By 2025 there will be 163 zettabytes of data – but a only 3% of this data will be analysed according to a Seagate/IDC study. To turn this goldmine of data into actions, the key is looking ahead, not behind.
An organisation tackling this task head on is Shibuya Tourism Association, which provides information for the area surrounding the iconic Shibuya Crossing in Tokyo.
The crossing, and beyond
Over 5 million foreign tourists a year visit this scrambled intersection made infamous in films like Lost in Translation, as they come to photograph the 1000 plus people crossing the road in one go. But, most come, take their obligatory photos, have a quick bite to eat and move on - only 15 per cent of visitors make it to the tourist information office, barely a 10 minute walk further on. The result? The surrounding area often remains a mystery.
Wanting to change this, but with limited resources and an ambitious goal of attracting tens of millions more visitors in the run up to and during the forthcoming Tokyo Olympics, the tourist board decided to think differently, and looked to technology for help.
Data as the foundation
"Data is at the heart of what we are doing,” says Mr. Jungo Kanayama, Chairman of the Shibuya Tourism Association. “By knowing who is coming into the area, where they are going and what they are doing, we can start to see patterns. This means we can suggest the right local experiences for them and things to do, both during the day, when people are more interested in sightseeing and shopping and at night, when the focus is more on eating, accommodation and the nightlife in the area. "
The power of the smart phone
Harnessing the smart phone that comes as standard in most visitors’ pockets, the tourist association created a mobile app and installed a series of 1200+ beacons in the streets around the station to pinpoint visitors as they go past.
At the heart of the system, a smart data platform powered by Oracle Cloud, underpins the beacons and pulls back the information enabling the organisation to start to understand the people visiting, their preferences and the types of promotions that would have most effect. The solution also lets the tourist association send information to passers-by. As a result, the association can communicate with visitors, providing the information they are most likely to be interested in, even in advance, by advertising before they even come to the area.
Moving to a hospitality platform
Longer term, the intention is to extend this valuable resource to other regional tourist operators via a "Hospitality platform". Aimed at providing highly value-added services to visiting tourists it would allow different regions and business operators to cooperate and to share and utilize information.
“These are exciting times, especially with key sporting events coming up like the Rugby World Cup and Olympics. With Oracle Cloud, we can provide our visitors with their very own personal guide book. This means we can be with them at all times, giving them ideas of the wonderful places to explore and information, so they have a reason to stay longer and discover the real Shibuya,” concludes Mr. Kanayama.
Data-driven marketing means you can make more accurate predictions about what your clients will do next, so you can understand not only past trends, but also focus your current and future efforts on where your buyers will be. By combining these techniques, you can build targeted campaigns that reach your customers with the right personalised message, and at the right time, even into the future.