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UEF // University of Eastern Finland
Analysing and managing tourism
business online
E-business in Tourism, Finnish University Network for Tourism Studies
Juho Pesonen, head of research, centre for tourism studies, University of Eastern Finland, [email protected] @eppuJ
UEF // University of Eastern Finland 9.11.2016 Juho Pesonen 2
Attitude
Tourism online business tools and channels
All competitors are online • expenditure
Home page Basic social media (Facebook)
Digital company • Business depends on technology
Measuring and monitoring effectiveness
Benefits of digital business • Investment
Company strategy • Why do we exist? • For whom do we exist? • What we can offer that no one else can?
Mobile
Segment and market specific channels
TripAdvisor
Real-time customer service
E-commerce and conversion
Youtube Content management strategy
SEO
SEM & SMM
Digital customer experience • Customer point of
view
Mobile application
OTAs
ERP ”Crazy” tests and campaigns
Security
Marketing automation and AI
CRM
UEF // University of Eastern Finland
“Data Is the New Oil of the Digital Economy” https://www.wired.com/insights/2014/07/data-new-oil-digital-economy/
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UEF // University of Eastern Finland
Important terms
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•Lead
•CRM
•Conversion
•Database
•KPI
•Measurement
•Big data
•A/B testing
•ROI
•How data and wisdom differ?
UEF // University of Eastern Finland
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UEF // University of Eastern Finland
Why data is valuable??
•There is a lot of it
•Leads to better decisions
•Easier to justify your opinions and decisions
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UEF // University of Eastern Finland
Success in business requires a) data collection b) data processing c) data analysis and d) using data.
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Strategy and goals define
UEF // University of Eastern Finland
Company strategy and goals
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UEF // University of Eastern Finland
What is company strategy
•Defines what is important and what is not
•What needs to be measured?
•Success of the strategy.
– All employees should know what the strategy is and how their work helps to company to achieve that.
•Different strategies in different markets
– Defines the focus.
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UEF // University of Eastern Finland
What are the goals of the company?
•Maximising profit in short term?
•Outdoing their competitors?
•Maximal growth?
•Gaining market share?
•Steady income?
•Creating jobs?
•Being part of the community? 9.11.2016 11
UEF // University of Eastern Finland
ROI (Return-on-investment) main marketing effectiveness measurement
•Makes it possible to compare various campaigns
•ROI= (Income from an investment – costs of the investment) / cost of the investment
•How much money does an investment bring back to the company?
•Does not take into account time frame, fixed costs etc. Useful when examining campaigns and marketing actions.
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UEF // University of Eastern Finland
Data collection
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UEF // University of Eastern Finland
What kind of data needs to be collected?
•It is important to collect data from various things
– What information is critical and useful?
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UEF // University of Eastern Finland
Liidit
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•How systematic is lead collection in the organization?
•How leads are transformed into customers?
UEF // University of Eastern Finland
Data processing
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UEF // University of Eastern Finland
Making data useful for analysis
•Removing bad answers
•Combining various data sets
•Changing data formats for analysis programs.
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UEF // University of Eastern Finland
Analysing data
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UEF // University of Eastern Finland
Easy and complex measurements
•Easy:
– Page visits
– Offer requests
– YouTube video watchers
– Facebook followers
•Complex:
– Customer lifetime value
– Social media ROI
– Attributionmodelling
– Effects of customer satisfaction on company profits
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UEF // University of Eastern Finland
Analytics
•Facebook, Twitter, Google Analytics, CRM-systems, Yandex, vKontakte and nearly all other social media platforms provide plenty of opportunities to study your audience and actions.
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UEF // University of Eastern Finland
Visualization
•How you present data and results makes all the difference
•Good data is easy to read and understand
•Includes context
– Trend
– Comparison
•Simplicity
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UEF // University of Eastern Finland
Utilizing data
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UEF // University of Eastern Finland
Who has access to data? Who is responsible that right data finds right person?
•Are there silos in the company that do not exchange information that would be useful?
•How marketing data is transferred to sales?
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UEF // University of Eastern Finland
Segmentation
•Know your customers
– Your new customers are probably very similar to your existing customers.
– How deep and thorough is your customer knowledge? How well you know your segments?
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UEF // University of Eastern Finland
Test and optimization
•Most important tool available in online marketing.
•Maxmising ROI
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UEF // University of Eastern Finland
Measuring conversion
•Yandex Goals: https://yandex.com/support/metrica/reports/add-goals.xml
•Facebook-pixel: https://www.facebook.com/business/help/952192354843755
•Google: https://support.google.com/adwords/answer/1722054?hl=en
•Need access to page source code.
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UEF // University of Eastern Finland
Google analytics
•Analytics demo account: https://support.google.com/analytics/answer/6367342?hl=en
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UEF // University of Eastern Finland
Putting it all together
•http://pages.klipfolio.com/marketing-champion/
•Combining marketing analytics from various sources
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UEF // University of Eastern Finland
AI-analytics
•Increase in computation power
•Utilizing clowd services
•We have so much data available that it is impossible to analyze it all with human effort.
•IBM Watson
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UEF // University of Eastern Finland
New kind of possibilities for data analysis
•Microsoft Power Business Intelligence
•IBM Watson
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UEF // University of Eastern Finland
Business Intelligence -software
•https://www.g2crowd.com/categories/business-intelligence
•Power BI: https://powerbi.microsoft.com/en-us/
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Kiitos! Contact:
[email protected] @eppuJ
https://fi.linkedin.com/in/juhopesonen https://uef.academia.edu/JuhoPesonen
https://www.researchgate.net/profile/Juho_Pesonen
www.uef.fi/mot
uef.fi
