In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on 'Business Intelligence, Data & Destination Marketing' and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre to learn more about Geneva Tourism's focus and approach to data-driven marketing, business intelligence and the use of that for the organisation.
Hello, I am Jean Phillipe, also known as JP. I am PMP certified project Manager responsible and accountable for data collection and insight across all of our business units within Geneva Tourism and Congress. I have managed multiple projects focusing directly on Tourism, Hospitality & IT.
One of our biggest challenges is profiling and segmenting our potential and current customers. We have a range of touchpoints, both online and offline, where our customers leave a trail of data. Gathering the data is often not the only challenge, knowing which data to ignore, and which data to keep, analyze and drive insights from, is often the bigger challenge!
Our biggest challenge is also our biggest opportunity! Segmenting and profiling our customers will enable us to offer more personalised content, offers, packages and experiences.
Leveraging Data for Destination Marketing
We are at a turning point, we have the foundations in place, however, there is still some way to go in terms of being able to determine if our marketing spend is effective or not.
Internal Structure & Setup for Data Analysis
This is a loaded question and one difficult to answer in a few paragraphs. We are collecting data from various sources, you can find out more about this by attending our talk at the DTTT. We input all of our data in Tableau this enables us to manipulate the data in whatever format is required for the end user.
Data informing Geneva's Marketing, Commercial & Development Needs
At the moment we have several dashboards in place to support our different departments, Convention Bureau, Marketing, Tourist Information Service etc. Each dashboard is fully focused on a specific business and user case. For example, we developed a dashboard for the Tourist Information Centre (TIC) which provides data on the number of Hotel, Products and Guided Tour bookings sold in a certain period. This dashboard enables the TIC to quickly evaluate their performance, understand key periods for specific offers and packages, and top performing sales representatives.
In the marketing department, our focus is on better understand what marketing efforts generate the most overnight stays.
Data Insights & Business Intelligence
They are different factors that “drive” analytics in a company. Either, you have a strong management focus on analytics and business intelligence or it can start with a specific business problem than then leads to more questions, more data and more analysis.
For the moment, I think it would be fair to say that we have a fragmented approach; project by project based on specific user or business pain/problem. That said, we have the foundations in place to begin to layer over some additional data that should, in theory, begin to give us a holistic view of our business and marketing efforts.
Data-driven Marketing & Performance
The level of impact is determined by the level of engagement 😀 This is easy to say but it is fundamental to understand this in order to move forward. In our case, we started small, focusing on solving one problem for one user, however, in having this approach we have now found that we are reporting lots of data and by layering data we are beginning to have real insight into our business and marketing efforts – although, that said, there is still some way to go.
In terms of Business intelligence we have 3 key levels:
- Descriptive: looks at data & analyzes past events, insights on how to approach the future.
- Predictive: encompasses a variety of statistical techniques to analyze historical data to make predictions for the future.
- Prescriptive analytics: using mathematical science and machine learning to suggest possible actions to do.
We are currently at the descriptive level which includes questions such as; What happened (reporting), Why did it happen (dashboards), What’s happening now (Live data). The next level for us, in 2018, will be at the predictive level, analyzing historical data to make predictions for the future with a first focus on the sales of the convention bureau.
Future Importance of Data & Business Intelligence
Data and Business Intelligence is imperative to our success. We must harness data to better understand our customers, thus enabling us to offer unique content, offers, packages and experiences and ensure that we stay relevant against much bigger players in the market. Travel is an emotional journey and meeting consumer expectations require a personalised touch. The more that we know about our audience the better chance we have of success.
Business intelligence offers us the opportunity to be more effective, pushing the most relevant message at the most relevant moment on the most relevant device.
Why should attendees of #DTTTGlobal not miss your talk?
Data capture is an uphill struggle. During this talk, I will present to you our approach to how we have tackled this beast. You can expect to leave knowing what kind of obstacles to look out for and how to overcome them with key allies and much more. Come and join me and we can go on this journey together.
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