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