Tagged 'big data'

The Big Data Revolution in Hospitality Industry Is Coming

Posted by Ann Smarty on January 19th, 2016 at 2:05 pm

Thanks to the Internet, hospitality is one of the fastest changes industries. Travel communities, (hyper-)local and travel blogs, photo-sharing and bookmarking sites and video sites have become the places to go to research your next trip, not the high street travel agent.
With the variety of sources comes the variety of marketing channels and data. But while it seems to open up the world of opportunities to the hospitality marketing, it also poses one huge challenge: How to make sense of that overwhelming stream of information.
The one that makes sense the data wins...
But it's easier said than done. Understanding the technology in the hotel distribution space is challenging, so many players and so much technology
If you are willing to take a look at what hotel marketing looks like, here's a chart provided by a new and promising player in the field called SnapShot:

The chart is divided in three main distribution segments: Online, Travel Agents and Events. These groups represent the majority of the business hotels receive. Within these three segments there are several layers, which go from the hotel (center of the chart) towards the guest (outer rim of the chart).
The diverse data all those marketing... Read more

Play Post-CES Buzzword Bingo

Posted by Rick Mathieson on January 11th, 2016 at 9:54 am

This is one game that's easier to play than avoid.
We're all guilty of overusing tech industry buzzwords. And why not? They play a useful role as common shorthand that (conveniently) confers an aura of "cool" to those fluent in the lingua franca of 21st century business.
But as the tech industry recovers from CES, many of us are finding ourselves feeling buzzword burnout over what feels like an egregious level of noise pollution emanating from Las Vegas last week.
“Disruptive.” “Influencer.”“(Anything)-Hacking.” “Unicorn.” I'm sure we've heard them all this week, many times over.
Never mind that some of this lingo could be headed for limbo faster than Kim (or any other) Kardashian can “Break the Internet.”
“Unicorn,” for instance, is quickly morphing into “unicorpse,” as concerns grow that companies like Gilt, Tango and SFX Entertainment may prove emblematic of some of these hard-to-find beasts with billion-dollar valuations may ultimately fare.
In the meantime, we found some catharsis in a piece last Monday by Shawn Paul Wood in PR Newser, lamenting some of the most irksome buzzwords found in news stories and press releases.
When we mentioned the article in the GEN WOW LinkedIn Group, member Rick Wootten, senior director of global marketing for Seagate, mused about... Read more

Data-Driven Marketing: Knowledge is Power [Infographic]

Posted by Joseph Vito DeLuca on September 1st, 2015 at 1:29 am

Marketers are understanding the impact data has on creating relevance when it comes to carrying out effective communications channels with customers and potential customers. However, marketers are also finding data collection, segmentation and activation to be a daunting task.
In the below infographic by Yieldr, all of these points are outlined. For instance, one-third of marketers say their ability to analyze data to create personalized experiences is poor. Therefore, many marketers are seeking outside help, with data-management platforms playing a vital role.

How Brands Use Polls to Leverage Deeper Drivers of Engagement

Posted by Bill Guild on May 18th, 2015 at 1:20 pm

When brands have a full understanding of the qualifications, motivations, and preferences that drive campaign conversions, they can qualify their audiences and adjust creative messaging to resonate with consumers who will become good customers. This boosts campaign results at all points in the customer journey.

5 Ways to Convince Your CEO to Embrace ‘Scientific’ Marketing

Posted by Glenn Pingul on April 30th, 2014 at 7:17 pm

You’re pumped. It’s time to go in a different direction. It’s time to redefine your company’s marketing approach. You’re ready and can’t wait to get started…and then it all comes to a halt.
“Why are the investments we’ve made in marketing not enough?” “Why can’t you apply our existing technologies in new ways to be more effective?” “Why do we need to reinvent the wheel?” “How do you know this approach will drive better results?”
My short answer: “Because if we do the same things over and over again, we can’t expect a different result,” and, I might add, “Because science is proven to trump instinct.”
As a marketer I’d argue that nearly early every one of us is trying to figure out how to use big data to more accurately and systematically identify and meet customers’ needs. In doing so, every one of us wants to adopt a more scientific approach to marketing – one that relies on scientific methodologies to guide how we more intelligently engage customers to drive better results. And yet we all know that this is no easy task – scientific marketing requires not only a new way of thinking but also investment... Read more