Image representing data analytics and tools that might provide data, eg Twitter and Trip Advisor

Tools to make it happen

There are a range of basic, free and easy to use analytics packages available for you to gain insight into your marketplace. The dashboards they create are a great way into data analytics. They can help you to figure out what you are looking for from the information you have, before creating your own database and systems.

Your business does have access to data, analytics and promotional tools in ways you probably don’t even think about. Making use of the many tools that are out there can improve your business by helping you with data analytics, target marketing, benchmarking and monthly reporting.

The steps in this week of the course serve as a resource bank to signpost different tools that are out there for you to use. Many of the skills required to work with these can be easily acquired online through free tutorials and webinars, for example as offered by Digital Tourism Scotland.

Local Destination Marketing Organisations also run a lot of free training and onboarding courses and workshops for SMEs (Small to Medium-sized Enterprises) so consider reaching out to them.

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This article is from the free online course:

Understanding Data in the Tourism Industry

Edinburgh Napier University