Travel Tech

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.


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.


comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge