A few weeks ago, I participated in a panel discussion on Big Data in Brussels. Like at a similar conference in Dubai by HTNG (Hotel Technology Next Generation) one of the topics we discussed was what kind of data should be collected.

From a today's point of view it can be assumed that about two-thirds of all available data is useless. The rest, on the other hand, can be of enormous value for marketing, operations and sales. All experts agree on that. What they do not agree on, however, is how the data should be collected and combined to create an overall picture. Many companies count on a so-called single identifier, i.e. data, which is supposed to identify the consumer throughout the various channels. Some providers use Facebook, which makes Facebook Connect so important for them. Despite the fact that Facebook has more than one billion users, many consumers are still offline or simply do not want to share their Facebook-ID with companies, no matter how useful and advantageous it is from a company's point of view. This in my opinion disqualifies Facebook as a Single Identifier.

A lot of managers increasingly count on e-mail addresses. They help to easily identify consumers throughout the various channels with the goal to link the existing data. It is, however, not a good long-term strategy, as every year approximately 20% of all e-mail addresses lose their validity. Every job change, for example, creates dead data and data breaks. And each consumer has approx. 2.7 e-mail addresses. Therefore, it is ignorant to believe that an e-mail address is a valid single identifier.

Many companies nowadays neglect to collect and store postal addresses, as they are considered outdated and useless in the era of Facebook, Whats App and e-mail. But these "experts" are mistaken.

Big Data is not about finding one single identifier, but about combining a huge number of data from various sources through intelligent algorithms with the goal to create a centralized, comprehensive guest profile across various systems. dailypoint™ contains the by far most inclusive data cleansing process. The method is currently being patented. It uses all above-mentioned data and more, in order to accomplish the best possible result.

A centralized guest profile can eventually only be created by considering multiple data such as first name, last name, e-mail address, postal address, Facebook and much more. The core of Big Data is the centralized database, but the data is useless without prior intelligent data quality management. DQM is thus one of the key success factors for Big Data. Do you have a DQM Manager? And what are your Key Performance Indicators (KPIs)?

Please contact us, if you have any questions or need support. We are more than happy to show you how to use your data profitably for your company.

About dailypoint™ – Software made by Toedt, Dr. Selk & Coll. GmbH

dailypoint™ is the leading Data Management and CRM platform for demanding individual hotels and hotel groups. dailypoint™ collects data from all relevant sources such as PMS, POS, website, newsletter, or WiFi and automatically creates a central and consolidated guest profile. In 350 steps, the data is processed and enriched by means of artificial intelligence (AI) to create a guest profile like never before.

The cloud-based SAAS solution consists of 16 modules and is complemented by the dailypoint™ Marketplace with almost 200 solution partners. dailypoint™ not only offers measurable marketing, but also covers the entire customer journey and thus supports all departments within a hotel. The integrated Privacy Dashboard is also the central element for the technical implementation of the GDPR.

dailypoint™ is headquartered in Munich, Germany, and is sold and supported worldwide directly or through its distribution partners D-EDGE and XNProtel. For more information, please click www.dailypoint.com

Michael Toedt
Managing Partner, CEO
dailypoint™

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