Topic: Measuring success

10 million conversations: This city uses sentiment analysis to hear how its people really feel

As more travellers visit Calgary, Canada, its destination marketing organization (DMO) uses advanced new research to shape strategic planning. The city welcomed almost seven million people in 2017, which reflects a rise in leisure travellers. Meanwhile, how do...
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Engagement benchmarks: How does your destination compare?

You’ve just received your DMO’s quarterly marketing report. Flipping through the deck, you see that your social media channels are showing strong numbers. 70,000 more engagements here, 8,000 more followers there - growth is happening across the board. It seems like...
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Finally, sentiment analysis lets DMOs measure word of mouth on an undreamed-of scale

A destination’s brand is made of two things: the experiences a place offers and the stories people tell about them. What if you could see everything people are saying about their experiences in your destination, positive or negative? Start with the last 1,000,000...
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