Cost, quality and skills are three of the key factors ensuring the effective use of data for business success. Presenting a Routes Talk entitled 'The Lack of Data in Africa' at Routes Africa in Tenerife, Canary Islands, Sabre senior management consultant Gad Wavomba said while good data does cost money, the return on investment makes it worthwhile.
However, he added in order to ensure effective ROI, one must be confident over the quality of the data. Wavomba said: “There are so many different types of data. (You need to ask yourself) ‘is this data the type you can trust? Are the numbers right? That’s a challenge from Africa’s perspective and from the airlines’ perspective.”
Once the data is in hand and proven to be trustworthy, Wavomba argued there is still work to be done. He added: “[You need to know] how do you use it and analyse it and come up with recommendations and process it to drive your bottom line.”
However, he admitted there were still issues with collecting data in Africa after delegates pointed out records of buying tickets are often not as detailed. Wavomba added airlines need to trust any data shared is done so confidentially to ensure it doesn’t end up being used against them.