Data Driven Economy (May 18th 2018). Data Driven Innovation 2018. Dipartimento di ingegneria, Università degli studi Roma Tre

1. TRAVEL APPEAL - STRATEGIA DI COMUNICAZIONE
DATA DRIVEN
TOURISM
MIRKO LALLI
TRAVEL APPEAL
CEO & FOUNDER

2. TRAVEL APPEAL - STRATEGIA DI COMUNICAZIONE
THE SMART BRAIN
FOR THE TRAVEL
INDUSTRY
Processing millions of data from different sources,
Travel Appeal will become your second brain, making
decisions that will help you climb the rankings on
OTAs and reputation channels, make the best prices,
keep competitors under control and create
outstanding experiences for travellers.
TRAVEL APPEAL - STRATEGIA DI COMUNICAZIONE

3. https://www.youtube.com/watch?v=HFWohjpRTvA

4. TRAVEL APPEAL 2018
HOLISTIC VIEW
Events
Retail
3rd party data
Destinations
Museums
Restaurants
Accommodation
• 500K properties mapped in deep detail throughout Europe
• 35M room prices updated hourly
• 50M user reviews, comments, pictures, videos and posts
• 500M semantically analysed user opinions
• All local events worldwide
• Our Data Lake is infinitely scaleable and real time queryable.
Travel Appeal is
founded on Data.

5. TRAVEL APPEAL 2018
PROBLEM
There is so much information out there.
Reviews, prices, events, social media, news.
Everything is changing every second.
Such amount of information is now humanly
impossible to interpret and manage without help from
dedicated technology.
Too much information
makes us blind

6. TRAVEL APPEAL 2018
SOLUTION
Processing millions of pieces of data from diverse
sources, Travel Appeal gives you context, discerning
insights and performance improvement suggestions
based on the entire scenario of a destination.
Travel Appeal gives you
context and discerning
insights

7. TRAVEL APPEAL 2018

8. MIRKO LALLI

9. 10YEARS

10. MIRKO LALLI
10 YEARS

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12. MIRKO LALLI Source: Digital Trends; Sept 2017, Apple’s A11 Bionic chip destroys the competition in new benchmark results

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10 YEARS
600€
🤔

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10 YEARS

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Source: ComScore, February 2017, “U.S. Smartphone Penetration Surpassed 80 Percent in 2016” CNN Tech, “How the iPhone Changed the World in Just
10 Years/ Pew Research Center, January 2017” comScore MobiLens, U.S., Age 13+, 3 Mo. Avg. Ending Dec 2005 – 3 Mo. Ending Dec 2016

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81%

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2.617/DAY
Source: dscout: Putting a Finger on Our Phone Obsession – June 2016, sample
includes 100,000 diverse Android phone users 9 *Only taking into considering
average time spent awake (17.2 hours)
2,5/MINUTE

20. MIRKO LALLI
70%WATCHING MEDIA

21. MIRKO LALLI Source: Forbes 2012, ‘What do people use their cell phones for beside phone call?’ The Pew Internet & American Life Project, 2007-2012
2007

22. MIRKO LALLI Source: Forbes 2012, ‘What do people use their cell phones for beside phone call?’ The Pew Internet & American Life Project, 2007-2012
2017

23. MIRKO LALLI
ATTENTION SPAN?
Source: statisticbrain.com. The Associated Press (4/28/2013) December, 2016: https://
venturebeat.com/2016/12/04/our-8-second-attention-span-and-the-future-of-news-media/

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39%OF MILLENNIALS
❤
Source: Huffpost; Nearly half of U.S. Smartphone Users Say They Can’t Live Without Their Phones (April 2015)

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AFTER 15 MINUTES…
Source: Science, July 2014, People would rather Source: Science, July 2014, People would rather be electrically shocked
than left alone with their thoughts be electrically shocked than left alone with their thoughts

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⬆ 13,4%TOURISM SOUTH KOREA 2012

33. MIRKO LALLI
⬆ 45%TOURISM PUERTO RICO 2017

34. IDEAS ARE SPREADING FASTER
THAN EVER BEFORE…
AND SO ARE BUSINESS MODELS
AND MARKET POSITIONS

35. EXPONENTIAL
CULTURE

36. 10YEARS

38. https://skift.com/supertraveler-manifesto/

41. 10YEARS

46. MIRKO LALLI

48. “ The hard
problems are easy
and the easy
problems are hard”
Steven Pinker describing Moravec’s Paradox

49. 65 5 33 15
23 10 5 80
76 99 45 75

50. 6 27 48 11
30 55 87 91
76 18 1 64

51. Correct Result?

52. 1.045
Correct Result?

54. 1 Sec = 180 years

55. MIRKO LALLI Source Insurance 2015, Hands off the wheel

56. MIRKO LALLI

57. MIRKO LALLI Source: American Trucking Associations, Reports, Trends & Statistics, 2015 Bureau of Labor Statistics 2016, Occupational Employment Statistics

58. MIRKO LALLI
https://www.youtube.com/watch?v=NrmMk1Myrxc&t=19s

59. MIRKO LALLI
DID YOU KNOW IT ONLY TAKES 3-6
PEOPLE TO RUN THE ENTIRE STORE?
Source: New York Post 2017, ‘Inside Amazon’s robot-run supermarket’ 41 The Verge: March 2017: ” Amazon’s cashier-free Go stores may only need six employees”

60. MIRKO LALLI Source Business Insider: The Economist 2014, ‘The future of employment: How susceptible are jobs to computerization?’ Fast Company; Deloitte, ’Bet you didn't’t see this coming: 10 jobs that will be replaced by robots’

61. MIRKO LALLI
99.9% of all
business decisions
can be automated

62. “ I feel deeply uncomfortable
with that but it may be that for
some tasks machines can make
these decisions more effectively
and efficiently ”
- Daniel Susskind

63. MIRKO LALLI

64. https://www.youtube.com/watch?v=fUyU3lKzoio

65. https://www.youtube.com/watch?v=fRj34o4hN4I

66. MIRKO LALLI https://youtu.be/O9agWnds7Vs

67. MIRKO LALLI
30 years ago we were information workers, then machines
beat us at processing. So, for the last decade, we’ve adapted
to become intelligence workers. Now it’s time to adapt
again, we’re called to be imagination workers.
Rob Norman on AI and the Role of Marketers.
https://goo.gl/Sx8Pfx

68. MIRKO LALLI

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73. https://www.youtube.com/watch?v=HNes4kOpsAI

74. MIRKO LALLI

75. IDENTITY
HUMAN

76. Mirko Lalli - Founder & CEO
Mirko@travelappeal.com
+ 39 334 6677651

77. thanks!