Driving Place Based Innovation podcast

2. Where Can Data Take Us?

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This second episode will focus on the importance of data and how it can aid organisational decision making. Our guest panellists include a visitor attraction and a destination, showing how data is of great value to all companies in the travel sector, enabling the most pressing challenges to be solved through the formulation of effective strategies and marketing campaigns.

At its core, data helps to replay the right messages to consumers and encourage them to move along the purchasing pathway. In the strive for continuous innovation, identifying new data sources helps to find new insights. Even simple tools can be useful for organisations and doesn’t need to be complex.

In this episode, we’ll be joined by:

  • Keith Merrin, Director, Tyne & Wear Archives and Museums
  • Marco Minicucci - Strategy and Marketing Project Manager, Milano & Partners

In this episode, we learn that data helps to delineate the numerous interlinkages between different factors and how data shows the need for responses to be nuanced and involve different partners. Data removes bias and assumptions and helps companies to go beyond having just a broad picture, but also to identify granular level details to fine-tune approaches.

We also learn the importance of keeping up to date with the latest technological improvements to ensure that systems don’t become outdated and of providing adequate training in data analysis and interpretation to employees. However, it’s important to keep some leeway for creativity and experimentation!

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The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

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