Dark Data in travel: a $$BB business

What did Alexander the Great, Marco Polo, Christopher Columbus, or Amelia Earhart share? Aside from smarts and guts, data. Although all those data combined fit in your smartphone—in sleep mode.

Each of us travels more than Alexander, Marco, Christopher or even Amelia—combined… This too is big, this time for travel market leaders and new actors alike, with great deals emerging by the day. Of course, that also means commercial margins are reduced by the minute and it becomes harder to attract new customers.

Companies get the need to analyze and understand raw data from their commercial activity—hence CDO’s and BI managers in charge of Big Data. Easier said than done, though, in a highly dynamical market: how to appreciate your clients, predict their tastes and preferences, anticipate their needs and temporary tendencies…

Therein Dark Data. While Big Data is the optimal storage of anything from Gigabytes to Yottabytes (i.e. ridiculous amounts) of data, Dark Data helps us discover information in that context that we actually handle—but ignore processing. Just like dark matter holds galaxies together, this hidden information can mean $B in profits.

We can better adapt our offer and optimize services and sales.

In a second from an OTA or metasearch engine, we receive thousands of travel requests with each customer’s preferences. The global travel market tends to complete integration, so in each transaction, we find a gold nugget in what is otherwise discarded. By processing what our potential clients are looking for (favorite destinations, most requested dates, preferred travel conditions or desired extra services), we can better adapt our offer and optimize services and sales.

Allows us to predict and anticipate actions that will result in a significant cost reduction.

That detailed knowledge allows us to predict and anticipate actions that will result in a significant cost reduction, thus improving the efficiency of our work and service.

Of course, the world-wide-web implies immediate action when facing any major decision. This industry automation leads us to the need to have timely information and make decisions in a matter of seconds. Being able to adapt our offer or extend a contract with a provider in real time is the difference between selling or stalling.

Analyzing billions of data that hide below the surface will lead your company to new business opportunities.

Like Captain Nemo—whose edge came from a submarine at a time of mere vessels—Amelia Earhart conquered her medium of choice by understanding her craft beyond what ordinary technology allowed. Hers was an understanding of Mobilis in Mobili: movement within a moving medium. That’s the spirit of Dark Data, more than a powerful tool, it brings with it the dark depth of an entire medium: Analyzing billions of data that hide below the surface will lead your company to new business opportunities, as it did the mighty Nautilus!

Datumize Technology

The Datumize Company is the world first "Dark Data" software company that Captures 99% of all operational Data, Unlocking this data giving you access to analyze core, previously unknown "Dark Data".

Datumize allows companies from the Travel Industry as tour operators, airlines, and hotels to maximize revenues, optimize prices, discover new business opportunities and tendencies and understand customer behaviours.

Our innovative technology integrates with any system non intrusively to capture and processes in real time availability requests and the responses offered in all sales channels.

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written by Javier Uriagereka


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