11.4 Turning Insights into Actions

Analytics is a critical aspect to be able to measure which of your activities are contributing to the destination.

Analytics is a critical aspect of your work as a destination to be able to measure which of your activities are contributing to your overall growth in visitors to the destinations, web traffic or social media engagement and conversions. Naturally, this is something you or your team is monitoring regularly identifying things that need to be improved or changed.

Analytics is a critical aspect of your work as a destination to be able to measure which of your activities are contributing to your overall growth in visitors to the destinations, web traffic or social media engagement and conversions. Naturally, this is something you or your team is monitoring regularly identifying things that need to be improved or changed. Here at DTTT, we are great believers in the power of data and analytics, encouraging teams to interpret analytics a bit broader, looking not just at numbers but also analysing activities based on a more qualitative analytics approach.

Actionable Insights

Many DMOs are turning analytics into regular reports that are then distributed internally, summarising growth, sales and overall development of the website and specific channels. However, for most destinations, this is making analytics quite complex and short-term opportunities for the destination to improve can easily be overlooked in long pdf reports. Sharing reports with the management and organisation-wide is still important - so don't scrap the bi-weekly or monthly report summarising analytics from your internal system, Google Analytics or platform-specific analytics and performance reviews. To make sure your team is not losing sight of the short term gains, we have developed a template to help note down and identify actions that can help to make quick changes and should be prioritised. The idea behind sharing insights regularly is to make sure you are always focused on improving and evolving things relating to your website or overall content. Use the top half of the template as space to regularly add sticky notes to not lose sight of what you need to change or work on.

In addition to that, we also think it is important to keep learnings or feedback on top of mind, hence we have dedicated the second half of the template to give room for a 'DMO Rule Book'. The idea behind this is to share knowledge, feedback and learnings internally in a fun and efficient way. Once the template is printed, it can serve as an interesting knowledge board, enabling team members to share what has helped them to deliver 'Wow Results, what are key engagement drivers on social media and which content nuggets are standing out. This is a great way for team members to internalise these learnings and apply them to all future activities to make sure the same mistakes are never made twice.

Sharing Insights & Knowledge

Organise a bi-weekly stand-up meeting, gathering different teams in front of the template, looking at ways in which you can turn insights into actions and also educate everyone internally about learnings that are part of the DMO Rule Book. The aim of the rule book is to reflect the continued changes that are taking place within the organisation, openly sharing internal wisdom to ensure everyone's work can benefit from that and help ensure the overall success of all activities.


Analytics is a critical aspect of your work as a destination to be able to measure which of your activities are contributing to your overall growth in visitors to the destinations, web traffic or social media engagement and conversions. Naturally, this is something you or your team is monitoring regularly identifying things that need to be improved or changed.