Analyze how Big Data and data collection from external sources can present opportunities for business intelligence.
You work for a tourism board at a top destination within the United States that, among other tasks, send information out to potential visitors, provides advertising for the destination, sells tickets to local events and parks, and helps drive economic growth by attracting visitors. The marketing team for your organization has decided to try and leverage mobile devices and tablets to improve information searches and retrieval for the visitors easier and try and collect more information on patterns of consumer behavior. The marketing team has asked for your assistance as you are well versed in these areas.
One of the artifacts your organization produces is a printed visitor’s guide that contains a directory of local businesses, parks, events, attractions, restaurants, and much more. There is a fold-out map to help with local navigation, various coupons for local vendors, and some subscription forms for different local publications available for mailing, some at no charge, and others for a small fee.
It is decided that a mobile application available for smartphones and tablets may be a great alternative or possibly even a replacement for the older, traditional approach of producing these costly physical pamphlet books and materials. However, the Publications Department head is not convinced of the value of leveraging mobile technologies for information sharing and data gathering.
Create a memo to the head of publications and management team that contains the following information:
Explain the benefits of a mobile version of the printed visitor guide. How might the application look, and what could be included?
Discuss how data mining could be used to attract visitors, increase ticket sales, and improve the local economy.
Determine any other possible opportunities for data mining on business outcomes.