Data Revolution. Michael Toedt

       DATA

       REVOLUTION

       How Big Data Will Change the Way of Doing Business

      Michael Toedt (Editor.)

      1^st Edition

      Data Revolution

       Michael Toedt

       Copyright: © 2014 Michael Toedt

       published by: epubli GmbH, Berlin

       www.epubli.de ISBN 978-3-7375-1689-1 Limit of Liability/Disclaimer of Warranty: This book is designed to provide information and motivation to our readers. The publisher does not intend to render any type of psychological, legal, or any other kind of professional advice. The content of each article is the sole expression and opinion of the author, and not necessarily that of the publisher. No warranties or guarantees are given by the publisher’s choice to include any of the content in this volume. Neither the publisher nor the individual author(s) shall be liable for any physical, psychological, emotional, financial, or commercial damages, including, but not limited to, special, incidental, consequential or other damages. Our views and rights are the same: You are responsible for your own choices, actions, and results.

      Contents

       Introduction

       Part A: Data Revolution – Michael Toedt

       1. Just A Hype?

       2. Big Data Stories

       2. 1. The Google Flu Map

       2. 2. Selling Without Owning

       2. 3. Pregnant Without Knowing

       2. 4. $750.000 for No Reason

       3. Things You Should Know about Big Data

       3. 1. The Definition of Big Data

       3. 2. The ROI of Big Data

       3. 3. Loyalty Programs – A Good Way to Collect Data

       3. 4. Where Data Comes from – The Customer Journey

       4. Big Data in the Hotel Industry

       4. 1. The Reality of Hotel IT

       4. 2. The Big Data Warehouse - The Heart of Big Data

       5. Big Data – the Next Step in the Evolution of Marketing

       5. 1. Data Security and Data Protection

       5. 2. Big Data Marketing

       5. 3. Communication: Content and Timing

       5. 4. Communication Frequency and the Boomerang Effect

       5. 4. 1. Response-Functions to Measure the Result of Marketing

       5. 4. 2. How Consumers React To CRM Activities – Marketing Becomes Measureable

       5. 5. The Value of Communication Channels

       5. 6. The Change of Market-Research and Decision-Making

       5. 7. The Social Media Pitfall

       6. Changes in the Organizational Structure

       7. Conclusion

       Part B: Expert Views

       7. Good or bad hotel customer from a sales perpective?

       7. 1. Introduction

       7. 2. Segmentation

       7. 3. Codes

       7. 4. USALI: structure of accounts

       7. 5. Conclusion

       8. Turn „Big Data“ Into Big Business

       8. 1. Intro

       8. 2. The Circle of Trust

       8. 2. 1. Get Them Talking More: How to Increase Review Volume via Surveys

       8. 2. 2. Making Sense of It All & Bringing Calm to the Chaos: Online Reputation Monitoring

       8. 2. 3. Shout It From The Rooftops: Marketing A Hotel’s Success

       8. 3. Big Brother Is Watching

       8. 4. The “Hospitality Gene”

       8. 4. 1. Hospitality Gene: The Beast

       8. 4. 2. Hospitality Gene: The Blessing

       8. 4. 3. Hospitality Gene: The Payoff

       9. „Big Data“ What does Data Protection Law say?