Tourist flow digital analysis

A service for the development of the application My Tourist, which displays a digital portrait of a tourist based on open data analysis and allows you to target the tourist flow.

Problem being solved:

The lack of systematic work on data collection and the ability to make effective decisions on targeting the tourist flow.

Solution features:

• Conducting an assessment of the volume of the potential target audience and automatically dividing it into groups by location, gender, age, marital status, having children, interests, and income. Target groups can be used to create and configure targeting.
• Determination of the level of awareness and interest of the potential audience, which allows you to create the content of advertising messages according to the hierarchy of impact model, to build an effective marketing and product strategy to attract tourists to the resorts of the subjects of the Russian Federation based on the analysis of the digital footprint
• Estimation of the volume of the potential audience, interested in tourist services by region
• Assessment of potential audience awareness
• Visualization of data in the form of maps and lists

The solution allows you to:

• Create an effective marketing strategy to attract tourists based on the analysis of social networks(+15%)
• Effectively target the tourist flow of potential tourists from other regions, by segmenting tourist profiles
• Increase the occupancy of the number of rooms and the attendance of existing tourist sites
• Increase the index of the region’s digital presence on the Internet
• Increase the number of visits to industry websites

Data sources:

•       Mobile Operators — MTS — Revenue

•       Yandex. Word Selection — Team — Digital presence of resorts in the region

• Social networks — VK — region, gender, age, interests

• Banks — Sberbank — the number of tourists, the period of stay, the amount of spending, the availability of transport, the reasons for visiting, the frequency of visits, the average number of purchases

Steps of trial operation:

• Development and approval of technical specifications for an online map/dashboard with the developer
• Preparing a virtual machine, infrastructure settings from the side
• Launching a container with an application on a virtual machine with further configuration to meet the requirements of the region
• Formation of the semantic core
• Sending a briefing to Beeline for SMS mailing
• Data transmission from mobile operators
• Filter to data analytics by types of tourism by region
• Visualization on a heat map by type of tourism

Dashboards:

1. Chelyabinsk region https://travel.gov74.ru/
2. Lipetsk region https://tourist.admlr.lipetsk.ru /
3. Tomsk region http://tourism.gov70.ru /