Jan Hoffmann says, “Sometimes technology is put before the goal and the actual use case.” This means: first of all, it is necessary to find out what the guests actually need. Above all, this is a good product. This is therefore the first thing to take care of. Because nobody has ever booked a holiday just because of good dates. However, the data can be used to optimize the on-site product experience for the guest.
To see what existing data can be used for, TMB conducts test balloons, for example in connection with movement or weather data. These pilot projects help to understand concrete use cases, which is particularly interesting for excursion traffic (around 100 million excursions per year).
TMB is equally concerned with the topic of individualisation. Which contents can be pre-filtered for the guest – which should he better filter himself? “The topic of how we can individualize websites has been haunting me for 15 years, for sure.” The information terminals, whichplay out the data of the Brandenburg content network in Brandenburg, could display the content according to a socio-demographic classification of the user. “We are currently testing whether we can actually improve the service for customers in this way. Of course, content is displayed based on the location of the info terminal. However, the guest selects criteria such as time or weather himself. Who knows whether they are looking for inspiration for the current moment or for tomorrow? Ultimately, only the guest himself.”
Not everything that can be done with data is actually useful.