Beyond the CTR: Why marketing intelligence must align with real business outcomes
With uncertainty still plaguing Australia and New Zealand’s economy, data and marketing intelligence is more important than ever before to build back business confidence. A panel of experts, including Tourism New Zealand’s Sarah Britton and 3Forward co-founder Steve Jones, explain how marketers can win back renewed confidence – both in themselves and within their business as a whole.
Tourism New Zealand has had a big challenge on its hands over the past 12 months, being forced to pivot its strategy towards domestic tourism as a result of COVID-19 travel restrictions, while still maintaining a strong international brand presence for when things eventually return to normal.
Speaking during Salesforce’s recent Finding Greater Confidence Through Marketing Intelligence webinar in partnership with Mumbrella Bespoke, Sarah Britton, global manager of digital analytics at Tourism New Zealand, explained: “We didn’t have a lot of data [about local tourists] at our disposal, so it was really trying to pull together any bits of insight that we could find and then standing up some tests as quickly as we could. When you’re pulling data from different sources, with government data, website data, and marketing data, you have to have a platform that can build out as much insight as you can find.”
In amongst all this uncertainty, automation has been a key factor in keeping the entire team informed and aware of any rapid changes. “We’re a small digital analytics team supporting multiple marketing teams around the globe,” Britton told the audience. “We don’t have the resources to be producing the insights and reports for every campaign, so it’s about how we automate a lot of those dashboards.
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