Spending money on traditional advertising is not the future of destination marketing and this article seeks to explain how these changes are taking place.
All posts about Data Quality
The hype about artificial assistants and automated services is undeniable. And terms such as AI or chatbots are at the center of a popular discussion. The biggest advantage of the new technologies is the automated communication. It provides guests with a 24/7 service while also reducing the workload of employees.
Artificial intelligence – as any form of intelligence – is only capable of being as good as the data on which its answers and recommendations are based on. Within the topic of Machine Learning, data quality is more important as well as more problematic than ever before: Bad data can no longer be simply deleted or switched up as it is the case with traditional data analysis. In future, the relevant volume of data will be organized in Big Data if they want to remain relevant to Alexa, chatbots and co. Due to the big amount of data, the origin of (possibly false) data can rarely be identified and a subsequent adjustment of content (often derived from a third party) is rather difficult.