{SUCCESS STORY} PARITY MAKER. Reactive automation v. proactive automation

An improvement in the results of any company is based on its ability to optimise processes. In this regard, the automation of different procedures enables time to be saved, the number of errors to be reduced, greater agility, and the attainment of relevant information related to possible clients or the competition.

In this context, at Paraty Tech and Data Seekers we go a step further. Convinced that the automation of processes or tasks is key, we believe that rather than constituting an isolated act, it must form a part of a business philosophy that definitively contributes to the optimisation of results.

Consequently, both companies proposes exhaustive work founded on the exact definition of the parameters to be mechanised, without losing sight of the objectives we hope to reach, with the final goal of ensuring these parameters are executed efficiently by the technological solutions included as improvement tools in workflows.

Therefore, an almost-perfect scenario is put forward where automation ceases to be a reactive element, becoming a proactive element instead, such that the tools we use are capable of collecting large amounts of data as well as analysing this data and providing responses that enable us to anticipate the behaviour of demand.

As such, machine learning or automatic learning is introduced, supported by the evolution of Big Data and artificial intelligence as an automation alternative where the identification of problems and their subsequent solving is accompanied by a learning process, with the technology itself being charged with making decisions in real time, based on the analysis of statistical data or even on the analysis of behaviour patterns.

To understand this new vision, Google can serve as an example. Some time ago now, the North-American company based its technology on the development of computing algorithms that learn from experience, including the search engine itself, YouTube, Gmail and Maps.

Likewise, Facebook, through technology based on automatic learning is capable of detecting undesired content during the issue of a live video (Facebook Live) and blocking it immediately.

On the other hand, we should mention the use of machine learning in sales, specifically in e-commerce, as automatic learning allows for the design of predictive models to recommend items bearing in mind previous purchases. In the same vein, and considering, in this case, the browsing data of each client (products viewed, information consulted, etc.), this will permit the creation of models to determine what products/services are to be sold in an area and take them to a point near their destination, contributing to an improved user experience.

MACHINE LEARNING AT THE SERVICE OF THE TOURISM SECTOR. A practical example of proactive automation

Parity Maker is a tool with Data Seekers technology and marketed by Paraty Tech. By addressing the current needs of the hotel sector and through data analysis, it automates decision making in real time and is capable of matching the price of a room at a hotel to the price of the reference OTA. In other words, it converts what can be called passive automation (data collection and preparation of reports) into active automation, given that it compares prices and matches them through the predefined algorithm.

The result obtained can be translated into time and cost saving, as well as an improvement in customer service and an increase in conversion rate. The hotel can improve its price for this client at the same time the individual wishes to make their online booking, therefore minimising the rebound rate or preventing the need for future remarketing actions.

Essentially, it can be stated that although you choose a reference OTA, it is Parity Maker that takes care of implementing the pricing strategy defined by the revenue manager and their team.



Nobody questions the importance of the quality of a website, both in terms of its communication ability and its technical ability. Many of the aspects that comprise a site will be clearly defined by subjective variables that are difficult to quantify. However, there are many other variables that are easily quantifiable and that will definitively contribute to increasing visit and/or conversion rates. Therefore, the accessibility, load speed or functioning of links become basic elements in the process of optimising expected results.

Currently it is possible to automatically test a website, avoiding routine manual procedures, saving time and money.

At Data Seekers we offer an online tool to test websites and their level of screen resolution, web browser, 404 errors, domain downtime, etc. The functions are simple. The web testing tool sends a robot to perform tests when necessary. If it detects a problem, the person responsible for managing the site will be sent a report by email detailing the incidents detected. 


Benchmarking has become an essential technique for any company as it enables the internal analysis of the organisation’s activities alongside an analysis of the activities of the competition, with the aim of improving the decision making processing, adapting to market trends by improving the actions that define the processes of your competitor set.

Using techniques like scraping, today it is possible to automatically extract information from any website, enabling you to flexibly monitor competitor’s prices and detect changes on websites.

However, it is also important that the competition doesn’t find out what you are doing. Anti-scraping is a tool that alerts the user of clients that are scraping robots, meaning they can act on them with disinformation measures. Consult the options Data Seekers offers you in this regard.


One of the maxims of search engine marketing is based on the following statement: “If you aren’t on Google, you don’t exist.”

SEO analysis will allow you to find out your positioning on Google in real time against a set of keywords. This tool also includes an alerts system that can inform the user when certain conditions are met. It is highly useful for understanding the impact SEO actions are having on your domains.

Make sure you get in touch with us.






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