Travel intelligence against Bad Data

The use and aggregation of multiple data sources allows enterprises and institutions to get a very reliable picture of market reality. Each organization, according to its own commercial strategy, knows the so-called Big Data segment that it needs to collect and analyze in order to make their own decisions.

Mabrian@ platform is specialized in the touristic sector, and therefore all processed data is filtered under that first premise. The volume of data generated by the whole market is increasing, and the touristic industry is no exception. And with the exponential multiplication of Big Data is accentuated a phenomenon that any organization dedicated to the processing of data must face sooner than later: the Bad Data.

The Bad Data is the set of erroneous, incomplete or inaccurate data collected by any platform. It is an old phenomenon, since any project based on statistics has always needed screening tools to ensure that the data collected is real, complete, correct and relevant for the study that is done at each time. Why, then, Bad Data is talked about more than ever? For a start, because of its economic cost.

Harvard University echoed, in the last quarter of 2016, an IBM report that numbered in more than 3,1 billion dollars Bad Data’s negative impact in United States. In view of this figure, it is a real and very important threat.

Does touristic Bad Data exist? Any Big Data set can contain erroneous data, with the danger that they entail. Erroneous data can misrepresent analysis. And an inappropriate analysis can lead to inadequate decisions, with the costs – direct and opportunity ones – that this entails.

For Mabrian, any data that doesn’t have touristic relevance, can be considered Bad Data, and therefore it is identified and discarded. Conscious of the threat that Bad Data entails for our analysis credibility, we deploy a set of measures that ensure that all data comply with the named “5 V” of Big Data – volume, velocity, variety, veracity and value. In the first instance, our data sources, both transactional and online behavior come from first level and contrasted credit partners in their respective fields.

But that is only the beginning: Mabrian applies on all this wealth of information its own Travel Intelligence, refined over the last 5 years, to separate the Bad Data from the packets of data that it processes.

The touristic Big Data filtering is done by their own algorithms, natural language processing (PNL) and artificial intelligence methods on which we apply a constant improvement system. Mabrian’s Travel Intelligence ensures that the analyzed data are representative and reliable and offer all the guarantees to base on them business decision making.

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