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Big Data and the Visitor Economy
John Davies, Nesta5th December 2013
@johnardavies
The amount of data is increasing rapidly, in terms of:
• Volume: The quantity of data being generated
• Variety: Text, Images, Geographic data
• Frequency: Information being continuously generated in real-time
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• Websites: Online transactions, browser cookies, blogs, web-surveys, website text itself
• Social media: e.g. Twitter, Facebook, Flickr and LinkedIn
• The checkout: Loyalty\membership schemes
• Rise of the smart phone
• Sensors becoming cheaper and smaller
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What’s driving the growth in data?
What does more data enable?
• Better understanding of customers’ interestsMore targeted marketing, personalisation of services, cross-selling, merchandising
• Greater feedback from the public
• Operations and supply chain optimisation More data on this has the potential to lead to efficiency savings
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Hendon Air Museum
Olympic Park
Greenwich
KewGardens
Wembley
LondonWetlandCentre
Example of social media data: over 1.8 million geo-tagged photos on Flickr in London (as seen from Cyberspace)
ChiswickHouse
CityAirport
TheDome
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St Paul’s Cathedral
Imperial War Museum
Tower of London
Lloyds Building and Gherkin
Shoreditch,Spitalfields& Brick Lane
Tate Modern
The Monument
Barbican
WaterlooStation
Temple Church
Photography hot spots in central London
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Piccadilly Circus
Buckingham Palace Westminster, River
Bridges, London Eye
St Paul’s Cathedral
Tate ModernBorough Market
Tower of London and Tower Bridge
British Museum
Covent Garden
Shoreditch
Trafalgar Square
South Bank
Spitalfields and Brick Lane
Tracking changes in photographic activity over time
Cutty Sark reopens April 2012
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Photographs are those falling within 100m of the centre of the sites
Social media analysis provides a potential way of seeing:
• Which bits of sites are popular with people
• How people respond to changes in sites
• What customers are interested in outside the site
• Showing public value, from interest in the site among non-visitors
• But, limitations, a self-selecting sample and behaviour may not be representative
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Conclusions
• Big Data’s growth will give the Visitor Economy more information about its customers, and hence a greater ability to target its offer
• However, obtaining and interpreting the data may require specialist skills, and important to respect privacy
• New data sources likely to supplement, and lead to evolution in, existing data sources such as surveys
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Thanks for listening
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Visualisation of participation levels in cultural and sporting activities in England, based on the national Taking Part survey
john.davies@nesta.org.uk
@johnardavies
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