Topic: Measuring Success

Metrics mean relevance: Behold Door County’s data holy grail

Imagine being able to see exactly where your visitors come from, where they stay, and how much money they spend. Your marketing dollars don’t slip through your fingers, because your team can watch how effective their campaigns are on an interactive map. Better intel...

Beware bad KPIs: Your DMO may not be reaching its full potential

It’s time to get specific about success. Destination marketing organizations (DMOs) need to focus all of their efforts on goals that help them solve problems for their industry, residents and visitors. Then, they need to measure the right results. How else will they...

Are you invested in the right business models?

Today’s destination marketing organizations (DMOs) are wrestling with their relevance. For some, it’s an existential crisis. Their stakeholders are changing, consumer behaviour is leading disruption, revenue streams are drying up and being replaced, and destination...

How to become a data-driven destination

Sep 5, 2016 | Destination marketing strategy, Research and analysis, Topic: Measuring success

Nothing makes the case for change more strongly than a reliable set of data applied to a problem. The digital age is...

4 outdated destination marketing ideas that need to die

Aug 17, 2016 | Destination marketing strategy, Technology and innovation, Topic: Measuring success

It’s time to bust some destination marketing myths. As consumer behaviour evolves, older models for promoting a...

Net Promoter Score: How destinations can gather insights to improve the visitor experience and help operators succeed

Aug 9, 2016 | Research and analysis, Topic: Measuring success

Will visitors recommend your destination to their friends? If you’re not sure, it’s time to find out. Net Promoter...

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