An introduction to pivot tables
Not all data will be presented in an online dashboard. Some data will only be available to view via download, often in a spreadsheet format. No matter how large your …
Course: Understanding Data in the Tourism Industry
External Agencies and OTAs
Even though you make more profit per transaction from direct bookings rather than third-party distributors, collaborating with online travel agencies (OTAs) can be beneficial for small businesses. Through their extensive …
Insights from online reviews
Customer feedback data, such as provided through TripAdvisor, can be used to inform decisions about operational aspects of your business. In this video you will hear from Camera Obscura and …
Social media marketing insights – Scotbeer
In this video, Sarah from ScotBeer talks about how they use Facebook insights to find out about the level of engagement from different customer segments to inform their marketing strategy. …
Analytics
This video introduces you to the various analytics tools that are out there for you to start using, ranging from free website analytics to social media insights. While watching the …
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 …
Go digital, be seen
Today’s business world is digital. The tourism sector has been slightly behind the curve when it comes to adopting new technologies with many businesses still not online bookable. Yet, there …
Interrogating your data knowledge and identifying gaps
Congratulations on having completed week 3. This week, we’ve had a look at some examples of how you can use data in relation to understanding your visitors, your marketing communications, …
Retaining skills
Human capital is a key driver to productivity and includes education, skills and training acquired by workers both on the job and elsewhere. Especially small businesses struggle to fund training …
Data and your employees
Another key operational benefit of using data is the productivity gain you can get from connecting data to your human resource management. In this video you will hear from a …
Digital campaigning, tracking and measurement
To elaborate on the value of customer data, in this video Sarah will tell you about how they measure their marketing efforts using digitised visitor data. While watching the video, …
Using data for marketing & communicating to your visitors
A great way in which customer data can be used to increase your productivity is to inform your marketing strategy and how you communicate to your visitors. In this video …
Data and your visitors – Booking
To look at visitor data from a more general viewpoint, in this video Sara from Scotbeer will tell you about how they monitor customer behaviour data to inform their service …
Data and your visitors – selling in advance
A first source of data in any business is often the customer information you have. In this video you will hear from Musselburgh Racecourse about how they used visitor data …
Data and Productivity
Working with data doesn’t always need to mean coming up with new products. More often, it can just help you refine processes and improve your services. Developing a website can …