Ngokuya ku-EyeforTravel's Smart Analytics Travel Show ngesonto elizayo, sibheka ezinye zezinselele ezinkulu zedatha nezibalo zamabhizinisi ezokuvakasha ngo-2013.
Ngonyaka odlule, igama elithi "idatha enkulu" liye lafana nethi "i-big buzz" kanye "ne-hype enkulu." Lo nyaka kuzoba yisikhathi esinzima sezinkampani zokuvakasha njengoba izwe lamabhizinisi lithembela nakakhulu kudatha nezibalo ukuze uthole izimpendulo. Ekupheleni kuka-2012, izinhlobo eziningi zokuvakasha eziphumelelayo zase ziqale ukuqonda ithuba "ledatha enkulu", kanye nokuqaphela okukhulayo, futhi, ukuthi "idatha enkulu" idinga ukuhlaziya ukusebenza okuphezulu.
Njengethu I-Smart Analytics Travel Show eNew York (Januwari 17 no-18) e-New York isondela ngokushesha ngesonto elizayo, Umqondisi Wezehlakalo Nokuhlaziywa Kwemboni ye-EyeforTravel, u-Rosie Akenhead, unalokhu azokusho: “Akukho okuhlukile. Amabhizinisi ezokuvakasha kufanele aguqule amasu awo edatha manje uma efuna ukuhlala ngaphambi kwejika futhi agweme umncintiswano. ”
Ngakho-ke, yiziphi izinselele eziya phambili?
Akukhona ukuthi idatha ekuhambeni yintsha. Izinkampani zezokuvakasha zidume kabi ngokugcina noma yini nayo yonke into: amamodeli entengo, imali ekhokhwayo, izimakethe, izindlela zendiza, iminikelo yokuncintisana, iziteshi zokusabalalisa, ukuthengiselana, i-CRM, nokunye. Kodwa namuhla, ukugxila kohambo lwe-inthanethi kuthuthuke ebudlelwaneni obubodwa namakhasimende ngamanye. Izinselelo embonini yonkana zisekhona: ukuhlanganisa inombolo ekhulayo yemithombo yedatha ibe yimbumba ehlangene, nokusika idatha ngobuciko ukuze kuqinisekiswe imiphumela yeprimiyamu. Sezadlula izinsuku zokuthi, "zama lesi sikhangiso," noma "hlola lesi sikhangiso," kusho u-Rosie Akenhead we-EyeforTravel. Uqhube wathi, “Esimeni esizayo sibona inani elikhulayo lezinqumo ezisekelwe eqinisweni ezisekelwe kokubili komlando nedatha yesikhathi sangempela.
U-Pascal Moyon, uMqondisi we-Digital kanye ne-Brand Marketing kwa-Hertz - okhuluma ngesonto elizayo eNew York - uyavuma ukuthi izinselele ezinkulu zango-2013 zihlanganisa ukuthuthukisa ukusebenza kahle kokumaketha ukuze unikeze amakhasimende ngendlela efanele. Lokhu kuhlanganisa ukuthola izisekelo zedatha kuqala bese ungena ekwenzeni okomuntu siqu okuqhutshwa ukuhlaziya. “Okushintshayo ukuthi kunokwanda kobuchwepheshe obudingekayo kulo mkhakha, obuholwa abasafufusa abasafufusa.” Uthe, futhi nalokhu kuza nabasebenzi abanolwazi olunzulu kwezokuhlaziya.
Ukwakha iqembu elifanele:
Enye yezinselelo ezinkulu ezizobhekana nalo mkhakha wukumpintsha ithalente. "Lawa makhono akhethekile awakabi kangako, ikakhulukazi kuma-analytics amakhulu wedatha," kusho uWilliam Beckler, uMqondisi we-Innovation, i-Travelocity International, okhuluma eNew York ngesonto elizayo.
Kodwa-ke, ukholelwa ukuthi kungenzeka ukusebenzisa kakhulu "idatha enkulu" uma ungathola uhlobo olufanele lwamaqembu ebhodini. Lokho kufaka phakathi ukuba nenhlanganisela efanele yamakhono okulalela, ukubhala, nezibalo ezithuthuke kakhulu. Phezu kwalokhu, izinkampani zezokuvakasha ezihola umjaho omkhulu wedatha ziya ngokuya ziqaphela ukuthi kudingeka kube nelungu leqembu elinamakhono athile athambile, kanye nokuqonda okujulile kwebhizinisi. Njengoba uWilliam El Kaim, uMqondisi Wezobuchwepheshe Bokumaketha, Ithimba Le-Global Product Innovation kwaCarlson Wagonlit Travel etshela i-EyeforTravel.com ngonyaka odlule, ithimba lakhe lokusungula lihlanganisa kokubili usosayensi wedatha onekhono kakhulu nabanye, njengaye, abanolwazi lwezobuchwepheshe kodwa futhi abanokuqonda okuzwakalayo. kuzo zonke izici zebhizinisi (Ukuletha Ngedatha: yakha futhi bazoza, EyeforTravel, Novemba 13, 2012).
Ezinye izinhlangano, ezakhelwe eduze kwedatha, njengenkampani enkulu yokusesha idatha I-Hopper Travel, kungase kube isinyathelo esingaphambili. Lezi zinkampani ngokuvamile ziqale ngomnyombo oqinile wedatha nama-algorithms, futhi manje zingakwazi ukuthengisa izinsiza zamafu noma ngisho nokuklama i-hardware yazo, kusho uMoyon wakwaHertz.
