Ekuqhubeleni phambili ukuya kwi-EyeforTravel's Smart Analytics Travel Show kwiveki ezayo, sijonga enye yezona nkcukacha ezinkulu kunye nemingeni yohlalutyo kumashishini okuhamba kwi-2013.
Kunyaka ophelileyo, igama elithi "idatha enkulu" liye lafana ne "big buzz" kunye "ne-hype enkulu." Lo nyaka uya kuba lixesha elinzima kwiimpawu zokuhamba njengoko ilizwe lezoshishino lixhomekeke ngakumbi kwidatha kunye nohlalutyo lweempendulo. Ekupheleni kwe-2012, ezininzi iimpawu zokuhamba eziphumeleleyo ziye zaqala ukuqonda "idatha enkulu" ithuba, kunye nokuqonda okukhulayo, kwakhona, ukuba "idatha enkulu" idinga uhlalutyo lwentsebenzo ephezulu.
Njengethu I-Smart Analytics Travel Show eNew York (nge-17 kaJanuwari kunye ne-18) eNew York isondela ngokukhawuleza kwiveki ezayo, uMlawuli we-EyeforTravel weMicimbi kunye noHlalutyo lweShishini, uRosie Akenhead, unale nto ithi: "Akukho ngaphandle. Amashishini okuhamba kufuneka ahlengahlengise iindlela zabo zedatha ngoku ukuba afuna ukuhlala phambi kwegophe kwaye ayeke ukhuphiswano. ”
Ngoko ke, yeyiphi imingeni eya phambili?
Akunjalo ukuba idatha kuhambo yintsha. Iinkampani zokuhamba ziyaziwa ngokugcina nantoni na kunye nayo yonke into: iimodeli zexabiso, iifizi ezincedisayo, iimarike, iindlela zokuhamba ngeenqwelomoya, iminikelo yokukhuphisana, iziteshi zokusasaza, ukuthengiselana, iCRM, njalo njalo. Kodwa namhlanje, ugqaliselo kuhambo lwe-intanethi luphucule kubudlelwane bomntu ngamnye kunye nabathengi. Imingeni kulo lonke ishishini ihleli: ukudibanisa inani elikhulayo lemithombo yedatha kwi-comedance yonke, kunye nokusika ngokuyilayo idatha ukuqinisekisa iziphumo zeprimiyamu. Zihambile iintsuku, "zama esi sibhengezo," okanye "vavanya olu nyuso," utshilo uRosie Akenhead we-EyeforTravel. Uqhube wathi, "Kumhlaba wexesha elizayo sibona inani elikhulayo lezigqibo ezikhokelwa yinyani esekwe kwidatha yembali neyexesha lokwenyani."
U-Pascal Moyon, uMlawuli weDijithali kunye nokuThengiswa kweBrand eHertz - othetha ngeveki ezayo eNew York - uyavuma ukuba imingeni emikhulu ye-2013 ibandakanya ukuphucula ukusebenza kokuthengisa ukuze kusebenze abathengi ngokufanelekileyo. Oku kubandakanya ukufumana iziseko zedatha ngqo kuqala kwaye emva koko ungene kuhlalutyo oluqhutywa ngumntu. "Into etshintshayo kukuba kukho ukonyuka kobuchule obufunekayo kwintsimi, ekhokelwa ngabatsha abaqalayo." Uthe, kwaye oku kuza nabasebenzi abahlalutyayo abanezakhono eziphezulu.
Ukwakha iqela elifanelekileyo:
Omnye wemiceli mngeni emikhulu ejongene neshishini iya kuba kukucudisa italente. "Ezi zakhono zobuchwephesha azikabikho kangako, ngakumbi kuhlalutyo olukhulu lwedatha," utshilo uWilliam Beckler, uMlawuli we-Innovation, i-Travelocity International, othetha eNew York kwiveki ezayo kwakhona.
Nangona kunjalo, ukholelwa ukuba kunokwenzeka ukwenza uninzi lwe "data enkulu" ukuba unokufumana uhlobo oluchanekileyo lwamaqela ebhodini. Oko kubandakanya ukuba nomxube ochanekileyo wezakhono zokumamela, ukubhala, kunye nezibalo ezihambele phambili kakhulu. Ngaphezulu koku, iifemu zokuhamba ezikhokela ugqatso lwedatha enkulu ziya ziqonda ngakumbi ukuba kukwafuneka kubekho ilungu leqela elinezakhono ezithambileyo, kunye nokuqonda okunzulu kweshishini. NjengoWilliam El Kaim, uMlawuli weTekhnoloji yeNtengiso, iGlobal Product Innovation Team eCarlson Wagonlit Travel uxelele i-EyeforTravel.com kulo nyaka uphelileyo, iqela lakhe lokusungula libandakanya zombini isazi sedatha esinezakhono kunye nabanye, njengaye, abanolwazi lwetekhnoloji kodwa nabo banokuqonda okuvakalayo. kuyo yonke imiba yeshishini (Ukuhanjiswa kweDatha: yakha kwaye baya kuza, EyeforTravel, ngoNovemba 13, 2012).
Eminye imibutho, eyakhiwe malunga nedatha, njengenkampani enkulu yokukhangela idatha Hopper Travel, isenokuba linyathelo eliya phambili. Ezi nkampani ngokubanzi ziqale ngondoqo owomeleleyo wedatha kunye ne-algorithms, kwaye ngoku ziyakwazi ukuthengisa iinkonzo zelifu okanye nokuyila i-hardware yazo, utshilo uMoyon waseHertz.
