These days many refer to it as “the new digital oil” and not without reason. More than half of B2B companies in Europe are already contemplating powerful investments in what is known as Big Data, and they expect data analysis to be a key factor for the future of their businesses.
In the tourism sector, in particular, we live in an era where over information can be a problem, where excess data blocks us and creates a wall that prevents us from seeing beyond the immediate. The coveted and sought-after data we receive is of little use on its own unless we have specifically designed tools at hand to analyze them and extract valuable information that allows our business to grow.
The big dream of Big Data is just that: converting all the scattered information into strategies that will actually help improve sales. In order to do so, we need more and more tools for Business Intelligence, tools that take care of reading the data and extract so-called ‘business signals’ from it.