southwest tourism summit april 24, 2014
DESCRIPTION
Using Big Data to turn Research Into Your Biggest WeaponTRANSCRIPT
Research: Turn Research Into Your Biggest Weapon
Southwest Tourism SummitCrested Butte, Colorado
April 24, 2014
Research As A Weapon
Every business that markets themselves to bring tourists to their door should be using Research to compete for today's
Consumer.
Participants will:1. Learn how to use Research to Justify Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.
Ground Rules
Data-Driven Research
Consideration
Intent
Awareness
Decision
Travel
Share
Qualitative
Search, Blogosphere, Social
GA, FBI, Email, Search
Reservations, Leads
Taxes, Surveys
Social
Traditional Qualitative Research
Consideration
Intent
Awareness
Decision
Travel
Share
It’s exploratory and can aid defining what we don’t know
• Focus Groups
• Dyads
• Triads
• Intercepts
• Survey
Defining your product
Quantitative Research
Consideration
Intent
Awareness
Decision
Travel
Share
Tells us what happened
• Big Data
• Clickstream
• Surveys
Budget Defense
Some Markets Respond
Nothing speaks like results
What Happens Without Spending
Or the lack of them
Accountability
Transparency inspires trust
Research As A Weapon
Every business that markets themselves to bring tourists to their door should be using Research to compete for today's
Consumer.
Participants will:1. Learn how to use Research to Justify
Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.
Competitive Landscape
Finding Markets
Finding Markets
Market Trends
Know Your Market
We Know Which One Worked
Others, Well ...
Markets Aren’t Just Cities
Research As A Weapon
Every business that markets themselves to bring tourists to their door should be using Research to compete for today's
Consumer.
Participants will:1. Learn how to use Research to Justify Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.
The Weapon:Actionable Feedback
Feeding Research Into Action
Consideration
Intent
Awareness
Decision
Travel
Share
Tie Engagement and Signals of Intent into the Consideration data
Research As A Weapon
Every business that markets themselves to bring tourists to their door should be using Research to compete for today's
Consumer.
Participants will:1. Learn how to use Research to Justify Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.
Thank You
www.slideshare.net/richardaburrell@richardaburrell
www.tourismintelligencegroup.com/indexes