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The knowledge hub

The time has come for the visitor industry to do what many other industries have already done: build a joint ecosystem to strengthen its competitiveness and enhance its offering by gathering and analysing customer data.

The visitor industry’s knowledge hub is an initiative from Göteborg & Co that aims to future-proof the visitor industry – and to contribute towards improved profitability for you as a business owner. The knowledge hub will also encourage academics and private businesses to carry out research and come up with new innovations. In future, we expect this access to open and shared data to create a basis for fact-based decision-making and to pave the way for new collaborations.

Data from providers such as mobile phone operators and credit card companies will enable to you deepen your insights into existing and potential customers. Photo: Beatrice Törnros

From narrow data to broad insights

You probably already gather data about your customers. Every hotel, restaurant and event arranger already has customer lists and email lists which are used to target offers at existing customers. But that’s as far as things go in the vast majority of cases.

Wouldn’t it be good if you could also access other players’ customer data? Of course it would!

And if you could get help converting this data into useful insights? Fantastic!

That’s exactly what the visitor industry’s knowledge hub can offer.

How do I become a partner?

Are you part of the visitor industry in the Gothenburg region, Sweden or Europe, and share our belief in cooperation and open data? If so, contact us to find out more:
niklas.masuch@goteborg.com | +46 73 666 09 62

How it works: Quick version

The principle is simple: the players that provide data will have access to enriched information. By creating a joint ecosystem for data rather than acting as competitors, it will be easier for the visitor industry to get a complete picture of visitors. Where do they stay? Where do they eat? Which activities do they do, whether they come from the surrounding area, are here on holiday, or are visiting with work?

The more who sign up to the data platform, the more advanced the available data. Knowledge about visitors gradually grows, with the ultimate idea that the platform can help the visitor industry to understand the entire circle: How do visitors think before their visit, and how do they plan, book and share their experience? Within the framework of the visitor industry’s knowledge hub, we as a destination can learn from historic data, interact with visitors in the city using real-time data, and get a glimpse into the future using machine learning and predictive analyses.

How it works: In depth

The visitor industry’s knowledge hub is based on a combination of human capital and the available combined data. We call the central core that gathers, enriches and distributes the data to the ecosystem the destination data platform, or the DDP.

From carrying out initial destination searches all the way through to returning home again, travellers leave all kinds of digital trails. This raw data is sent to the DDP and processed into knowledge that goes back to players within the visitor industry.

The DDP gathers, consolidates, organises and distributes anonymised visit data in the form of shared or open data for further processing. The DDP can be integrated with CRM and other customer care and analysis systems that gather information about visitors, such as location, age, purchases, page views, clicks, etc. for further segmentation and modelling.

The DDP will help businesses and organisations within the visitor industry with:

• Data management, including integration, validation and cleansing.

• Identifying and classifying customer attributes and behaviours from online and offline systems.

• Defining, developing and managing visit segments.

• Analysing visit segments’ behaviours, both online and offline, to improve segmentation.

• Analysing purchase history, movement and other behaviours with the aim of improving interaction with visitors before, during and after their visit.

• Providing visit segments that act as decision-making support or help with carrying out analyses and campaigns.

• Predictive analysis to predict and improve the experience for the visitor.

Customer data is analysed as a matter or course within many industries, not least the hotel industry. Photo: Happy Visuals

What is it? The DDP can be seen as an ecosystem that brings together the visitor industry’s customer and visit data from various digital and analogue channels, making it possible to model visit segments and optimise the timing and focus of messages and other real-time interactions with visitors.

Suitable for: The visitor industry needs a joint digital ecosystem that is exclusively built for knowledge about visitors. Something that is more analytical than a conventional CRM environment. Something that can facilitate data collection, profiling and segmentation, and can help to take actions and distribute open and shared data. Something that can allow for research and development based on visitor industry data.

Built for: The DDP is primarily intended for market insights, research and development. It will be the primary source for every minute detail about the visit segments, since they gather and centralise visit-related data from a number of different applications, systems and channels. The DDP also has the task of ensuring data quality, data modelling, real-time adaptation and automation.

Integration and data processing: The DDP can receive visit data from all types of offline and online sources. It creates a clear picture of the visit segments using data from various separate data sources, including historic background and behaviour, in order to create a 360° view of the visit segments with the aim of creating personal experiences. It stores the visit segments’ intentions, behaviours and preferences by tracking their activities. It also includes the opportunity to identify duplicate visit segments for better segmentation.

Is it secure?

As well as building up knowledge about visitors, there is also a focus on data security and privacy. All gathered information will be anonymised and converted into visit clusters (segments). The role of the platform is thus not to map individuals, but rather to understand what visitors need in order to get the most out of their visits.

Sustainable in three dimensions

The visitor industry’s knowledge hub focuses on describing and helping visitor industry players to make the best possible decisions based on open and shared data. As well as helping the industry to understand and optimise economic conditions, key ratios and investigations within social and environmental sustainability are also essential in order to understand which parts of the ecosystem players affect or are affected by.

With increased knowledge, we can make transport more efficient and save resources. You can adapt orders and ensure that the right staffing resources are in the right place.

The visitor industry employs many people, not least young people and new Swedes. If we are able to help the industry grow, we will also help more people to find work, which benefits social sustainability.

If you know where your customers are, you can easily direct your resources there. This is something that Uber has taken advantage of. Photo: Happy Visuals

Example: Uber builds its success on data

Let’s take Uber as an example. With 8 million active customers in 449 towns and cities, Uber is a huge player within the transport industry, with a market value of almost SEK 500 billion. Uber gathers enormous amounts of data – every GPS point for drivers who are logged in to the Uber app is stored. Every search for a start and end destination, time of day and vehicle preference is analysed. Uber’s own data is supplemented with analyses of public transport, the weather and events that drive traffic. All in all, Uber gets an excellent picture of the need for a journey at every location at any given time, and what every traveller is prepared to pay for their journey.

Uber can give its drivers clear instructions about where they should be to minimise downtime and maximise their income. Uber knows more about traffic flows and travel needs than the city itself, and is in an excellent position to design transport solutions other than taxis that meet travellers’ transport needs while also generating profit.

In other words, collecting and analysing data is the very essence of Uber’s success.

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