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Travel Intelligence versus Bad Data

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

Mabrian’s platform is specialised in the tourist sector so all processed data is filtered under that first premise. The volume of data generated by the whole market is increasing, and the tourist industry is no exception. The exponential multiplication of Big Data accentuates a phenomenon that any organisation dedicated to the processing of data must face sooner than later: Bad Data.

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, is Bad Data 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 Bad Data’s negative impact on the United States as over 3.1 billion dollars. This figure demonstrates that it is a real and very important threat.

Does tourism Bad Data exist? Any Big Data set can contain erroneous data, with the danger that this entails. 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 tourist relevance, can be considered Bad Data, and therefore is identified as such 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 complies 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 behaviour 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 Bad Data from the packets of data that it processes.

The tourism Big Data filtering is done by our 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 analysed data is representative and reliable and offers all the guarantees to base on them business decision making.