Through the MapCase suite of apps, skiers, hikers, and cyclists give feedback on the spot. This data is supplemented by social media, hotel ratings, targeted survey, and other touch points.
The data is relevant to both the tourism industry and sport product brands, opening up a direct channel to customers and allowing them to immediately react to current trends.
Using Tableau Server, MapCase embeds powerful dashboards into their products—and the demand for their solution is growing within the industry. Knowing the preferences, usage behavior, and satisfaction of their respective target audiences enables tourism companies to optimize their activities in entirely new ways.
Thanks to Tableau, MapCase is confident that they will become one of the major players in this market going forward.
Geolocation data: A big opportunity for marketing experts
Mapcase develops mobile apps MAPtoSNOW, MAPtoHIKE and MAPtoBIKE. The apps continuously record GPS data and allow their users—winter sport enthusiasts, hikers and cyclists—to keep track of their own achievements and compare them with others. To drive customer engagement and app usage, MapCase offers a variety of additional functions, such as prizes for certain achievements, virtual competitions, scavenger hunts and leaderboards.
According to Bastian Kneissl, co-founder and CEO of MapCase, more than 200,000 sports enthusiasts worldwide actively use the MapCase apps. They open a dialog with the user, asking a variety of questions regarding satisfaction with the touristic offers or recommendations for other users worldwide. All of this information — combined with positional data — is collected on the MapCase servers in virtually real time.
“Thanks to our apps, we had built a very valuable channel for interaction and started to actively encourage our users to give feedback about their satisfaction with the provided services,” says Bastian Kneissl. “We knew which routes and ski slopes were particularly popular and which ones weren’t. We knew what age and gender groups would stay where and for how long, and how satisfied they were with what was offered to them.”
It became clear that this sort of information was in demand, with both marketing and tourism companies. Before Mapcase, it hadn't been possible to collect and utilize this data using conventional methods. Companies were intrigued by the ability to identify preferences, usage patterns of regional facilities, and satisfaction levels in a timely fashion.
“Our interactivity and real-time insight into customers opens a direct channel between the tourism industry and their customers, allowing them to immediately react to current trends,” says Kneissl. The challenge for MapCase was to process those continuous streams of huge amounts of data in the shortest possible time and in a way that would allow a wide variety of companies in the tourism industry to leverage the results when making their decisions. Initial attempts at manually analyzing the data and creating reports that made sense had taken almost four full days.