Here is a short but sweet speech from Google’s head of travel, Ali Yilmaz:

The core concept he puts forward is that data is only useful once we transform it into information – ie. we need to capture data in a way that will provide us with insights on user behaviours, build a strategy around it, and then action something.

He uses an example from Swissotel, highlight how even basic analysis has led to:

–Increased basket value by 28%

–Increased online revenue by 68%

–Reduced costs by 22%

… And all of this just by making a small tweak to their Adwords campaign to serve a different message to two different customer segments.

Via Eyefortravel