Using Big Data to understand the Tourism Consumer. Delivered conclusions from Research on Social Media, Search Volume, Brand and what the consumer is looking for in Content.
Discover Mathura And Vrindavan A Spritual Journey.pdf
TANM Research and Marketing Conference 2013, Albuquerque, NM
1. Using Big Data to Understand the Consumer
TANM Research & Marketing Conference
Insights For Success
October, 2013
Albuquerque, NM
R. A. Burrell
Using Big Data, Analytics and other Data to understand your
Chief Analyst at Internet Honey
Audience;
what they're doing, what they want and how to use it.
2. Sources & Uses
Real results are presented from several States,
DMOs, Reservations and Attractions. Your results
may vary significantly. The intention is for
demonstrative purposes only.
Conversions and Signals are a combination of
Reservations, Visitor Guide Requests or other
Signals of Intent To Travel.
4. Big Data is:
•A bunch of data so massive and complex it’s
entirely useless
•It requires special technology and techniques
because it breaks conventional stuff
10. Data Map
Sources
Signals of Intent to Travel
Reservations, Occupancy Rates, Lodging Tax
Keywords
Social Media
Email
Ad Impressions
Web Traffic
Call Center
Welcome Center
26. Other Value
•What’s coming downstream
•How effective are you at state level
•Market Share/Share of Voice
•How much goes from STO Brand to
Industry Partners Unattributed