{"id":10779,"date":"2023-10-03T18:59:28","date_gmt":"2023-10-03T18:59:28","guid":{"rendered":"https:\/\/mabrian.com\/?p=10779"},"modified":"2026-06-30T11:54:17","modified_gmt":"2026-06-30T11:54:17","slug":"las-10-claves-de-la-inteligencia-turistica","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/las-10-claves-de-la-inteligencia-turistica\/","title":{"rendered":"Las 10 claves de la Inteligencia Tur\u00edstica\u00a0"},"content":{"rendered":"
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En Mabrian llevamos 10 a\u00f1os desarrollando nuestra tecnolog\u00eda y nuestros servicios para hacer posible que destinos y empresas tur\u00edsticas tomen decisiones m\u00e1s eficientes y sostenibles basadas en informaci\u00f3n relevante. En este proceso para transformar datos en informaci\u00f3n accionable, hemos afrontado m\u00faltiples retos: desde la identificaci\u00f3n, adquisici\u00f3n, armonizaci\u00f3n…hasta la interpretaci\u00f3n y presentaci\u00f3n de los resultados.\u00a0\u00a0<\/p>\n\n\n\n

Ahora, con un sistema y una metodolog\u00eda robusta y fiable que ya ofrecemos en 40 pa\u00edses, queremos compartir lo que para nosotros son los 10 consejos m\u00e1s \u00fatiles a la hora de iniciar un proyecto de Inteligencia Tur\u00edstica. Esperamos que os resulten de utilidad: <\/p>\n\n\n\n

