Data Revolution - Michael Toedt

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the Guest Profiles and Questionnaire Results prevent a Qualitative Analysis

      With this in mind, the data analyst repeated the analysis after having linked the guest profile with the questionnaire results. He even went a step further and allocated the results to the different customer segments of the hotel and their overall contribution to the company’s financial success. By doing that, the analyst was able to show that 90% of the customers were happy with the spa area. The core target group of the hotel, the “Double-Income-No-Kids” segment, saw no need for an upgrade. The result was falsified by 10%, results from guests with kids, a customer segement the hotelier did not want to target anyways.

      This example shows how easy it can be to drive exceptional value from data. Compared to Google, Wallmart or Target this story shows the importance of asking the right questions and undertanding that Big Data is no rocket-science.

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