NEW TECHNOLOGIES COMPANIES (a1 y b1) Several companies use new tecnologies nowadays to be in touch with the clients and to promote their product: DIGITAL MARKETING
DESTINATION OR COMPANY
FUNCTION
Website
Andalucia.org
Is the page that promote Andalucia as a touristic destination.
Meta-search and SEO tool
Tourgranada.es
Official website of “Patronato de Turismo de Granada”
Internet of things
Disneyworld MagicBand
QIt helps you to localize places in your accomodation
Chatbots
NomadList.com
Website for digital nomads; people that have to constantly travel because of their jobs
Augmented reality
Blailimousines.com They offer a 3D and 360º videos on thir website
Cloud Computing
Interoute.com
This company stock their data in the cloud.
EMAIL MARKETING Massive Mailing
Booking.com
They send you
LOGO
offers, promotion, sales... Newsletter
Hosteltour.com
Digital magazine about tourism news
PDF brochures and GoToHungary.com Their use PDF docs. special offers To promote the country Post-servuction mails
Tripadvisor.com
Used for rating the service and even the app.
Loyalty Programms Marriot Rewards
You pay four night and you get the fifth for free
2.0 Marketing Social Media
Motel Los PeĂąascales
They use Facebook, and more.
Videos
Barcelona as destiny
Barcelona promote itself in Youtube
Blogs
AndaluciaNetwork. Touristic blog of wordpress.com Andalucia
Live Streaming
UNWTO
During the fair you can follow the ceremony live.
World of Mouse (Digital Feedback)
Trivago.com
Another travel search engineering
GrupoAventoura
Commercialization and promotion of touristic sector
E-COMMERCE B2C
Paypal/Credit Meliรก Card/Bank Transfer
You can without cash
Crowdfounding
This restaurant was oppened thanks to money this method
La Tenada
MOBILE Whatsapp/Snapchat Barcelo Illetas / SMS Albatros
They promote to their clients sending information to your mobile phone
Apps
Renfe
You can see timetables and buy tickets directly from the APP
Website in Mobile version
Alsa
There is a simplier version for mobile of this company
Tablet
Kayak.es
It has an especific version just for tablets.
COMPANIES OFFERING THEIR PRODUCTS ONLINE (c1) NAME Tourism on-line
Tripadvisor
Goldcar
Evaneos
TTS VIAJES
Halcรณn Viajes
Atrรกpalo
LOGO
Rumbo Vuelo
Solteros Viajeros
Viajes Barcelรณ
Expedia
Travelocity
Pullmantur
American Express
Usuhaia
Hard Rock Hotel
Hilton Worldwild
Amadeus
MSC Cruceros
Grupo Sentire
CLASSROOM DATA BASE (d1) SURNAME
NAME
AGE
Atienza Hernández José Luis
joluather@gmail.co 30 m
Dominguez Hernando
Fernando
ancbdh@yahoo.co m
García Charradi
Claudia
kimico6@hotmail.c 20 om
43
Hernández Romero Mª Victoria
vicky12_mcr@hot mail.es
23
Martinez Quesada
Andrea
martinezquesadaandrea 21 @gmail.com
Mateos Girón
Irene
Irene19 8mateos@hotmail.c om
Melguizo Ilgesias
María Elvira
mariamelguizo92@ 24 gmail.com
Montes Jimenez
Rosario
charimontes13@gm 24 ail.com
Mira Castán
Ada Andrea
andreamira09@gma il.com
Morales Higueras
Carolina
carolinamoraleshigu 27 eras@gmail.com
Moreno Gonzalez
Nuria
nuriamoreeno1996 @gmail.com
Navarro Da Silva
Darío
darionds1997@gma 19 il.com
Ocaña Puertas
María
maridehuetor@gma 21 il.com
20
Povedano Montoro Virginia
virginiapovedano95 21 @gmail.com
Quirosa Martín
Pedro
pedroquirosamartin 20 @gmail.com
Ramirez Carmona
Noelia
noeliacr92@gmail.c 33 om
Ramirez Muñoz
Elisa
elisarm_93@hotmai 23
l.es Reche Ruiz
Antonio Luis
konkra46@gmail.co 18 m
Romero Sánchez
Malena
maleloveskpop@ho 18 tmail.com
Rueda Carnicero
Ramón Alfonso
chikon70@gmail.co 19 m
Sánchez Fernández Joaquín
joaquinaso95@gma 21 il.com
Santiago Moreno
Judith
judithsantiago664@ 18 gmail.com
Navarro Sierra
Samuel
samuel_sml_7@hot 25 mail.com
BIG DATA (f1 Is the recoletion proccess of high quantity of information and his inmediately analysis to find hide info, recurring patterns, new correlationships, etc; the data set is so big and complex that the traditional ways of prosecution are useless.We are talking about challenges like analysing, capturing, collecting, searching, sharing, stocking, transfering, visualizing, etc. huge amount of information and getting knowledge in real time and putting all the senses in the personal data protection. The size to harbor all the proccess has been increasing constantly to be able to collect and integrate all the information. There are 5 V's that resumes big data: 1. Volume- To capture and organize absolutely all the information that arrives to
us is essential for the complete records, and that the conclusions that are obtained serve efficiently at the time of the decision making. It is the Business Intelligence that we all know, but in a big way; Although the difference with classic business intelligence is marked by the rest of V's.
