Оглавление
Michael Toedt. Big Data - Challenges for the Hospitality Industry
CONTENT
FIGURES
Abstract. The Power of Big Data and its Influence on Daily Business
1. Introduction. Find your Way into Big Data. 1.1. The Increasing Amount of Data
The volume of data is increasing by 35%-50% per year
90% of all available data has been generated in the past two years
McKinsey considers Big Data a new type of corporate asset
1.2. From Data to Knowledge or from Big Data to Big Insight
Cleaning and linking of data are often ignored or underestimated
2. Big Data in the Hotel Industry. Great Opportunities for Quality Management, Service Improve-ments and Direct Distribution. 2.1. Pregnant Without Knowing
2.2. Data throughout the Customer Journey
Hotels have access to a huge volume of valuable customer data
The Eight Phases of the Customer Journey
2.3. The Reality
Email newsletter shows the Big Data competence of the sender
3. Changes Required. Big Data involves more than just data. 3.1. Changes within the Organizational Structure
Will Big Data increase the significance of the marketing department?
3.2. The Central Data Ware House - The Heart of Big Data
Big Data follows the data warehouse approach
An operational system is not an appropriate data warehouse solution
3.3. IT Investments
Hotels operate up to 40 different IT systems
3.4. Big Data and Customer Relationship Marketing (CRM)
Hotel companies have no control over their data
4. Conclusion. The Essentials
Big Data will split organizations in those who know and those who just guess
Literature
Index
About the Author
About Toedt, Dr. Selk & Coll
Further. Publications. For more publications of TS&C and Michael Toedt visitwww.TS-and-C.com. Books
Magazins and Journals
