{"id":26230,"date":"2016-07-25T15:44:10","date_gmt":"2016-07-25T13:44:10","guid":{"rendered":"https:\/\/www.emagister.com\/blog\/?p=26230"},"modified":"2021-05-03T12:01:48","modified_gmt":"2021-05-03T10:01:48","slug":"rafael-gonzalez-socio-director-vivential-value-futuro-del-big-data-capital-reputacional","status":"publish","type":"post","link":"https:\/\/www.emagister.com\/blog\/rafael-gonzalez-socio-director-vivential-value-futuro-del-big-data-capital-reputacional\/","title":{"rendered":"Rafael Gonz\u00e1lez, Socio Director de Vivential Value: \u201cEl futuro del Big Data es el capital reputacional\u201d"},"content":{"rendered":"<p style=\"text-align: justify;\">El pasado 11 de julio los alumnos de <a href=\"https:\/\/www.emagister.com\/ostelea-tourism-management-school-cursos-139813-centrodetalles.htm\" target=\"_blank\" rel=\"noopener\">Ostelea<\/a> pudieron disfrutar de una nueva <strong>Conferencia de Management<\/strong>, celebrada en el Campus de Barcelona de <a href=\"https:\/\/www.emagister.com\/eae-business-school-barcelona-cursos-55794-centrodetalles.htm\" target=\"_blank\" rel=\"noopener\">EAE Business School<\/a>.<!--more--> \u201c<strong>Big Data, reputaci\u00f3n online y competitividad<\/strong>\u201d ha sido el t\u00edtulo de la ponencia elaborada por\u00a0<strong>Rafael Gonz\u00e1lez<\/strong>, socio director en <strong>Vivential Value<\/strong>, una consultora de innovaci\u00f3n en inteligencia tur\u00edstica online.<\/p>\n<p style=\"text-align: justify;\">\u201cGran volumen de datos variados, procedentes de distintas fuentes de informaci\u00f3n\u201d, as\u00ed ha comenzado el experto identificando el concepto de Big Data. Este fen\u00f3meno, precisamente en el sector tur\u00edstico, ya es sabido por todos del <strong>poder en la toma de decisiones en los destinos y empresas tur\u00edsticas<\/strong>. De ah\u00ed deriva la especial importancia de tenerlo presente, junto con la reputaci\u00f3n online que, como bien defendi\u00f3 Gonz\u00e1lez, van ligados y se complementan.<\/p>\n<p style=\"text-align: justify;\">\u201c<strong>El Big Data se vincula a la reputaci\u00f3n online y marca c\u00f3mo afecta a la competitividad de las empresas<\/strong>\u201d, afirmaba el ponente, relacionando los tres temas principales de la conferencia de management. Utilizando el Big Data en turismo, la empresa podr\u00e1 tomar decisiones y acciones m\u00e1s correctas teniendo en cuenta, por ejemplo, la satisfacci\u00f3n compartida en internet. Aqu\u00ed es cuando entra en juego la reputaci\u00f3n online de una empresa. Como recordaba Gonz\u00e1lez, \u201cseis de cada diez reservas de restaurantes las deciden p\u00e1ginas de opiniones como TripAdvisor. Seg\u00fan comScore, <strong>los clientes est\u00e1n dispuestos a pagar un 20% de sobreprecio si la marca est\u00e1 valorada muy positivamente en las rese\u00f1as de Internet<\/strong>\u201d.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26231 size-full\" src=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/07\/ostelea1-1.jpg\" alt=\"ostelea1\" width=\"883\" height=\"552\" srcset=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/07\/ostelea1-1.jpg 883w, https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/07\/ostelea1-1-80x50.jpg 80w\" sizes=\"auto, (max-width: 883px) 100vw, 883px\" \/><\/p>\n<p style=\"text-align: justify;\">Con el Big Data, <strong>el foco de las organizaciones est\u00e1 en los clientes<\/strong>, al ofrecer datos de usuarios y potenciales clientes. \u201cPermite alinear mejor a la organizaci\u00f3n, a los territorios tur\u00edsticos, a todos los agentes\u201d, declaraba Gonz\u00e1lez. \u201c<strong>La toma de acci\u00f3n basada en datos muy veraces hace que la toma de decisiones sea m\u00e1s ajustada<\/strong>\u201d.<\/p>\n<p style=\"text-align: justify;\">Tambi\u00e9n se debati\u00f3 durante la conferencia, muy interactiva entre ponente y alumnos, sobre el <strong>futuro y los retos del big data<\/strong>. \u00bfSe convertir\u00e1 en una moda pasajera? Era la duda que reinaba en el aire, a lo que el ponente respondi\u00f3 que conf\u00eda en que no sea as\u00ed, y que prevalezca en el tiempo, aunque cambie de nombre. \u201c<strong>El futuro del Big Data es el capital reputacional<\/strong>\u201d, conclu\u00eda.