All existing content into one database
The first step of a destination in digitization is to build digital leadership. This is followed by bringing all existing content into a database. In this article you will find out why this is necessary and how it can be done.
The management of data in distributed systems is not effective.
Why? As all the conversational systems of the future (Amazon Alexa, etc.) must provide ONE concrete answer to ONE concrete question. This allows you to talk (or chat via keyboard) directly to a database. With ONE database. Only with a complex network of data (tourist graph) the AI (artificial intelligence) systems are able to provide really intelligent answers. In such a network all data is connected with each other.
And because only ONE database can feed data into large platforms or other distribution channels. Systems such as the Bosch eBike system, which is installed in a large part of the eBikes, cannot deal with a small-scale tourist offer, but they only take ready-made, supra-regional data sets according to international standards.
Further advantages of a central database:
- You only have to pay one provider.
- You only have one system in which you have to maintain data. All participants work in the same system.
- There are no interfaces, these are a constant nuisance and a cost driver anyway.
- There are no compatibility problems due to different data structures and different standards.
- All data is always up-to-date. There is a central and uniform administration of all rights, e.g. image rights.
- There is a central reporting about the use of the data.
- The foundation stone for internationalization has been set – translations and further localization can take place centrally.
Gain an overview and cut off old “database strings”
First of all, a stocktaking must take place and the following questions should be answered:
- Which databases and which systems do I already use?
- Which partners do I cooperate with?
- Which contents are available where and in which form?
- Which contents are outdated and which are up-to-date?
- Do I have all rights to the collected data?
- Which data can I make open and how (Open Data)?
- Is data available in different languages?
- Do I have a complete structure?
- What content do I still have in the basement, e.g. in the form of many glossy catalogues?
This process cannot happen overnight. However, it is absolutely necessary in order to create a basis for the creation of an extensive database, regardless of the system in which this happens. The next step is to break up these outdated structures, radically dismantle all previous databases without compromise, and restructure the data. This means that the data must be correct, complete, digital and up-to-date. In addition, they should be distributable, i.e. as free as possible from third-party rights. In this way, ALL information on destinations, hiking trails, events, booking possibilities, pictures, videos, etc. can and should be systematically fed into the new database. ALL.
NOW is the right time to start the restructuring to take another step towards digitization.
You should not be afraid to hand yourself over to a provider. The platforms available on the market today are all serious and cannot afford any mistakes in the management of customer data. All services are gradually migrating to the cloud: data storage, image databases, email systems, telephone systems, office applications, etc. The data always remains the property of the customer with all providers. It is advisable to always have a copy of your data in a second place (just in case). All reputable providers also allow this without any problems in a standard format, so that in case of doubt you can continue with the next provider.
Here the database principle of Outdooractive is shown:
In addition to maintaining a database, there are a further 9 points that are useful for digitizing destinations. In the coming months, we will therefore take a closer look at these 10 points. With tips and instructions we explain how the digital transformation works in practice and how it can be implemented.
10 To Dos for a successful digital transformation
- Leave your comfort zone – build digital leadership
- Merge the content within one database
- Digitize your part of the world
- Open up your content for it to be distributed
- Digitize your guests by encouraging them by incentives to share their data
- Manage data instead of advertising
- Measure experience and the customer journey
- Manage growth, define the DNA of the destination and attract the right customers
- Give the residents added value by making them ambassadors
- Improve the experience on sight