How can I identify my guest? The mistaken belief in the single identifier!

By Michael Toedt - Managing Director at Dailypoint Gmbh

Visit us at HITEC booth 2246
2 October 2015

A few weeks ago, I participated in a panel discussion on Big Data in Brussels. Like at a similar conference in Dubai by HTNG (Hotel Technology Next Generation) one of the topics we discussed was what kind of data should be collected.

From a today's point of view it can be assumed that about two-thirds of all available data is useless. The rest, on the other hand, can be of enormous value for marketing, operations and sales. All experts agree on that. What they do not agree on, however, is how the data should be collected and combined to create an overall picture. Many companies count on a so-called single identifier, i.e. data, which is supposed to identify the consumer throughout the various channels. Some providers use Facebook, which makes Facebook Connect so important for them. Despite the fact that Facebook has more than one billion users, many consumers are still offline or simply do not want to share their Facebook-ID with companies, no matter how useful and advantageous it is from a company's point of view. This in my opinion disqualifies Facebook as a Single Identifier.

A lot of managers increasingly count on e-mail addresses. They help to easily identify consumers throughout the various channels with the goal to link the existing data. It is, however, not a good long-term strategy, as every year approximately 20% of all e-mail addresses lose their validity. Every job change, for example, creates dead data and data breaks. And each consumer has approx. 2.7 e-mail addresses. Therefore, it is ignorant to believe that an e-mail address is a valid single identifier.

Many companies nowadays neglect to collect and store postal addresses, as they are considered outdated and useless in the era of Facebook, Whats App and e-mail. But these "experts" are mistaken.

Big Data is not about finding one single identifier, but about combining a huge number of data from various sources through intelligent algorithms with the goal to create a centralized, comprehensive guest profile across various systems. dailypoint™ contains the by far most inclusive data cleansing process. The method is currently being patented. It uses all above-mentioned data and more, in order to accomplish the best possible result.

A centralized guest profile can eventually only be created by considering multiple data such as first name, last name, e-mail address, postal address, Facebook and much more. The core of Big Data is the centralized database, but the data is useless without prior intelligent data quality management. DQM is thus one of the key success factors for Big Data. Do you have a DQM Manager? And what are your Key Performance Indicators (KPIs)?

Please contact us, if you have any questions or need support. We are more than happy to show you how to use your data profitably for your company.

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Munich, 80333
Phone: 49 89 189 35 69 0

Michael Toedt

Operating at the intersection of business and technology, Dr. Michael Toedt helps hoteliers with the software dailypoint™ to use the tremendous increase of data in order to become data-centric. Dr. Michael Toedt has over 25 years of experience in operations, technology and marketing. He is the author of several books – among others the German version “Big Data – Herausforderung und Chance für die Hotellerie (ISBN: 978-3-8751-5305-7) and “Data Revolution – How Big Data Will Change the Way of Doing Business” (ISBN:978-3–7375-1688-4) and his articles are published by journals on a regular basis. Dr. Toedt holds a doctoral degree in management science. He is lecturer at several universities and assistant lecturer at the University of Applied Sciences of Munich for the subject “Customer Relationship Management in Tourism”. Apart from this he speaks at various hospitality events and fairs such as ITB, HITEC, Internorga, Austrian Hotel Society ÖHV or Cornell Hotel Society.

Michael Toedt

Managing Partner, CEO