Kwabanye, isikhubekiso esingundoqo simalunga nokuphuhlisa inkcubeko yenkampani efanelekileyo ngaphakathi kumbutho. "Apha, izixhobo ngokuqhelekileyo yinto yokugqibela yokukhathazeka ngayo," wagxininisa, ebeka ugxininiso kumandla abantu kuqala naphambili. Iifemu kufuneka zijongane nenkcubeko yenkampani, inkxaso yolawulo kunye nokuqhuba, kunye nokutyala imali ikakhulu kubantu abanezakhono zokuhlalutya ukuqhuba utshintsho.
Ukukhetha umthengisi ofanelekileyo wetekhnoloji:
Ngelixa ezinye iinkampani zithetha ngempumelelo yazo ngedatha enkulu, inyani ayilula kangako. Kuluhlu lweminqweno yeKrisimesi yomnye umphathi omkhulu wohambo yayikukuba uSanta akhangele indlela yokusebenzisa idatha enkulu kuye. "Ukuba unako ukuyenza, mhlawumbi ngenye imini siya kuyiqonda, nathi," uxelele i-EyeforTravel.com kudliwanondlebe olwahlukileyo. Mhlawumbi eyakhe inkqubo yonikezelo iya kuphuculwa ukuba iphucule ubuntu ngexesha lokwenyani, nayo.
UBeckler weTravelocity wavuma: “Kukho iindlela ezingakumbi zokwenza okuphosakeleyo kunokukwenza ngokufanelekileyo, yaye ukuba kunzima ukukwenza ngokufanelekileyo, kukwanzima ukwazi ukuba omnye umntu wenza ngokufanelekileyo kusini na.”
Xa kufikwa kwimingcipheko ejongene neshishini wathi iifemu kufuneka zilumke ngokwenene xa ukhetha umboneleli wezisombululo ezifanelekileyo. “Umatshini omkhulu wedatha uqandusele ishishini elihambelanayo lababoneleli bezisombululo, kuphela ezinye ezongeza ixabiso,” utshilo, “kwaye wonke umntu uya kuba nobunzima bokwahlula ingqolowa kumququ.”
Nangona kunjalo, njengoko uTom Bacon, owayesakuba yi-VP kwiFrontier Airlines, wathi, "Ingozi yokuzama into ingaphantsi kakhulu kunomngcipheko wokugcina imeko ekhoyo."
KuMartin Stolfa, uSekela Mongameli, uHlahlelo loLawulo lweNgeniso kwiiHotele zaseHilton, ezona mfuno zinkulu ezivela kumthengisi wezisombululo zezi:
1. Yakha imodeli yedatha yengxelo esebenzayo usebenzisa idatha enkulu kunye nohlalutyo kwimithombo yedatha emininzi.
2. Ukubonelela ngezakhono zokubamba kunye nokuphendula kubathengi ngexesha langempela.
Khumbula zonke iinkcukacha azilingani; ngenxa yokuba ubuninzi bayo ayithethi ukuba iluncedo. Ke iifemu kufuneka zijonge ukuhlalutya idatha eyiyo, kwaye ukwenza oku kufuneka zazi ukuba yintoni injongo. "Gxininisa kumcimbi ocinezelayo weshishini - mhlawumbi ukunciphisa ukutyhafa, okanye ukunyuka kwamazinga okuguqulwa, okanye nawuphi na umceli mngeni wakho - kwaye ugxininise izixhobo ekuqokeleleni idatha efanelekileyo kunye nokusebenzisa uhlalutyo kulo mbandela," utshilo uKeith Collins, uSekela Mongameli oPhezulu kunye ne-CTO. I-SAS, inkampani yezobuchwepheshe. Ukwacebise ukusebenzisana ne-IT kwimizamo '”yedatha enkulu". "Itekhnoloji inceda ukubumba amava omthengi: ukusuka ekulawuleni imithombo yedatha emininzi, ukuya kuhlalutyo oluhlanganyelweyo kunye nokuqonda, ukunxibelelana nomthengi," utshilo, esongeza ukuba, "impumelelo enkulu iya kuphumela kwintengiso kunye ne-IT esebenza kunye kwiqhinga kunye namaqhinga."
I-Beckler ye-Travelocity, nangona kunjalo, into enye icacile: i-2013 iya kuba ngunyaka apho wonke umntu uzama ukuvuna "idatha enkulu" ithuba.
Abo basindileyo kuya kufuneka bathabathe inyathelo ngoku.
Ungachithi xesha. Joyina i-EyeforTravel's I-Smart Analytics Travel Show eNew York (NgoJanuwari 17 kunye ne-18) kwiveki ezayo xa siza kunqumla i-buzzwords kunye ne-hype ukukunceda wenze uninzi lwedatha yakho kunye neenzame zokuhlalutya kwi-2013.
INTO ONOKUYITHATHA KWELI NQAKU:
- On top of this, the travel firms leading the big data race are increasingly aware that there also needs to be a member of the team that has some softer skills, plus a deep understanding of the business.
- In the run up to EyeforTravel's Smart Analytics Travel Show next week, we look at some of the biggest data and analytics challenges for travel businesses in 2013.
- Com last year, his innovation team comprises both a highly skilled data scientist and others, like himself, who are tech savvy but also have a sound understanding of all aspects of the business (Delivering on Data.
