{"id":2314,"date":"2024-01-18T23:20:45","date_gmt":"2024-01-19T02:20:45","guid":{"rendered":"https:\/\/hsmailatam.org\/?p=2314"},"modified":"2024-01-18T23:26:21","modified_gmt":"2024-01-19T02:26:21","slug":"los-lideres-de-revenue-insights-convertir-datos-en-historias-de-rentabilidad-convincentes","status":"publish","type":"post","link":"https:\/\/hsmailatam.org\/en\/los-lideres-de-revenue-insights-convertir-datos-en-historias-de-rentabilidad-convincentes\/","title":{"rendered":"Revenue Insights Leaders: Turning Data into Compelling Profit Stories"},"content":{"rendered":"<p>By David Warman, HSMAI Ideas and Team Executive<\/p>\n\n\n\n<p>Revenue managers (<em>Revenue Management<\/em>) of hotels face increasing expectations to drive results through true data-driven decision-making. The pandemic has heightened these expectations.<br>Influencing outcomes requires process and intention beyond collecting data and making observations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What are the characteristics of revenue insights leaders?<\/strong><\/h2>\n\n\n\n<p>Insightful storytelling can transform a tactical data wielder into a strategic revenue insights leader.<br>It takes more than collecting data to make an impact.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Curiosity: insatiable curiosity to continually ask why this and why that.<\/li>\n\n\n\n<li>Data obsession: They want to see and understand numbers; they are not satisfied with opinions or points of view.<\/li>\n\n\n\n<li>Hypothesis-driven: They create hypotheses to challenge the status quo.<\/li>\n\n\n\n<li>Impact Orientation \u2013 They are not satisfied with the observations.<\/li>\n\n\n\n<li><em>Expertise<\/em> in telling the story of data: they know the power of a story and appeal to all types of audiences.<\/li>\n<\/ul>\n\n\n\n<p>It is through storytelling that the power of knowledge changes an organization.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An idea is not an observation; it changes the status <em>quo<strong>. <\/strong><\/em><strong>A powerful insight:<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It influences opinions;<\/li>\n\n\n\n<li>Directs the strategy;<\/li>\n\n\n\n<li>It forces action.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The good news is that there is a usable formula for creating powerful insights:<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify opportunities.<\/li>\n\n\n\n<li>Start with current performance and evaluate.<\/li>\n\n\n\n<li>Be a great listener.<\/li>\n\n\n\n<li>Talk to business leaders at all levels; opportunities can be discovered through listening and observing.<\/li>\n\n\n\n<li>Brainstorming: Gather people into groups\u2014such as sales leaders, marketing leaders, and digital leaders\u2014and brainstorm the opportunities they see in the business.<\/li>\n\n\n\n<li>Estimated value: With more opportunities, determine which ones are the most powerful by estimating their value and then begin the process of finding data to support the chosen opportunities.<\/li>\n\n\n\n<li>Identify the barriers: Each of the chosen opportunities will have barriers that prevent achievement. These are often based on strong emotions such as conflict, tension, fear, or worry. It&#039;s important to identify these, as they will become central to the data narrative.<\/li>\n\n\n\n<li>Hypotheses: Now it\u2019s time to test hypotheses, for example, \u201cI think doing X will improve Y.\u201d Revenue leaders are in a position to validate their hypotheses. For each hypothesis, a team can apply the treatment to a select group of customers or channels using AB testing or a pre-post model. If you really force a hypothesis, it often doesn\u2019t come true. The beauty of a null hypothesis is that it\u2019s another way of looking at an opportunity.<\/li>\n\n\n\n<li>Influence through storytelling: Stories are a huge influencer, and great stories are told over and over again year after year. People&#039;s stories about the fundamental reason they did something that was discovered years ago can be inspiring and informative.<\/li>\n\n\n\n<li>Identify the audience: Are there biases in the group? Prepare for any resistance. Identify personality types. Divide them into four categories: analytical, emotional, demanding, or contemplative. Identify their learning style. Are they visual learners? Are they just looking for three points? Do they prefer a verbal story? Plan the presentation method: a Word document? A PowerPoint presentation? Or simply a whiteboard to speak directly to the group and write key messages?<\/li>\n\n\n\n<li>Create a headline: Draw listeners into the story. It needs to be compelling to grab attention. It&#039;s a short phrase or statement that provokes action. Combine data and ideas into a compelling story that attracts preferred stock.<\/li>\n\n\n\n<li>People involved: without implications, everything that has a story is an interesting fact.<\/li>\n\n\n\n<li>Actionable Recommendation: Drive the story toward a recommendation to leverage the information. Insights with implications turn knowledge into action.<\/li>\n<\/ul>\n\n\n\n<p>Aspiring revenue insights leaders can use insights and stories to influence people to take action and will end up having a much greater impact in their role.<\/p>\n\n\n\n<p>Believe me, <strong>Insight experts increase revenue\u2026 <\/strong><strong>and profitability!<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>By David Warman, HSMAI Insights and Team Executive Hotel revenue managers face ever-increasing expectations to drive results through true data-driven decision-making. The pandemic has amplified these expectations. Influencing results requires process and intention beyond collecting data and [\u2026]<\/p>","protected":false},"author":4,"featured_media":2331,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[12],"tags":[41,40,43,36],"class_list":["post-2314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-distribuicion","tag-datos","tag-gestion-de-ingresos","tag-hoteleria-2","tag-revenue-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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