Deta. Tsoka kapena kutulukira?

Ngati simuli katswiri wamasamu kapena mwakulitsa maphunziro anu akuchulukirachulukira ku MIT, kuyang'ana komwe kulipo pazambiri zazikulu kumapereka mutu waching'alang'ala kapena chikhumbo cha masiku omwe kusanthula kwamasamba kumatanthauza kukwezedwa.

Pamsonkhano waposachedwa wa Eye for Travel Analytics, akatswiri ochokera ku Hilton, Wyndham, Priceline.com, United Airlines, Travelocity International, Novatel, Highgate Hotels, ndi akatswiri ena ambiri adaponya zidziwitso zochulukira kwa mazana akuluakulu amakampani omwe ali ndi udindo wopanga mapulani. , kupanga, ndi kusanthula malonda awo malonda ndi chitukuko cha bizinesi. Aliyense akuvutika kuti adzidziwitse zomwe zikuchitika panopa - osati kungosonkhanitsa deta, komanso kupanga zomveka.

Mawonetsero a Zambiri
Palibe vuto pakusonkhanitsa deta, popeza makampani ambiri amakhazikitsidwa kuti achite izi kwaulere kapena mwadzina; vuto ndikuzindikira zomwe deta iyenera kusonkhanitsidwa, kutsimikizika kwake, ndi zomwe ziyenera kuchitidwa nazo. Vuto lalikulu kwambiri ndikupangitsa oyang'anira akuluakulu kuti azisamalira zomwe akudziwa ndikuzigwiritsa ntchito popanga, kusintha, ndi / kapena kusintha njira.

Panthawiyi, gawo lofufuza zamalonda la malonda likuwoneka ngati galu wokhala ndi fupa - galu amakonda kwambiri fupa ndipo amasangalala kugawana mphoto ndi mwiniwake - komabe, mafupa a doggie sali othandiza kapena okongola. mwiniwake ndipo amangokongola kwa galu. Mwanjira ina, akatswiri ofufuza zamalonda ndi okondwa ngati ma clams ndi chidziwitso chonsechi - koma sangathe kuzipereka.

chifukwa
Kafukufuku waposachedwa ndi The Relevancy Group apeza kuti ochepera theka la otsatsa ali ndi mwayi wopeza ma metric ofunikira kuti ayendetse mapulogalamu okhathamiritsa. Lipotili la 2012 lidatsimikiza kuti gawo limodzi mwa magawo atatu a ogulitsa amawombera maimelo popanda kudziwa momwe angasungitsire ma inbox komanso osamvetsetsa kufunika kwa chidziwitsochi.

Kuti zinthu ziipireipire, Gilmartin (Epulo 1,2013), pakuwunika kwake kafukufuku wa Wolfe wa 1998 adapeza kuti timaganiza zabodza kuti ogula amasankha mwanzeru komanso mafunso omwe amakakamiza mayankho omveka ndi olakwika. Kafukufuku wamakono samaganizira kusintha kosaoneka bwino kwa zikhulupiriro ndi malingaliro a dziko ndipo amanyalanyaza kusintha kwa mapu amalingaliro komwe kumachitika ndi zaka.

Kafukufuku wa sayansi ya ubongo watsutsa khalidwe la ogula. Ankaganiziridwa kuti anthu amanena molondola zomwe amayendera, zosowa zawo, ndi zolinga zawo; komabe, kafukufuku amapeza kuti izi sizowona, ndipo zenizeni, ogula sakudziwa bwino. Kuzindikira kuti anthu samvetsetsa zomwe amawalimbikitsa kumatsutsa mfundo zoyambirira za kafukufuku. Malinga ndi kafukufuku wa Massy, ​​Frank, ndi Lodahl, "Ziwerengero zambiri zomwe zimalongosola mikhalidwe ya umunthu sizingathe kupitirira 7 peresenti ya khalidwe logula."

Lingaliro lina labodza ndi chikhulupiriro chakuti ogula amapanga zosankha zogula potengera zofuna zawo ndikugwiritsa ntchito nzeru posankha zinthu. Kafukufuku waubongo apeza kuti kulingalira kumachita gawo laling'ono pazosankha zaumwini popeza ogula sasankha mwanzeru; kufufuza kulikonse komwe kumakakamiza mayankho omveka kudzakhala kolakwika, malinga ndi Kevin J. Clancy ndi Robert S. Shulman (Marketing Revolution).

Smart Travel Analytics Imapereka Kuzindikira
Ngakhale kuti mfundo zazikuluzikulu za deta zikuwunikidwanso, kafukufuku amapereka - osachepera - mwayi woganizira komwe takhala, komwe tili, ndi mwayi woganizira komwe tingapite. Kumvetsetsa kuti deta si yangwiro sikutanthauza kuti inathetsedwa ngati chida cha malonda - zomwe zikusonyeza kuti zigwiritsidwe ntchito ngati gawo la zida zomwe zimayesa kupereka zipata zam'tsogolo (zomwe sizidziwika).

Maphunziro Ogawana Pamaso Paulendo
1. PWC idapeza Rev PAR yamphamvu (occupancy x ADR = Rev PAR) yopindula mumagulu apamwamba, apamwamba, ndi apamwamba. Pali zizindikiro za kuchira m'makampani ogona - makamaka kumtunda kwa maunyolo, ndipo palinso malo opitilira kukula.