2. Velocity. Time is always important if we face both the need to generate
information (and remember that we are talking about many data) and analyze it, but more so if we need to react immediately; The whole process calls for agility to extract business value from the information being studied and do not miss the opportunity. 3. Variety. It is necessary to give uniformity to all the information, which will
have its origin in data of the most heterogeneous, as we will see in the following section. One of the strengths of Big Data lies in being able to combine and combine each type of information and its specific treatment to achieve a homogeneous whole. 4. Veracity. It refers to the quality of the data and its availability; In an
environment described by the previous V, Variety, we must find tools to verify the information received; The technologies created in the service of Big Data are essential and efficient to meet the challenges. 5. Value. Working with Big Data has to serve to bring value to society,
companies, governments, ultimately, people; The whole process has to help drive development, innovation and competitiveness, but also improve the quality of life of people. There are also another 6 key of big data in tourism: 1. Reliability- The data extracted with the Big Data application are based on
actual consumer actions and not on data obtained from surveys, predictions or projections. Therefore, the results obtained are objectives and assessments that lead to interpretation. 2. Representation-The more sources of data collection, the better the sample representation is obtained. A sample basis, based on data accurately harvested, which increases considerably compared to that extracted from conventional research.
3. Detail of the information and segmentation capacity-When handling cold and contrasted data, the information obtained is easily readable and can be converted into more adjusted and effective actions, which allows optimizing the results of tourism management by knowing in detail what the customer You want. Thanks to Big Data, companies can know the actual volume of customers, their habits and preferences and, based on it, you can predict, for example, the price that best suits each customer and improve their experience. 4. Hybridization of data with other current or future sources - Reliability, representativeness and detail of data is combined with other sources, such as social media or open public data; Both current and those that can be created in the future. By crossing the data obtained with other variables new conclusions are obtained. For example, the possibility of having not only a record of attendance but a record of assistance distributed by hours, place of origin and average expenditure. 5. New information flows-Big Data emerges as a new source of data extraction through technologies that the tourist himself provides (such as card payment or the connection of his mobile device). This information increases the knowledge about the target audience and allows to define their preferences. In addition, the rise of mobile technology and the explosion of mobile applications allows to value, punctuate and share opinions, so that the possibilities of obtaining a much larger sample base multiply. 6. Possibility of new business opportunities-This last point summarizes the previous 5 strengths: Big Data as a source of business ideas. The companies can contrast their internal data with the results obtained after the application of Big Data, which allows to determine if the offers are adjusting to the demand of the tourists and, if not, to have the necessary information to redefine them. In this way, the opportunity arises to innovate, generate new lines of business and customize the experience of tourists.
The difference between databases and big data is simply and has huge results, while databases are busy to do and collects only the infomation about your costumers, in big data all the info is collected, prosecuted, classified and join you to all kinds of costumers, in resume we can say that big data is so useful for make studies about the people and databases are useless and only keeps you to classify your costumers with the information you already have.
