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Introduction

Part A: Data Revolution – Michael Toedt

1. Just A Hype?

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

3. 2. The ROI of Big Data

3. 3. Loyalty Programs – A Good Way to Collect Data

3. 4. Where Data Comes from – The Customer Journey

4. Big Data in the Hotel Industry

4. 1. The Reality of Hotel IT

4. 2. The Big Data Warehouse - The Heart of Big Data

5. Big Data – the Next Step in the Evolution of Marketing

5. 1. Data Security and Data Protection

5. 2. Big Data Marketing

5. 3. Communication: Content and Timing

5. 4. Communication Frequency and the Boomerang Effect

5. 4. 1. Response-Functions to Measure the Result of Marketing

5. 4. 2. How Consumers React To CRM Activities – Marketing Becomes Measureable

5. 5. The Value of Communication Channels

5. 6. The Change of Market-Research and Decision-Making

5. 7. The Social Media Pitfall

6. Changes in the Organizational Structure

7. Conclusion

Part B: Expert Views

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

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

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

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

Literature