Geospatial data has become an integral element in how companies and organizations conduct business throughout the world. The fields of remote sensing and mobile drone platforms/sensors are expanding rapidly and providing consumer markets new levels of persistent and targeted geospatial data previously available only to the military and intelligence agencies.
Answer the following questions:
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1.1 What are the benefits of using geospatial data in analytics?
1.2 How can adding the “where” in data collection give companies a competitive advantage?
*please remember to include at least one credible scholarly reference!
(250-300 words) (02/19/2020)
Below can be delivered by 02/21/2020
2. please discuss how some companies are using geospatial capabilities to geo-enable their digital enterprise and take advantage of real-time situational awareness.
(300-350 words)
*please remember to include at least one credible scholarly reference!
3. (1000 – 1200 words)
Topic: Case Study – NH Hoteles
Overview: Social media and the Internet have transformed the hotel industry. By writing millions of reviews a year on websites and mobile apps, travelers are among the most empowered and influential consumers in the world. As NH Hotels aggressively expanded their global reach, accessing and analyzing the vast amount of customer feedback became critically important to maintaining their online reputation – and securing their future success. Review the following case study and respond to the questions listed in the critical elements section to develop the content of your essay.
A project developed on Google Cloud Platform – NH Hoteles: Making a reservation for the future
Challenge
To initiate the process of more efficient customer data collection, analysis, and reporting, NH Hotels used off-the-shelf software tools. These programs proved inflexible and they also lacked critical features, such as benchmarking their competitors, which were required by NH analysts. Development cycles dragged on and deadlines were consistently missed. NH Hotels turned to Paradigma, a technology consulting firm based in Madrid, to build a customized solution.
Solution
After several meetings with NH Hotels to understand their needs, Paradigma set up a small development team (including a representative from NH). This cooperative approach accelerated development time and gave Paradigma the confidence to select the most appropriate technologies for the project. Using various software tools, such as Grails and JQuery, Paradigma designed an elegant customized solution called “Quality Focus Online.” For optimal performance, the development team decided to host this
system in the cloud. Paradigma recommended a Google Cloud Platform solution that used Cloud SQL as a fully managed database, combined with Compute Engine for rapid translation of multilingual customer reviews.
“Quality Focus Online turned out to be easy to use from day one. It helps me save a lot of time and improves our business” says Javier Mármol, Director of Hotel NH Palacio de Tepa in Madrid. “For example, we discovered from reviews that noise was a problem, so we increased our room insulation – and our positive scores shot up overnight.”
About the Quality Focus online tool
The Quality Focus Online tool processes, interprets, rates, reports and monitors the reputation and performance of the 400 hotels of the network, individually. It turns a lot of unstructured information into meaningful and actionable analysis.
Half of the guests’ reviews analyzed by the tool are from NH Hoteles’ own surveys and half from reviews on 3rd party sites like Tripadvisor.
Results
Quality Focus Online can now process, interpret, rate, report and monitor the reputation and performance of each individual hotel in the NH group. Hotel guests can use their mobile devices to immediately deliver feedback about such topics as service, cleanliness, value and food. Half of guest reviews captured and analyzed are from NH Hotels’ own surveys and half are from reviews on third party sites such as TripAdvisor.
The Quality Focus Online tool aggregates and processes over 200,000 reviews a year and is used more than twice a week by all NH hotel directors throughout the world to identify problems and make informed decisions in near real time. For example, NH Hotels has averaged 20% less negative reviews monthly after adding Wi-Fi access to every location. NH Hotels also was able to track the direct
correlation between expenditures (e.g., adding more noise insulation to rooms) and customer satisfaction. As a result, executive management at the highest level has become more confident in making these types of bottom line decisions.
“Quality Focus Online turned out to be easy to use from day one. It helps me save a lot of time and improves our
business. For example, we discovered from reviews that noise was a problem, so we increased our room insulation – and
our positive scores shot up overnight.”
—Javier Mármol, Director of Hotel NH Palacio de Tepa in Madrid
______________________________________________________________________________________________________________________
Guidelines for Submission: Using APA 6th edition style standards, submit a Word document that is 2-4 pages in length (excluding title page, references, and appendices) and include at least two credible scholarly references to support your findings.
Include the following critical elements in your essay:
I. What does Big Data mean to NH Hoteles? Briefly describe how this
organization came to realize that
Big Data was the key to
improving their business
operations. How did they determine what data was needed and how to manage the information that was available to them?
AI. What were their main challenges? Explain the
challenge(s) they encountered with
data collection and the efficient
processing of this information to gain actionable insights about their hotels.
BI. What was the proposed solution, and the impact of results? Describe the solution that was
developed and implemented to
solve their business challenges with managing and analyzing customer feedback. How does the solution give NH Hoteles a competitive advantage and what technologies were deployed to make this solution effective and efficient to serve its purpose?
Required elements:
Please ensure your paper complies APA 6th edition style guidelines. There is an essay template located under the Information link.
APA basics:
· Your essay should be typed, double-spaced on standard-sized paper (8.5″ x 11″)
· Use 1″ margins on all sides, first line of all paragraphs is indented ½” from the margin
· Use 12 pt. Times New Roman font
Follow the outline provided above and use section headers to improve the readability of your paper. If I cannot read and understand it, you will not earn credit for the content.
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Critical Elements
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Proficient (100%)
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Needs Improvement (70%)
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Not Evident (0%)
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Value
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Describes how this organization
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Does not describes how this
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Describes how this organization
organization came to realize that
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came to realize that Big Data was
the
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came to realize that Big Data was
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Big Data was the key to
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Big Data
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key to improving their business
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30
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the key to improving their business
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improving their business
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operations but does not explain how
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operations and explains how they
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operations nor explains how they
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they
determined what data was
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determined what data was
needed.
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determined what data was
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needed.
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needed.
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Explains the challenge(s) they
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Provides short explanation of the
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Does not provide an explanation
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challenge(s) they encountered with
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of the challenge(s) they
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encountered with data collection
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Main Challenges
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data collection and the efficient
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encountered with data collection
30
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and the efficient processing of
this
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processing of this
information.
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and the efficient processing of
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information.
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Explanation lacks detail.
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this information.
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Describes the solution that was
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Provides short description of the
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Does not provide a description of
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Proposed Solution and
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developed and implemented to
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solution that was developed but
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the solution that was developed
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solve their business challenges and
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does not explain how the solution
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and does not explain how the
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30
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Outcomes
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how the solution gives NH a
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gives NH a
competitive
advantage.
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solution gives NH a competitive
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competitive advantage.
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Explanation lacks detail.
advantage.
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Submission has major errors
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Submission has critical errors
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Articulation of Response
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Submission has no major errors
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related to citations, grammar,
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related to citations, grammar,
10
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related to citations, grammar,
spelling, syntax, or organization
that
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spelling, syntax, or organization
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spelling, syntax, or organization.
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negatively impact readability and
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that prevent understanding of
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articulation of main
ideas.
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ideas.
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EARNED TOTAL
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100%
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