2. Smith Travel Research amayika mahotela m'magulu monga:

- Maunyolo apamwamba: Fairmont, Nyengo Zinayi, ICH, Mandarin Oriental, Ritz Carlton, St. Regis, ndi Waldorf
-73.1 peresenti yokhalamo; ADR $274.11. Zotsatira: Rev PAR US$208.28

- Katundu Wapamwamba Kwambiri: Hilton, Marriott, Hyatt, Sheraton, Westin, ndi Wyndham
-70.7 peresenti yokhalamo; $154 ADR. Zotsatira: Rev PAR US$109

- Mahotela apamwamba: Courtyard ndi Marriott, Crowne Plaza, Four Points, Hilton Garden Inn, ndi Radisson
-70.8 peresenti yokhalamo; $116.51 ADR. Zotsatira: Rev PAR US$82.46

- Mahotela apamwamba apakati: Comfort Inn, Holliday Inn, Fairfield Inn, ndi Hampton Inn & Suites
-62.9 peresenti yokhalamo; $97.21 ADR. Zotsatira: Rev PAR US$61.14

- Midscale: Best Western, Holiday Inn Express, La Quinta Inn & Suites, kuphatikiza Wingate
-54.7 peresenti yokhalamo; $74.30 ADR. Zotsatira: Rev PAR US$40.67

- Chuma: Days Inn, Motel 6, Red Roof Inn, ndi Super 8
-54.3 peresenti yokhalamo; $52.34 ADR. Zotsatira: Rev PAR US$28.41

-Zodziyimira pawokha: Fontainebleau, Hotel Gansevoort, Watergate, ndi Hotel Bel-Air
-61.3 peresenti yokhalamo; $105.81 ADR. Zotsatira: Rev PAR US$64.88

3. Peter Lim. Wyndham Hotel Group.

Wyndham ili ndi mahotela opitilira 7,000 m'maiko 66 omwe amayimira mitundu 15. Chimodzi mwama metric a Lims chimagwiritsidwa ntchito kuyika patsogolo ntchito zachitukuko padziko lonse lapansi. Kusonkhanitsa zidziwitso kuchokera ku America, Europe, Middle East/Africa, ndi Asia Pacific cholinga chake ndi kulosera ndalama za EBITDA (Zopeza Patsogolo pa Misonkho Yopanda Kutsika ndi Kutsika kwa Mtengo) kuti akhazikitse patsogolo ntchito zachitukuko padziko lonse lapansi.

4. Martin Stolfa, Hilton Padziko Lonse. Chitsanzo cha kukhwima kwa analytics.

- Gawo 1. Otsogolera akuluakulu ali ndi chidwi chochepa mu analytics.

- Gawo 2. Utsogoleri wa "mzere wa bizinesi" umayendetsa analytics.

- Gawo 3. Otsogolera akuluakulu akudzipereka ku analytics ndi kugwirizanitsa zipangizo zothandizira deta.

- Gawo 4. Mabungwe onse ali okhoza kusanthula ndikupangidwa ngati chofunikira kwambiri pamabungwe.

- Gawo 5. Bungwe lonse limapindula ndi kusanthula kwamabizinesi -wide analytics ndikusintha kosalekeza kumakhala chinsinsi.

5. Thomas H. Davenport ndi D. J. Patil. The Data Intelligence Organisation.

- Deta ili ponseponse komanso yokhazikika - koma iyenera kugwiritsidwa ntchito mwanzeru m'mabungwe

- Deta imatengedwa ngati nkhokwe

- Kusonkhanitsa deta kumaphatikizapo:

- Makasitomala (mwachitsanzo, machitidwe, zokonda, zokhumba, kugula ndi kuzungulira kwa moyo)

- Frontline (mwachitsanzo, mautumiki ogwirizana, kukonzekera zochitika, ndi kuyankha)

- Akatswiri aukadaulo (mwachitsanzo, kusungirako, kalozera wazogulitsa, machitidwe okhulupilika, mitengo yamitengo/kuyika)

- Deta yosonkhanitsidwa ndikuwunikidwa imatsogolera ku malo amtengo, kupeŵa kusokoneza komanso kukonza zolosera

GIGO. Zinyalala mkati. Zinyalala kunja.
Pali zovuta zambiri zomwe zikukumana ndi kupeza ndi kugwira ntchito kwa deta, ndipo kulekanitsa tirigu ndi mankhusu ndi gawo limodzi lokha la ndondomekoyi. Kusankha miyala yagolide kuchokera kuzinthu zodalirika kungapangitse zotsatira; choncho, kufunikira koteteza deta yabwino kungakhale kovuta.

Warden, Curator kapena Manager
Pamene kuchuluka kwa deta yomwe yasonkhanitsidwa ndikuwunikidwa ikuwonjezeka ndipo mapulogalamu atsopano amatuluka, kupeza talente yoyendetsera ntchitoyi ndi ntchito ina yovuta. Deta yayikulu imafunikira malingaliro apadera a kasamalidwe:

1. Ubwino. Kodi mfundozo ndi zolondola, zonse ndi zodalirika?

2. Kulamulira. Kodi pali malamulo achinsinsi omwe ali ndi chidziwitso chachinsinsi; ndani ali ndi chilolezo chowonera ndikugwiritsa ntchito chidziwitsocho ndipo ndi ntchito ziti zomwe zili zovomerezeka?

3. Mwini. Ndani ali ndi deta ndipo ndani amapanga chigamulo chomaliza pa kachitidweko?

Panthawiyi zikuwoneka kuti makampaniwa ali pakusaka / kusonkhanitsa kwa analytics. Tsopano kukakhala koyenera kuyika njira zabwino kwambiri zotsimikizira kulondola ndi nzeru pakugwiritsa ntchito kwake.