<a href=\"https:\/\/www.emagister.com\/ostelea-distancia-online-semipresencial-cursos-157695-centrodetalles.htm\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-24610 size-full\" src=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/05\/descarga.png\" alt=\"Ostelea\" width=\"299\" height=\"168\" srcset=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/05\/descarga.png 299w, https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/05\/descarga-80x45.png 80w\" sizes=\"auto, (max-width: 299px) 100vw, 299px\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">Pionero y experto en reputaci\u00f3n online de empresas y destinos tur\u00edsticos, desde Vivential Value coordina un equipo que combina la aplicaci\u00f3n de metodolog\u00edas de inteligencia de mercados ya consolidadas, con herramientas y soluciones de desarrollo propio. Dichas soluciones permiten a las empresas de servicios, <strong>evaluar y mejorar la experiencia de informaci\u00f3n con el fin de incrementar sus niveles de satisfacci\u00f3n, fidelizaci\u00f3n y recomendaci\u00f3n<\/strong>.<\/p>\n<p style=\"text-align: justify;\">Adem\u00e1s, como nos comenta el ponente, han elaborado diversos informes donde explican en profundidad el concepto de Big Data desde el punto de vista tur\u00edstico. Por ejemplo, podemos consultar el <strong>Monitor de Reputaci\u00f3 Online 360\u00ba de Destinacions de la Prov\u00edncia de Barcelona 2015<\/strong> o, m\u00e1s recientemente, <strong>Monitor de Reputaci\u00f3n Online de Enoturismo 2016<\/strong>.<\/p>\n<h4 style=\"text-align: justify;\">Fuente:<strong>\u00a0<span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;The Ostelea School of Tourism &amp; Hospitality&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14913,&quot;3&quot;:{&quot;1&quot;:0},&quot;9&quot;:0,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:11}\">The Ostelea School of Tourism &amp; Hospitality<\/span><\/strong><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>El pasado 11 de julio los alumnos de Ostelea pudieron disfrutar de una nueva Conferencia de Management, celebrada en el &#8230; <a title=\"Rafael Gonz\u00e1lez, Socio Director de Vivential Value: \u201cEl futuro del Big Data es el capital reputacional\u201d\" class=\"read-more\" href=\"https:\/\/www.emagister.com\/blog\/rafael-gonzalez-socio-director-vivential-value-futuro-del-big-data-capital-reputacional\/\" aria-label=\"M\u00e1s en Rafael Gonz\u00e1lez, Socio Director de Vivential Value: \u201cEl futuro del Big Data es el capital reputacional\u201d\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":160,"featured_media":26232,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[759,785],"tags":[715,1782,2805,2832,3720,3999,4110,4285,10141,33,666],"class_list":["post-26230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-para-profesionales","category-nuestros-clientes","tag-big-data","tag-bases-de-datos","tag-eventos","tag-noticias-de-centros-de-formacion","tag-competitividad-empresarial","tag-3999","tag-fidelizacion","tag-almacenamiento-de-datos","tag-noticiaselpais","tag-marketing-online","tag-reputacion-online","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-25"],"acf":{"bannerid1":null,"bannerid2":null,"hreflang":null,"estilo_titulo":null,"fecha":null,"mostrar_faldon":null,"texto_faldon":null,"link_faldon":null,"link_texto_faldon":null,"link_button_faldon":null,"noticiasElPais":null,"noticiasLaVanguardia":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.1 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Rafael Gonz\u00e1lez, Socio Director de Vivential Value: \u201cEl futuro del Big Data es el capital reputacional\u201d - Blog Emagister<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emagister.com\/blog\/rafael-gonzalez-socio-director-vivential-value-futuro-del-big-data-capital-reputacional\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rafael Gonz\u00e1lez, Socio Director de Vivential Value: \u201cEl futuro del Big Data es el capital reputacional\u201d\" \/>\n<meta property=\"og:description\" content=\"El pasado 11 de julio los alumnos de Ostelea pudieron disfrutar de una nueva Conferencia de Management, celebrada en el ... 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