Tag: enterprise architecture data governance

Categories
erwin Expert Blog

Digital Transformation Examples: How Data Is Transforming the Hospitality Industry

The rate at which organizations have adopted data-driven strategies means there are a wealth of digital transformation examples for organizations to draw from.

By now, you probably recognize this recurring pattern in the discussions about digital transformation:

  • An industry set in its ways slowly moves toward using information technology to create efficiencies, automate processes or help identify new customer or product opportunities.
  • All is going fine until a new kid on the block, born in the age of IT and the internet, quickly starts to create buzz and redefine what customers expect from the industry.
  • To keep pace, the industry stalwarts rush into catch-up mode but make inevitably mistakes. ROI doesn’t meet expectations, the customer experience isn’t quite right, and data gets exposed or mishandled.

There’s one industry we’re all familiar with that welcomes billions of global customers every year; that’s in the midst of a strong economic run; is dealing with high-profile disruptors; and suffered a very public data breach to one of its storied brands in 2018 that raised eyebrows around the world.

Welcome to the hospitality industry.

The hotel and hospitality industry was expected to see 5 to 6 percent growth in 2018, part of an impressive run of performance fueled by steady demand, improved midmarket offerings, and a new supply of travelers from developing regions.

All this despite challenges from upstarts like AirB2B, HomeAway and Couchsurfing plus a data breach at Marriott/Starwood that exposed the data of 500 million customers.

Digital Transformation Examples: Data & the Hospitality Industry

Online start-ups such as Airbnb, HomeAway and Couchsurfing are some of the most clear cut digital transformation examples in the hospitality industry.

Digital Transformation Examples: Hospitality – Data, Data Everywhere

As with other industries, digital transformation examples in the hospitality industry are abundant – and in turn, those businesses are awash in data with sources that include:

  • Data generated by reservations and payments
  • The data hotels collect to drive their loyalty programs
  • Data used to enhance the customer experience
  • Data shared as part of the billions of handoffs between hotel chains and the various booking sites and agencies that travelers use to plan trips

But all of this data, which now permeates the industry, is relatively new.

“IT wasn’t always a massive priority for [the hospitality industry],” says Danny Sandwell, director of product marketing for erwin, Inc. “So now there’s a lot of data, but these organizations often have a weak backend.”

The combination of data and analytics carries a great deal of potential for companies in the hospitality industry. Today’s demanding customers want experiences, not just a bed to sleep in; they want to do business with brands that understand their likes and dislikes; and that send offers relevant to their interests and desired destinations.

All of this is possible when a business collects and analyzes data on the scale that many hotel brands do. However, all of this can fail loudly if there is a problem with that data.

Getting a return on their investments in analytics and marketing technology requires hospitality companies to thoroughly understand the source of their data, the quality of the data, and the relevance of the data. This is where data governance comes into play.

When hospitality businesses are confident in their data, they can use it a number of ways, including:

  • Customer Experience: Quality data can be used to power a best-in-class experience for hotels in a number of areas, including the Web experience, mobile experience, and the in-person guest experience. This is similar to the multi-channel strategy of retailers hoping to deliver memorable and helpful experiences based on what they know about customers, including the ability to make predictions and deliver cross-sell and up-sell opportunities. 
  • Mergers and Acquisitions: Hospitality industry disruptors have some industry players thinking about boosting their businesses via mergers and acquisitions. Good data can identify the best targets and help discover the regions or price points where M&A makes the most sense and will deliver the most value. Accurate data can also help pinpoint the true cost of M&A activity.
  • Security: Marriott’s data breach, which actually began as a breach at Starwood before Marriott acquired it, highlights the importance of data security in the hospitality industry. Strong data governance can help prevent breaches, as well as help control breaches so organizations more quickly identify the scope and action behind a breach, an important part of limiting damage.
  • Partnerships: The hospitality industry is increasingly connected, not just because of booking sites working with dozens of hotel brands but also because of tour operators turning a hotel stay into an experience and transportation companies arranging travel for guests. Providing a room is no longer enough.

Data governance is not an application or a tool. It is a strategy. When it is done correctly and it is deployed in a holistic manner, data governance becomes woven into an organization’s business processes and enterprise architecture.

It then improves the organization’s ability to understand where its data is, where it came from, its value, its quality, and how the data is accessed and used by people and applications.

It’s this level of data maturity that provides comfort to employees – from IT staff to the front desk and everyone in between – that the data they are working with is accurate and helping them better perform their jobs and improve the way they serve customers.

Over the next few weeks, we’ll be looking closely at digital transformation examples in other sectors, including retail and government. Subscribe to to stay in the loop.