PRIVACY AND POLICY TERMS (e1) The objective of the organic law 15/1999 13th December (LOPD) is to guarantee and protect the public freedom and the fundamental rights of physic people in order to preserve the personal and familiar privacy and the full exercise of the personal rights in confrontation with alteration, lost, treatment or not authorised access. The develop of the LOPD regulation establishes the obligation for every entities, private or public, of having measures that guarantee the protection of those data. It also exists the Europe Union directives, some Royal Decrees that develop the LOPD, as well as several public directives published in BOE by the Agencia Española de Proteccion de Datos (see Agencia Española de Protección de Datos for further information: www.agpd.es) BASIC LEGAL OBLIGATIONS OF THE LOPD 1. Data quality: Personal Data can only be recollected when they are used and not excesive with what theye were ask for. (ART.4 LOPD) 2. -Must of secret: It is an obligation to keep the data in secret, whoever is the person that work with them (ART 10 LOPD)
3. -Data collection information: People must be informated of the existence of a personal file, the use of the data and who will use the data before they give the data (ART 5 LOPD) 4. -Affected allowance: The personal data treatment requires the acceptance of the affected, It is not necessary the acceptance only if the data is used by public administration. (ART 6 LOPD) 5. -Communication or transfer of the data: Personal data that will be used can only be communicated to a third if it will be used for the reason that was signed unless the law allows the transfer. (ART 11 LOPD) 6. -Third part treatment: It must be regulated in a contract and establishing that the treatment will only treat the data with the file responsible instruction. 7. The contract will tell the security measure of the Royal Decree 1720/2007 that the responsible of the data must impement. 8. File registration in the general file of Agencia Española de Protección de Datos. 9. Security document redaction that englobes all the security normative needed to guarantee the security of the data that will be treated. (ART 9 LOPD) 10.Audit: every two year of the legislation and security process fulfillment (ART 96 and 100 of the Royal Decree 1720/2007) The infringementS are classified in mild, serious and very serious. (Further information can be seen in Agencia Española de Protección de Datos for further information: www.agpd.es) LOPD PENALTIES The amount of money of the penalty will be regulated attending to the right violated, the volume of treatment effected, the profits, intentionallity level, reincidence, damages to the interested and third persons and any other relevant circunstances of the acts.
DIGITAL MARKETING (g1) There is a a Data Base that the companies make, hotels as example; this Data Base is used to know the preferences of every single client, so that apart from knowing the custome tastes, it helps to make a better and more personalized service and also it helps to the fidelization of the client and to attract new customes thanks to the positive feedback that you receive from the good service offered. Once the companies have this information, they can offer their product to the clients that can be interested, if the number of clients are not sufficient, the companies can modify the product or service to reach more potential clients.
PROS AND CONS OF DIGITAL MARKETING (g2) PROS
EXPLANATION
MEDIA EXAMPLES?
Low Costs
It is cheaper to gestionate Via facebook your promotion if there are not intermediaries
Audience Selectivity
You contact with the In facebook you can seek market segements that you people for an age range are interested in offer your product
Global Reach
It doesn´t matter where the Internet allows you to be target is in touch with anyone around the world
24h Availability
As is the owner of the You can launch the company who publish the promotion at any time of advertisements, he/she can day or night do it whenever he/she wants
Instant Feedback
The reaction of people is seen at the moment of published
Sharing, liking, hashtags...
Quick Response
People rate and comment instantly
Liking, commenting...
Highly Flexible
It is really easy to use, modify and publish whatever you want
You just need a pc and internet connection
High Level of Personalization
More posibilities are offered because of the media chances
Choosing all the varieties available of the product itself
Capacity of Instantly Update
You can update it whenever you want
Nowadays, companies renew their offer constantly
Virtual Partnership
To promote other companies and to be promoted by them
“Share for share” method
Easy to Traffic Measure
You know where / how your ad is used / seen
Programs like google analytics
CONS
EXPLANATION
MEDIA EXAMPLES
Security and Privacy Concerns
Once something is Through sharing, your published you can´t control advertisement can go out how it will be used of control
Spamming
Overuse of advertisement= The emails that are sent Annoyment several times to the same person
Partial Market Coverage
Not everybody uses internet, so there is always someone who won´t know about your promotion
Navigation Problems
The internet connection Some rural towns have not can not always be available internet
Volume of Formation
You need some informatic Not all the companies can knwoledge (photoshop, make their website as well video making programs...) as others
Difficulties Establishing Credibility
People tend to be affraid of Banners and fake websites scams
Lack of Human Touch
There is no face to face negotiation
If your product is released looking for people in their 60´s internet would not be a good idea
Chat Robots
COMPANIES WITH COMBINED DIRECT MARKETING (h1) COMPANY
LOGO
PROMOTION MEDIA
KLM
Website + social media
Transavia
Website + social media
Atrรกpalo.com
Website + apps
Artiem Fresh People Hotels
Websites+ Social Media+ apps
Agencia Valenciana de Turismo
Website + mobile webpage version
The Peninsula Hotel
Website + email promotion
Eccleston Square
Website + email promotion + social media
The Wit Hotel
Website + video + social media + email
Blow up Hall 5050
Website + email
Travelio
Website + app + email