In marketing, the importance of knowing a business' consumers is absolutely crucial. This notion has even been labelled the ‘single customer view’ and businesses have quickly understood that along with this approach come a lot of challenges that need to be overcome. Managing and updating consumer data is time consuming, involves costs and can at times be unrealistic. Therefore, businesses need to rethink their manner of approaching their customer view. Marketers argue that there should be a change from businesses following only a single customer view to support the view of data. Overall, a single individual view should be adopted (Econsultancy).
Static data is data that does not change frequently, such as the customer name, gender, address, email address and previous transactions. For businesses, static data can deliver useful information such as the customer's preferred communication channels, and can help to understand the current and future value of the consumer. These behavourial insights are very important to businesses.
Dynamic data, on the other hand, changes all the time. It could be the consumer’s last click on a website or on web banners, referral from search engines or mobile app downloads. This contextual information provides necessary information in order to understand the reasons for the interaction, and ensures that appropriate actions are taken.
STEPS TO TAKE
Tourism businesses need to make use of both sets of data; combining the understanding of the static data and building the dynamic data on top of that. It is also crucial for businesses to figure out the missing elements and to seek appropriate channels through which to interact with consumers. The right kind of technology should be used to access, analyse and make decisions based on the data. All of these steps are very important when thinking about adopting a single individual customer view.
More from #DTTT
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism
In May we present:Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]#recovery #COVID-19 #sustainability #digitalisation #industry #tourism
In May we present:The Nordics COVID-19 Response
How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]#The Nordics #Response #COVID-19 #DMOs #marketing #strategy
In May we present:What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8
In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]#Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
In April we present:Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6
At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]#COVID-19 #industry #product #strategy #technology #tourism
In April we present:Digital as the ‘new normal’ – Weekly Tourism Impact Call: Week 7
In Week 7 of our Tourism Impact Call series, we have seen a shift in industry reaction from impact to innovation. Destinations are now fully focused on recovery. This week we discussed how tourism going digital is a key part of recovery. The strategy for many DMOs going digital, is to offer more virtual experiences and online resources, […]#COVID-19 #digital #DMOs #industry #strategy #tourism