Оглавление
Michael Toedt. Data Revolution
DATA. REVOLUTION. How Big Data Will Change the Way of Doing Business
Contents
Introduction
Customer Data is the Salt of Our Modern Times
Increase of profitability by up to 100%
1. Just A Hype?
Big Data – a game changer
The Volume of Data is Increasing by 35-50% Per Year
90% of All Data has been Generated in the Past Two Years
2. Big Data Stories
2. 1. The Google Flu Map
2. 2. Selling Without Owning
2. 3. Pregnant Without Knowing
2. 4. $750.000 for No Reason
3. Things You Should Know about Big Data. 3. 1. The Definition of Big Data
Big Data is the Beneficial Usage of Data to Support the Positive Economic Development of an Organization
The 5 V’s of Big Data
3. 2. The ROI of Big Data
ROI Through Improved Decision-Making
ROI Through Reduction of Distribution Costs
ROI Through Worthwhile Media Allocation
ROI Through Enhanced Productivity
ROI Through Lower Costs
3. 3. Loyalty Programs – A Good Way to Collect Data
Memberships Increased by 270%
3. 4. Where Data Comes from – The Customer Journey
The Nine Stages of the Customer Journey
What is Loyalty?
Recommendations:
4. Big Data in the Hotel Industry. 4. 1. The Reality of Hotel IT
The IT Infrustructure has a Huge Impact on the Economic Prosperity of a Hotel
Hotels Operate up to 40 Different IT Systems
Hotel Managers Took the Wrong Exit
Recommendations:
4. 2. The Big Data Warehouse - The Heart of Big Data
Hotels Need a New IT Environment
Eric Schmidt, CEO of Google, said: “The chance to gather data is a game-changer!”65 He is a 100% right
Companies Do Not Know Who their Customers Are
Recommendations:
5. Big Data – the Next Step in the Evolution of Marketing. 5. 1. Data Security and Data Protection
5. 2. Big Data Marketing
Big Data - the Empowerment of Marketing
5. 3. Communication: Content and Timing
Quality Requires Automation
The Death of Target Groups
5. 4. Communication Frequency and the Boomerang Effect
Up to 15,000 Messages Per Day!
Companies Have to Communicate More Frequently Than Ever Before
5. 4. 1. Response-Functions to Measure the Result of Marketing
5. 4. 2. How Consumers React To CRM Activities – Marketing Becomes Measureable
Marketing is Finally Measureable
5. 5. The Value of Communication Channels
Big Data is a Game Changer
5. 6. The Change of Market-Research and Decision-Making
Big Data Means Risk Reduction!
Hotel Managers Misinterpret the Purpose of Guest Feedback Platforms
Recommendations:
5. 7. The Social Media Pitfall
The Times of the Ignorant Traveller are Over
Data is the Key Driver for Success!
Recommendations:
6. Changes in the Organizational Structure
Big Data Involves More Than Just Data
Will Big Data Increase the Significance of the Marketing Department?
7. Conclusion
The Essentials:
Big Data Will Split Organizations in Those Who Know and Those Who Just Guess
Recommendations: How to Find the Right Partners?
Part B: Expert Views
Alexander Pesch. 7. Good or bad hotel customer from a sales perpective?
7. 1. Introduction
7. 2. Segmentation
7. 3. Codes
7. 4. USALI: structure of accounts
7. 5. Conclusion
Benjamin Jost. 8. Turn „Big Data“ Into Big Business
8. 1. Intro
8. 2. The Circle of Trust
8. 2. 1. Get Them Talking More: How to Increase Review Volume via Surveys
8. 2. 2. Making Sense of It All & Bringing Calm to the Chaos: Online Reputation Monitoring
8. 2. 3. Shout It From The Rooftops: Marketing A Hotel’s Success
8. 3. Big Brother Is Watching
8. 4. The “Hospitality Gene”
8. 4. 1. Hospitality Gene: The Beast
8. 4. 2. Hospitality Gene: The Blessing
8. 4. 3. Hospitality Gene: The Payoff
Dr. Robert Selk. 9. „Big Data“ What does Data Protection Law say?
9. 1. Introduction
9. 1. 1. A Brief Overview of Data Protection Law and „Big Data“
9. 1. 2. A Glance at the EU Provisions
9. 2. Which Law applies to Hotels in different Countries?
9. 3. The Prohibition Principle and the Separation of a Process into individual Steps
9. 4. Important
9. 5. What are the Solution Strategies? 9. 5. 1. Solution 1, Consent:
9. 5. 2. Solution 2: Waiving Personal Data
9. 6. Deleting Data & „Big Data“: an insoluble Problem?
9. 7. How does this relate to the Deletion Principle?
9. 8. What may happen in Case of Violations?
9. 9. But who is liable?
9. 10. Conclusion
Georg Ziegler. 10. Who cannot handle Data, successfully kills his business
10. 1. Survival of the Fittest
10. 2. Relevance matters
10. 3. Data know how as corporate asset
Index
About Michael Toedt
About Toedt, Dr. Selk & Coll
Further Publications
Books
Magazins and Journals
Literature
