DIGITAL OPERATIONS DASHBOARDSgrowing digital sophistication for tourism operators

- Tom Goodwin, TechTarget

The Internet is the most powerful mechanism we can imagine to match perfectly individuals that need something, and people with something to offer.

- John Wanamaker, 1838 –1922

Half the money I spend on advertising is wasted; the trouble is I don't know which half.

Social media is less expensive than advertising, with more impact.And it’s measurable – you can see what is or isn’t working.

- RTO4 tourism operator

“We dabbled in Google Analytics and the back ends of Facebook and Twitter, but not much more than ‘How many Likes this month?’”

“Now, we see last Thursday’s Facebook post was shared 20 times and our sales in a particular city location jumped that afternoon.”

- RTO4 tourism operator

It was a revelation to see how our online sales flowed. Measurement helps us make better decisions.

- RTO4 tourism operator

DIGITAL OPERATIONS DASHBOARDS

Assumption

My website is optimized

Myth

Mobile devices are not relevant to my business

Assumption

I’m in the visitor’s guide… I’m easy to find!

Myth

My target market doesn’t use _________

[social media | Google | tablets | TripAdvisor]

Device Type

Social Media Reach Age Groups

Website Referral Source

Page Load Time(UX/Hygiene)

Mobile Bounce Rate(UX/Hygiene)

Viral Reach(Storytelling Efficacy)

Social-to-Web(Storytelling

Efficacy/Hygiene)

Social Conversions(Digital Operations)

Find and delegate staff to direct your online presence: website maintenance, online sales and social media. Create a new position or change a job description, but somebody must take it seriously.

- RTO4 tourism operator

Every attraction and festival should get on this. The trick is to see the potential now, and then take the plunge.

- RTO4 tourism operator