  not	
  be	
  
swayed	
  by	
  tradiLonal	
  engagement	
  models	
  of	
  selling	
  products	
  and	
  services!	
  
FROM	
  TRANSACTIONAL	
  TO	
  BEHAVIOURAL	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
BEHAVIOURAL	
  BOOKING	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
THE	
  AMADEUS	
  CASE	
  -­‐	
  TICKET	
  PRICING	
  I	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
THE	
  AMADEUS	
  CASE	
  -­‐	
  TICKET	
  PRICING	
  II	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
THE	
  AMADEUS	
  CASE	
  -­‐	
  TICKET	
  PRICING	
  III	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
§  Do	
  not	
  try	
  to	
  implement	
  without	
  integraLon	
  in	
  your	
  current	
  
landscape	
  
§  Find	
  some	
  easy	
  targets,	
  for	
  example	
  your	
  data-­‐archive	
  
§  Collabora3on	
  is	
  key!	
  Learn	
  from	
  other	
  industries	
  
§  Create	
  cross-­‐func3onal	
  teams:	
  	
  IT	
  –	
  Analysts	
  –	
  Business	
  
§  Champion	
  business	
  value:	
  a	
  ROI	
  is	
  there!	
  
§  OrganizaLons	
  that	
  don’t	
  leverage	
  the	
  big	
  data	
  that	
  they	
  have,	
  risk	
  
losing	
  ground	
  to	
  their	
  compeLtors	
  
§  Get	
  on	
  it,	
  now!	
  
	
  
	
  
TAKE	
  AWAYS	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
This is the moment…
Are you ready?
Big	
  Data	
  is	
  a	
  Game	
  Changer	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
QUESTIONS	
  &	
  ANSWERS	
  
Harro M. Wiersma M.Sc.
h@rro.wiersma.info
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
REFERENCE	
  CASE	
  I	
  -­‐	
  LOGISTICS	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  
WHT/082311	
  
REFERENCE	
  CASE	
  II	
  -­‐	
  FINANCE	
  
§  no	
  fixed	
  card-­‐limit	
  
§  acLve	
  transacLon	
  monitoring	
  based	
  on:	
  
§  customer	
  profile	
  
§  credit	
  raLng	
  firms	
  (4!	
  in	
  the	
  USA)	
  
§  acLve	
  balance	
  
§  payment	
  history	
  
§  result:	
  lower	
  security:	
  payment	
  in	
  profile:	
  only	
  signature,	
  
otherwise:	
  pincode	
  or	
  direct	
  contact	
  by	
  phone	
  with	
  AmEx	
  
§  result:	
  less	
  reversed	
  transacLons	
  (<3%)	
  -­‐>	
  lower	
  costs!	
  
§  result:	
  beoer	
  insight	
  in	
  customers	
  spending	
  -­‐>	
  predicLve	
  analyLcs!	
  
©	
  2013	
  Harro	
  M.	
  Wiersma	
  –	
  06	
  December2013	
  –	
  Tourism	
  Professional	
  MeeLng	
  –	
  HES-­‐SO	
  Vallais	
  

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TpM2013: Harro M. Wiersma : Understanding the Impact and the Potential of Big Data in Tourism.