    \n
  1. Los datos no son la respuesta.<\/strong> Disponer de datos supone s\u00f3lo tener la materia prima para poder generar informaci\u00f3n. Sin un trabajo experto de agregaci\u00f3n, normalizaci\u00f3n y estructuraci\u00f3n no conseguiremos la informaci\u00f3n que realmente marque una diferencia en nuestras decisiones. <\/li>\n<\/ol>\n\n\n\n
      \n
    1. Conocer las preguntas. <\/strong>Uno de los grandes retos de los proyectos de inteligencia de datos es saber qu\u00e9 preguntas queremos responder. Hay que identificar los objetivos concretos y qu\u00e9 informaci\u00f3n puede apoyar la consecuci\u00f3n de \u00e9stos. No encontraremos respuestas en los datos a menos que conozcamos claramente las preguntas. Para ello, es clave tener un profundo conocimiento del sector en el que nos desarrollamos. <\/li>\n<\/ol>\n\n\n\n
        \n
      1. La dosis, el momento y el formato. <\/strong>Para la toma de decisiones basadas en datos e informaci\u00f3n, el momentum<\/em>, la precisi\u00f3n y la claridad son clave. La informaci\u00f3n debe llegar al equipo decisor en el momento preciso, lo m\u00e1s actualizada posible, de manera concreta y en el formato necesario. Sirve de poco invertir esfuerzos en un dashboard <\/em>muy detallado y completo si la informaci\u00f3n no se va a consumir a trav\u00e9s de \u00e9ste. Hay que identificar las diferentes audiencias de la informaci\u00f3n y adaptar los indicadores y el formato a sus necesidades. <\/li>\n<\/ol>\n\n\n\n
          \n
        1. Empezar desde dentro.<\/strong> Todas las organizaciones disponen de muchas fuentes internas de datos que no explotan adecuadamente. Hacer un inventario de todos los puntos de captaci\u00f3n de datos de los que dispone la organizaci\u00f3n (PMS, CRM, RMS, Channel Managers, OTAs, etc.), valida la calidad de la recolecci\u00f3n, el potencial de la informaci\u00f3n y prioriza la incorporaci\u00f3n de aquellos que pueden ayudar a tomar mejores decisiones operativas alineadas con los objetivos. <\/li>\n<\/ol>\n\n\n\n
            \n
          1. Cuidado con el \u201cBad Data\u201d.<\/strong> Conocer la naturaleza, los l\u00edmites y los sesgos impl\u00edcitos de cada uno de los datasets <\/em>con los que se trabaje es vital. Todos aportan, pero ninguno es perfecto. La informaci\u00f3n basada en datos err\u00f3neos nos puede conducir a decisiones err\u00f3neas (muestra insuficiente, datos parciales, baja actualizaci\u00f3n, etc.) <\/li>\n<\/ol>\n\n\n\n
              \n
            1. Privacidad y seguridad de los datos. <\/strong>Hay que certificar que la metodolog\u00eda de recolecci\u00f3n, almacenaje y tratamiento de los datos recopilados cumple estrictamente con la ley de protecci\u00f3n de datos personales. Las regulaciones pueden ser diferentes si se usan datos en diferentes pa\u00edses. Se debe limitar al m\u00e1ximo el almacenamiento de informaci\u00f3n que contenga datos personales, si es posible. La mayor\u00eda de las ocasiones, el dato anonimizado es igual de relevante y facilita mucho la gesti\u00f3n. En caso de almacenar datos personales, hay que asegurarse de la inviolabilidad del sistema.  <\/li>\n<\/ol>\n\n\n\n
                \n
              1. El an\u00e1lisis cruzado. <\/strong>Sobreponer datos de fuentes diversas sobre la misma realidad, adem\u00e1s de enriquecer el resultado, evita caer en conclusiones err\u00f3neas. El cruce de datos nos ayuda a completar y a validar resultados agregando mucha luz al an\u00e1lisis. La mayor parte de las ocasiones, no aspiramos a tener la certeza absoluta sobre un aspecto, sino que, con incrementar la probabilidad de \u00e9xito y la eficiencia de una decisi\u00f3n, es suficiente. <\/li>\n<\/ol>\n\n\n\n
                  \n
                1. Datos contextuales.<\/strong> Incorporar informaci\u00f3n sobre el destino o destinos donde haya intereses y sobre las tendencias tur\u00edsticas a nivel global ofrece una ventaja competitiva clave tanto a nivel operativo como estrat\u00e9gico. Cuanto m\u00e1s \u00e1giles nos adaptemos a los cambios del entorno, m\u00e1s eficientes seremos. Para ello necesitamos informaci\u00f3n actualizada basada en datos (Big Data) que actualmente est\u00e1n disponibles por diversas fuentes. 
                   <\/li>\n<\/ol>\n\n\n\n
                    \n
                  1. Medir el retorno.<\/strong> Destinar recursos a inteligencia de datos debe verse como una inversi\u00f3n, no como un gasto. La mejor manera para argumentar una inversi\u00f3n es identificar m\u00e9tricas de rendimiento que nos ayuden a medir el retorno de la misma. Las m\u00e9tricas pueden ser directas y transaccionales (aumento ADR, RevPar, ocupaci\u00f3n, etc.) o indirectas y no transaccionales (valor de marca, percepci\u00f3n, competitividad, etc.). <\/li>\n<\/ol>\n\n\n\n
                      \n
                    1. Confiar en expertos.<\/strong> Los proyectos de inteligencia de datos son muy complejos a nivel t\u00e9cnico: identificaci\u00f3n, validaci\u00f3n de fuentes, adquisici\u00f3n de los datos, normalizaci\u00f3n, estructuraci\u00f3n, seguridad, etc. Adem\u00e1s, en el caso de la Inteligencia Tur\u00edstica, es imprescindible un conocimiento del  
                      sector y del negocio tur\u00edstico para poder implementar de manera eficiente los retos t\u00e9cnicos. Necesitamos contar con un perfil mixto entre un cient\u00edfico de datos y un consultor de negocio, algo que no es sencillo de conseguir de manera interna. Conf\u00eda en aquellos expertos externos que puedan aportar el valor de su know-how para facilitar, acelerar y asesorar en la implantaci\u00f3n de la cultura del dato en la organizaci\u00f3n. <\/li>\n<\/ol>\n\n\n\n

                      \u00bfQuieres saber m\u00e1s? Contacta con nuestro equipo aqu\u00ed:<\/p>\n\n\n\n

                      <\/div>\n\n\n","protected":false},"excerpt":{"rendered":"

                      En Mabrian llevamos 10 a\u00f1os desarrollando nuestra tecnolog\u00eda y nuestros servicios para hacer posible que destinos y empresas tur\u00edsticas tomen decisiones m\u00e1s eficientes y sostenibles basadas en informaci\u00f3n relevante. En…<\/p>\n","protected":false},"author":15,"featured_media":73861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1904,1988,1977],"tags":[],"class_list":["post-10779","post","type-post","status-publish","format-standard","has-post-thumbnail","category-academia","category-destinos-inteligentes","category-smart-destinations"],"yoast_head":"\nLas 10 claves de la Inteligencia Tur\u00edstica\u00a0 - Data Appeal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datappeal.io\/the-10-keys-to-tourism-intelligence\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las 10 claves de la Inteligencia Tur\u00edstica\u00a0 - Data Appeal\" \/>\n<meta property=\"og:description\" content=\"En Mabrian llevamos 10 a\u00f1os desarrollando nuestra tecnolog\u00eda y nuestros servicios para hacer posible que destinos y empresas tur\u00edsticas tomen decisiones m\u00e1s eficientes y sostenibles basadas en informaci\u00f3n relevante. 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