En los últimos años, el crecimiento en el volumen de datos gestionado por las empresas ha sido más que destacable. Según el informe Global Data Protection Index de Dell EMC, si en 2016 las organizaciones trabajaban con 1,45 PB de datos de media, la cifra subía hasta los 9,70 PB en 2018: un aumento del 569% en solo dos años. El 92% de participantes en el estudio dice ser consciente del potencial de sus datos, y un 36% están desarrollando ya mecanismos para extraer su valor.
Entre las técnicas que se encargan de esto, el ‘big data’ se ha posicionado como una de las de mayor desarrollo. Un nuevo ejemplo de su aplicación se ha podido ver esta semana en Londres, en el marco de la conferencia Passenger Terminal EXPO 2019. Aquí se ha presentado el uso de ‘big data’ en el Aeropuerto Internacional de Atenas para fomentar las compras en sus terminales.
El proyecto ‘Smart Passenger Flow Pilot’, en el que ha colaborado Indra, se basa en el análisis del comportamiento de los viajeros para establecer distintas categorías. En estos perfiles, se incluyen tanto datos personales como género o edad como otros de la ruta, del tipo del destino al que se dirigen o los tiempos que maneja para hacer el check-in, cruzar el control de seguridad o saber cuánto tiempo estará en la zona de espera.
De este modo, se puede crear un modelo de cómo se comportarán y, a partir de esta información, los establecimientos de la zona de la terminal pueden desarrollar estrategias de ventas, como qué productos destacar o el tipo de publicidad. El proyecto también permite extraer información de los pasajeros que no realizan compras para conocer sus motivos y adaptar las actuaciones comerciales.
Al poder predecir los flujos de gente, el aeropuerto también puede tomar decisiones sobre los recursos necesarios para darles cobertura. El objetivo final es incrementar el volumen de compras de los pasajeros y, consecuentemente, los ingresos no aeronáuticos del aeropuerto. Según Indra, en las pruebas realizadas en el Aeropuerto de Atenas se ha comprobado que el uso de ‘big data’ ayuda a mejorar estos datos, aunque no han aportado cifras exactas.
El proyecto se encuadra en ‘Transforming Transport’, una iniciativa que, a su vez, se enmarca dentro del programa Horizonte 2020 de la Comisión Europea y que cuenta con 49 socios, liderados por Indra. Dotada con 18,6 millones de euros, la propuesta busca mejorar la logística y el transporte en todo el continente mediante el uso de ‘big data’.
Fuente: https://www.ciospain.es
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