Kwabanye, isikhubekiso esiyinhloko simayelana nokuthuthukisa isiko lebhizinisi elifanele ngaphakathi kwenhlangano. "Lapha, amathuluzi ngokuvamile ayinto yokugcina yokukhathazeka ngayo," wagcizelela, ebeka ukugcizelela emandleni abantu kuqala futhi okubaluleke kakhulu. Amafemu kufanele ikakhulukazi akhulume nesiko lenkampani, ukwesekwa kwabaphathi kanye nokushayela, futhi atshale ngokuyinhloko kubantu abanekhono lokuhlaziya ukuze kuqhutshwe izinguquko.
Ukukhetha umhlinzeki wezobuchwepheshe ofanele:
Ngenkathi ezinye izinkampani zikhuluma ngempumelelo yazo ngedatha enkulu, iqiniso akulula kangako. Ohlwini lwezifiso zikaKhisimusi zomphathi omkhulu wezokuvakasha kwakuwukuthi u-Santa wayezomtholela indlela yokusebenzisa idatha enkulu kuye. "Uma engakwenza, mhlawumbe ngelinye ilanga nathi sonke sizokuthola," etshela i-EyeforTravel.com ngesikhathi kunenhlolokhono eyehlukene. Mhlawumbe nesistimu yakhe yokulethwa kwamanje izothuthukiswa ukuze ibe ngumuntu ongcono ngesikhathi sangempela, futhi.
U-Beckler we-Travelocity wavuma: “Kunezindlela eziningi zokwenza okungalungile kunokukwenza kahle, futhi uma kunzima ukukwenza kahle, kuba nzima ukwazi ukuthi omunye umuntu wenza kahle yini.”
Uma kukhulunywa ngezingozi ezibhekene nemboni uthe amafemu adinga ukucophelela lapho ekhetha abahlinzeki bezixazululo abafanele. "Umshini omkhulu we-data hype usuqhamuke imboni ehambisanayo yabahlinzeki bezixazululo, abanye kuphela abangeza inani," esho, "futhi wonke umuntu uzoba nobunzima bokuhlukanisa ukolweni namakhoba."
Noma kunjalo, njengoba uTom Bacon, owayeyiPhini Likamongameli eFrontier Airlines, aphawula, “Izingozi zokuzama okuthile zincane kakhulu kunezingozi zokugcina isimo sikhona.”
Ku-Martin Stolfa, iPhini Likamongameli, Ukuhlaziywa Kokulawulwa Kwemali Engenayo e-Hilton Hotels, izidingo ezinkulu ezivela kubanikezeli bezixazululo yilezi:
1. Yakha amamodeli edatha okubika asebenzayo usebenzisa idatha enkulu nezibalo kuyo yonke imithombo yedatha eminingi.
2. Nikeza ngamakhono okuthwebula nokuphendula kubathengi ngesikhathi sangempela.
Khumbula yonke idatha ayilingani; ngoba unokuningi kwakho akusho ukuthi kuyasiza. Ngakho-ke amafemu kufanele ahlose ukuhlaziya idatha efanele, futhi ukwenza lokhu kufanele azi ukuthi yini inhloso. "Gxila odabeni lwebhizinisi olucindezelayo - mhlawumbe ukwehlisa ukuwohloka, noma ukukhulisa amazinga okuguqulwa, noma ngabe iyiphi inselelo yakho - futhi ugxilise izinsiza ekuqoqeni imininingwane efanele nokusebenzisa izibalo kuleyo nkinga," kusho uKeith Collins, iPhini Likamongameli Omkhulu kanye ne-CTO at. I-SAS, inkampani yezobuchwepheshe. Uphinde wancoma ukusebenzisana ne-IT emizamweni '”yedatha enkulu". "Ubuchwepheshe busiza ekulolongeni ulwazi lwamakhasimende: kusukela ekulawuleni imithombo eminingi yedatha, kuya ekuhlanganiseni izibalo nemininingwane, kuya ekuxhumaneni nekhasimende," esho, enezela ngokuthi, "impumelelo enkulu izoba umphumela wokumaketha kanye nokusebenzisana kwe-IT ndawonye ngamasu namaqhinga."
Ku-Beckler ka-Travelocity, nokho, into eyodwa icacile: i-2013 izoba unyaka wonke umuntu azama ukuvuna ithuba "ledatha enkulu".
Labo abayosinda kuyodingeka bathathe isinyathelo manje.
Ungachithi isikhathi. Joyina i-EyeforTravel's I-Smart Analytics Travel Show eNew York (Januwari 17 no-18) ngeviki elizayo lapho sizobe sinqamula ama-buzzwords kanye nesasasa lokukusiza ukuthi wenze ngokugcwele idatha yakho nemizamo yezibalo ngo-2013.
LOKHO ONGAKUTHATHE KULESI SIHLOKO:
- On top of this, the travel firms leading the big data race are increasingly aware that there also needs to be a member of the team that has some softer skills, plus a deep understanding of the business.
- In the run up to EyeforTravel's Smart Analytics Travel Show next week, we look at some of the biggest data and analytics challenges for travel businesses in 2013.
- Com last year, his innovation team comprises both a highly skilled data scientist and others, like himself, who are tech savvy but also have a sound understanding of all aspects of the business (Delivering on Data.
