Big Data has paved the way for understanding consumer context and can help you better monetize and increase yield or so all the headlines will have you believe. But, the view from the sales and marketing department is often: “How is this different from [insert-hype-term]?”. Instead of bringing hope, the mention of Big Data makes many director of sales and marketing professionals cringe. Here are some practical tips from the bleeding edge for hoteliers interested in using Big Data to improve sales performance.
According to Wikipedia, “Big Data usually includes data sets with sizes beyond the ability of commonly used software tools to capture, curate, manage, and process the data within a tolerable elapsed time.” Being unable to process data ‘within a tolerable elapsed time’ is the issue, not the size.