  • 1. WHT/082311     Understanding  the  Impact  and  Poten3al     of  Big  Data  in  Tourism     Harro  M.  Wiersma  M.Sc.   Big  Data  Guy  
  • 2. WHT/082311   §  Harro M. Wiersma §  born 1976 in Groningen, the Netherlands §  Master of Science – University of Phoenix (AZ) Computer Information Systems §  past: contractor (DBA / Project Management / Team Management) §  Manager Database IKEA / Technical Lead Infrastructure Engineering Sunrise / §  Department Head Service Engineering Opitz Consulting CH §  Head of IT Data Warehouse at PostFinance §  current: Big Data Guy – per 01/01/2013 for PriceWaterhouseCoopers §  main  focus  area‘s:  Telecom,  Finance  and  Retail.   §  hobby‘s:  golf,  whisky,  freelance  sound  engineer  and  tv  producer.   §  contact: h@rro.wiersma.info WHO  AM  I   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 3. WHT/082311   “Keeping Afloat in a Sea of 'Big Data” ITBusinessEdge     “Why big data is a big deal” InfoWorld   “The challenge– and opportunity– of big data” McKinsey  Quarterly   “Getting a Handle on Big Data with Hadoop” Businessweek “Ten reasons why Big Data will change the travel industry” Tnooz “The promise of Big Data” Intelligent Utility BIG  DATA  BUZZ   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 4. WHT/082311   VOLUME   VELOCITY   VARIETY   VERACITY   SOCIAL BLOG SMART METER     101100101001 001001101010 101011100101 010100100101 WHAT  MAKES  DATA  BIG  DATA   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 5. WHT/082311   MAIN  PROBLEM  –  A  CLEAR  VIEW   how can we prevent to get different results from different systems about the same KPI’s?   how  can  we  use  our  own  data   to   support  our  opera3onal  processes?   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 6. WHT/082311   KEEP  A  STRAIGHT  FOCUS   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 7. WHT/082311   BIG  DATA  OR  RIGHT  DATA   I‘m  not  interested  in  technology.   I‘m  not  interested  in  data.     I  am  interested  in  translaLng  data  into  informaLon  for   decision  making.   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 8. WHT/082311   MORE  DATA,  WAY  MORE  DATA   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 9. WHT/082311   TRACK  TWEETS  ...   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 10. WHT/082311   TRACK  EMOTIONS  ...   www.realeyesit.com   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 11. WHT/082311   TRACK  MOVEMENTS  ...   www.retailnext.net   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 12. WHT/082311   Process Process StructureProfit model Finance Network Product Performance Offering Product System Service Channel Delivery Brand Customer Engagement Innova3on  effort   Hi Lo Volume of innovation efforts Last 10 years Source: Doblin, Chicago ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 13. WHT/082311   Hi Lo Cumulative value creation— Last 10 years Process Process StructureProfit model Finance Network Product Performance Offering Product System Service Channel Delivery Brand Customer Engagement as Mr. Pareto already mentioned in 1897: Less than 2% of projects produce more than 90% of value… Source: Doblin, Chicago vs.  value  crea3on     ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 14. WHT/082311   NEW  POSSIBILITIES   calendar  combined  with  open  data  about  traffic   gives  Google  Now  the  opLon  to  alert  me  when  I   need  to  leave  for  my  next  appointment   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 15. WHT/082311   BIG  DATA–  BRINGING  BUSINESS  AND  IT  STRATEGIES  TOGETHER     Leveraging  untradiLonal  sources,  social  media  and  transacLonal  data  to   gain  the  elusive  360  degree  view  your  guests  and  your  business.   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 16. WHT/082311   DECISION  MAKING   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 17. WHT/082311   Many  hoteliers  and  industry  partners  can‘t  rely  anymore  on   the  data  provided  by  their  desLnaLon  management   organizaLons  (DMO)  since  it‘s  oaen  a  couple  of  months   old  by  the  Lme  it  gets  to  them.     With  last-­‐minute  booking  becoming  the  norm,  intelligence   therefor  requires  a  near-­‐real-­‐Lme  aspect  in  order  to  be   usefull  for  a  restaurant  owner  or  hotelier.   DECISION  MAKING   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 18. WHT/082311   The  challenge  facing  the  business  today  is  the  ability  to  influence  the  buyer   decisions  in  a  window  of  opportunity  that  does  not  last  long.  The  analyLcs   available  at  a  personalizaLon  level  drives  the  buyer  whether  it  is  choosing  a   Doctor  or  booking  a  hotel.   To  compete  in  this  new  era,  businesses  need  to  be  driven  by  data  and  analyLcs,   which  are  largely  different  from  tradiLonal  transacLons  and  campaigns!   Both  the  “GeneraLon  Z”  and  “Millennial  GeneraLon”  of  buyers  will  not  be   swayed  by  tradiLonal  engagement  models  of  selling  products  and  services!   FROM  TRANSACTIONAL  TO  BEHAVIOURAL   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 19. WHT/082311   BEHAVIOURAL  BOOKING   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 20. WHT/082311   THE  AMADEUS  CASE  -­‐  TICKET  PRICING  I   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 21. WHT/082311   THE  AMADEUS  CASE  -­‐  TICKET  PRICING  II   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 22. WHT/082311   THE  AMADEUS  CASE  -­‐  TICKET  PRICING  III   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 23. WHT/082311   §  Do  not  try  to  implement  without  integraLon  in  your  current   landscape   §  Find  some  easy  targets,  for  example  your  data-­‐archive   §  Collabora3on  is  key!  Learn  from  other  industries   §  Create  cross-­‐func3onal  teams:    IT  –  Analysts  –  Business   §  Champion  business  value:  a  ROI  is  there!   §  OrganizaLons  that  don’t  leverage  the  big  data  that  they  have,  risk   losing  ground  to  their  compeLtors   §  Get  on  it,  now!       TAKE  AWAYS   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 24. WHT/082311   This is the moment… Are you ready? Big  Data  is  a  Game  Changer   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 25. WHT/082311   QUESTIONS  &  ANSWERS   Harro M. Wiersma M.Sc. h@rro.wiersma.info ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 26. WHT/082311   REFERENCE  CASE  I  -­‐  LOGISTICS   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais  
  • 27. WHT/082311   REFERENCE  CASE  II  -­‐  FINANCE   §  no  fixed  card-­‐limit   §  acLve  transacLon  monitoring  based  on:   §  customer  profile   §  credit  raLng  firms  (4!  in  the  USA)   §  acLve  balance   §  payment  history   §  result:  lower  security:  payment  in  profile:  only  signature,   otherwise:  pincode  or  direct  contact  by  phone  with  AmEx   §  result:  less  reversed  transacLons  (<3%)  -­‐>  lower  costs!   §  result:  beoer  insight  in  customers  spending  -­‐>  predicLve  analyLcs!   ©  2013  Harro  M.  Wiersma  –  06  December2013  –  Tourism  Professional  MeeLng  –  HES-­‐SO  Vallais