Big Data - Challenges for the Hospitality Industry: 2nd Edition
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Big Data - Challenges for the Hospitality Industry - Michael Toedt
Big Data
Challenges for the
Hospitality Industry
Michael Toedt
2nd Edition
ISBN 978-3-8442-7593-3
Copyright © 2013 Michael Toedt.
All rights reserved
1st Edition April 2013
2nd Edition December 2013
by Toedt, Dr. Selk & Coll. GmbH, Munich, Germany
Text © Michael Toedt
Coverdesign: Karin Toedt
Published by epubli GmbH, Berlin, www.epubli.de
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.
CONTENT
Abstract
1. Introduction
1.1. The Increasing Amount of Data
1.2. From Data to Knowledge or from Big Data to Big Insight
2. Big Data in the Hotel Industry
2.1. Pregnant Without Knowing
2.2. Data throughout the Customer Journey
2.3. The Reality
3. Changes Required
3.1. Changes within the Organizational Structure
3.2. The Central Data Ware House - The Heart of Big Data
3.3. IT Investments
3.4. Big Data and Customer Relationship Marketing (CRM)
4. Conclusion
Literature
Index
About the Author
About Toedt, Dr. Selk & Coll.
Further Publications
FIGURES
Figure 1: Search for Big Data
on Google
Figure 2: Growth of Data Volume by the Year 2020
Figure 3: From Data to Knowledge (own image)
Figure 4: The Hotel Customer Journey
Figure 5: Tagging Function in the CRM Software dailypoint™
Figure 6: Areas affected by Big Data
Figure 7: Big Data Changes in Organizational Structure
Figure 8: Increase of Data in the Next Years
Figure 9: Big Data IT Architecture (own image)
Figure 10: Hotel Software Map
Figure 11: List of different IT-Systems
Figure 12: Prerequisites for CRM
Abstract
The Power of Big Data and its Influence on Daily Business
Customer Data is the salt of our modern times.
In medieval times, merchants in the Mediterranean accumulated extreme wealth by