CONTEXTE
Tourisme Gaspésie has access to a wealth of data that is subject to regular analysis, including digital marketing data and traffic data. Recognizing the importance of these data and their impact on its performance, ATR wants to take greater advantage of it. Tourisme Gaspésie then commissioned Touriscope to conduct an internal diagnosis in order to obtain a portrait of current customer data management practices. This diagnosis is an essential starting point for the establishment of an effective, structured and coherent data management process.
APPROCHE
To carry out the diagnosis, Touriscope proposed a two-part approach:
- Four members of the Tourisme Gaspésie team answered a questionnaire to identify the types of data collected and how they are managed and used;
- Telephone interviews with team members to complete the understanding of the process
To make the diagnosis, Touriscope focused on the 3 key steps: the collection, compilation and analysis of customer data.
RESULTS
This study provided an overview of Tourisme Gaspesie's data management approach and more particularly of:
- Identify the strengths and weaknesses of the data management process;
- Lay the necessary foundations for the establishment of an effective data management process;
- Issue concrete recommendations based on current strengths and weaknesses.
More generally, the diagnosis made it possible to make the ATR team aware of the importance of customer data and the need to structure the process.
CREDITS
Photo : Gaspésie © Tourisme Québec/Yves Marcoux