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Analytics more predictive. Our recent global executive research on strategic measurement shows that most travel marketers embrace machine learning: of travel marketing executives have incentives or internal capabilities (marketing-specific) to encourage adoption of machine learning technologies to drive marketing campaigns, said they Invest in new skills or training to become more effective in marketing using automation and machine learning. (See figure.) A higher proportion of travel respondents are advanced level users relative to the overall sample, as measured by our Alignment Index discussed in more detail in the Leading the Next .
A quantitatively complex industry that requires investment in the training of machine learning marketers. Figure: Machine Learning Across Industries: Beliefs, Investments, and Job Function Email List Incentives Machine Learning in the Tourism Industry The research and analysis for this report was conducted under the direction of the authors as part of the MIT Sloan Management Review research program, sponsored by , and cooperate with. To get a greater return on your machine learning investment, aspiring travel marketers need to recognize and new to be used primarily to improve or optimize legacy may be an exercise in futility.
Travel industry marketers, often faced with inherently digital disruptors, increasing globalization, and travelers who make selfies an integral part of their travel experience, recognize that new value creation requires new metrics to evaluate. It’s not good enough to use 10x more data to get more efficiencies out of what you already have; serious marketers look to orders of magnitude to inspire new insights and test.
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