Data & Digital Marketing Analytics

What is GDPR?    The Economist called personal data ‘the worlds most valuable resource’ due to how much information it provides companies and also how they communicate with their customers to provide exceptional customer experience.  Therefore, we must ensure the security of customers by providing data and security laws.    General Data Protection Regulation popularly known as GDPR can be defined as one of the toughest privacies and security law in the world, drafted by the European Union, it enforces organizations everywhere that take part in collecting data to follow strict rules and regulations or face heavy fines.    GDPR consist of a number of data protections and principles that need to be followed and they are:    1)      Lawfulness, Fairness and Transparency 2)      Purpose Limitation 3)      Data Minimization 4)      Accuracy  5)   ...

Web Analytics is a procedure whereby one collects and analyses everything that happens on their website such as the number of visitors, what the visitors are doing, what they are interested in even how long they are spending on your website. Basically, it’s everything we have been discussing over the weeks.  By making use of web analytics we are able to know what is and is not working on the website, which can make it more successful.   As a travel agent in the travel industry, one must research every holiday destination, popular hotspots, relaxing accommodations and most importantly exciting activities. Popular tourist organization Amadeus stated that it takes about 15 weeks for a client to make a destination choice.   Travel companies make use of Acquisition analytics whereby the analyze their website by checking out the following:    1)      Organic Traffic from the search engine 2)      Metasearch engines 3) ...

Firstly, Clickstream data can be defined as a detailed log of how users navigate through a website when a task is needed to be completed. A log is created monitoring the pages visited, time spent on each page, how they came across the page and what they did after on the website. Clickstream data provides one with information on how users find the website such as issues users may be having with different webpages, critical pages etc.    Challenges Of Click Stream Data   Limitation of log files: Records on the computer IP address can not identify individual people only computer addresses. Therefore, any expectations concerning user sessions may be inaccurate.  Real-time analysis: This entails the monitoring the moves of different visitors on a website immediately they come across it, which is often used for user profiling.  Once the owners have been able to narrow down which users visit the site, decisions and recommendations will be easier.  Privacy: Pr...

In the last blog post we briefly mentioned Predictive Analytics, today we will be discussing more.     Predictive analytics can be defined as the advanced analytics to which predictions are made for unknown future events. Predictive analytics makes use of a number of different techniques such as data mining, statistics, modelling, machine learning and of course artificial intelligence to analyze current data to make predictions about the future.    Data mining, predictive modelling and analytical techniques help bring together information, management and the business model process together to help make predictions about the future. Patterns discovered transactions and history can help identify risks and opportunities for the future.      How the Travel industry benefits from predictive analytics     1)     Recommendation engines for upselling and cross-selling:    Recommendation systems increase the value a ...

After discussing big data in the travel and tourism industry and how it has transformed the different areas in it such as business, research and how it affects our lives. Therefore, it is pretty clear how important data is especially for companies.    Data analysis can be defined as the process of transforming, cleaning and modelling data into useful information which can be used for day to day decision making in businesses. Therefore, it serves as a guide for companies to make better choices based on the data collected and analyzed.      How Data Analytics is used by the Travel Industry   By collecting/analyzing data in the travel industry it allows the sector to know exactly what their customer wants such as travel hotspots, negative reviews etc. In 2018, the travel and tourism industry was said to be the second-fastest-growing sector as it added $8.8 trillion to the worlds GDP.     Predictive analytics has helped revolutionize the travel indust...

So, let's discuss Big Data & The Travel Industry... Big Data have assumed a crucial role in changing the global travel and providing significant challenges and opportunities for established companies, as well as new entrants into the tourism industry.   (Ardito, Cerchione, Del Vecchio and Raguseo, 2019) The embracement of Big Data in tourism has been assumed as a mean to lead the challenges of the smart growth of tourism destinations and companies ( Alcántara-Pilar et al., 2017; Gretzel, Sigala et al., 2015; Fuchs et al., 2014; Jackson, 2016) . Therefore, the travel industry is highly dependent on Big Data as it uses the data that is collected, which has now become more efficient since the introduction to Big Data and analytics. It has now been transformed into the travel industry and become part of the day to day operations.   Big Data provides one with personalized offers to suggestions of places you should check out. Big Data is basically the travel companion yo...