GDPR White Paper

Categories
erwin Expert Blog

The Data Governance (R)Evolution

Data governance continues to evolve – and quickly.

Historically, Data Governance 1.0 was siloed within IT and mainly concerned with cataloging data to support search and discovery. However, it fell short in adding value because it neglected the meaning of data assets and their relationships within the wider data landscape.

Then the push for digital transformation and Big Data created the need for DG to come out of IT’s shadows – Data Governance 2.0 was ushered in with principles designed for  modern, data-driven business. This approach acknowledged the demand for collaborative data governance, the tearing down of organizational silos, and spreading responsibilities across more roles.

But this past year we all witnessed a data governance awakening – or as the Wall Street Journal called it, a “global data governance reckoning.” There was tremendous data drama and resulting trauma – from Facebook to Equifax and from Yahoo to Aetna. The list goes on and on. And then, the European Union’s General Data Protection Regulation (GDPR) took effect, with many organizations scrambling to become compliant.

So where are we today?

Simply put, data governance needs to be a ubiquitous part of your company’s culture. Your stakeholders encompass both IT and business users in collaborative relationships, so that makes data governance everyone’s business.

Data Governance is Everyone's Business

Data governance underpins data privacy, security and compliance. Additionally, most organizations don’t use all the data they’re flooded with to reach deeper conclusions about how to grow revenue, achieve regulatory compliance, or make strategic decisions. They face a data dilemma: not knowing what data they have or where some of it is—plus integrating known data in various formats from numerous systems without a way to automate that process.

To accelerate the transformation of business-critical information into accurate and actionable insights, organizations need an automated, real-time, high-quality data pipeline. Then every stakeholder—data scientist, ETL developer, enterprise architect, business analyst, compliance officer, CDO and CEO—can fuel the desired outcomes based on reliable information.

Connecting Data Governance to Your Organization

  1. Data Mapping & Data Governance

The automated generation of the physical embodiment of data lineage—the creation, movement and transformation of transactional and operational data for harmonization and aggregation—provides the best route for enabling stakeholders to understand their data, trust it as a well-governed asset and use it effectively. Being able to quickly document lineage for a standardized, non-technical environment brings business alignment and agility to the task of building and maintaining analytics platforms.

  1. Data Modeling & Data Governance

Data modeling discovers and harvests data schema, and analyzes, represents and communicates data requirements. It synthesizes and standardizes data sources for clarity and consistency to back up governance requirements to use only controlled data. It benefits from the ability to automatically map integrated and cataloged data to and from models, where they can be stored in a central repository for re-use across the organization.

  1. Business Process Modeling & Data Governance

Business process modeling reveals the workflows, business capabilities and applications that use particular data elements. That requires that these assets be appropriately governed components of an integrated data pipeline that rests on automated data lineage and business glossary creation.

  1. Enterprise Architecture & Data Governance

Data flows and architectural diagrams within enterprise architecture benefit from the ability to automatically assess and document the current data architecture. Automatically providing and continuously maintaining business glossary ontologies and integrated data catalogs inform a key part of the governance process.

The EDGE Revolution

 By bringing together enterprise architecture, business process, data mapping and data modeling, erwin’s approach to data governance enables organizations to get a handle on how they handle their data and realize its maximum value. With the broadest set of metadata connectors and automated code generation, data mapping and cataloging tools, the erwin EDGE Platform simplifies the total data management and data governance lifecycle.

This single, integrated solution makes it possible to gather business intelligence, conduct IT audits, ensure regulatory compliance and accomplish any other organizational objective by fueling an automated, high-quality and real-time data pipeline.

The erwin EDGE creates an “enterprise data governance experience” that facilitates collaboration between both IT and the business to discover, understand and unlock the value of data both at rest and in motion.

With the erwin EDGE, data management and data governance are unified and mutually supportive of business stakeholders and IT to:

  • Discover data: Identify and integrate metadata from various data management silos.
  • Harvest data: Automate the collection of metadata from various data management silos and consolidate it into a single source.
  • Structure data: Connect physical metadata to specific business terms and definitions and reusable design standards.
  • Analyze data: Understand how data relates to the business and what attributes it has.
  • Map data flows: Identify where to integrate data and track how it moves and transforms.
  • Govern data: Develop a governance model to manage standards and policies and set best practices.
  • Socialize data: Enable stakeholders to see data in one place and in the context of their roles.

If you’ve enjoyed this latest blog series, then you’ll want to request a copy of Solving the Enterprise Data Dilemma, our new e-book that highlights how to answer the three most important data management and data governance questions: What data do we have? Where is it? And how do we get value from it?

Solving the Enterprise Data Dilemma