Tourism Australia moves ahead on data-driven strategy

Published on : Monday, May 3, 2021

While international borders have remained closed for more than a year, Tourism Australia is at present working behind the scenes on the way to boost up tourism once the borders reopen.

Paul Bailey, the Tourism Australia, GM of digital and transformation, explained that the national body had been working together with its agency, UM, and collaborate to understand its target travelers in a better way and create “the path of least resistance”.

Almost two years ago, the tourism body had started its work to build out a unified ID, before getting disrupted by bushfires and COVID.

“We work with our strategy team and UM to define our high yield traveller. It is key we understand who we want and need as a country,” Bailey said. “And then find the channels we can influence them.

“We work with online partners and onshore partners to drive audiences to them, because we know that the consumer travel purchase flow is not a linear flow.”

From October 2020, the team has once again focused on a cookieless world, and what that means for the funnel of customers to Tourism Australia.

“I don’t think any brand right now can say we’ve solved it for a cookieless world.

“But, we are learning that we can stitch data together and get insight from that data which is hugely valuable,” Bailey said.

At present, the organization is live with a proof of concept involving the Northern Territory, TA’s data warehouse and a data provider, IOTA, along with its own channels.

“What we have not done yet, is turn it into actionable data,” Bailey explained. “We have not thought past insight, and the reason for that is we are looking at the changes, Google, Facebook, Apple, GDPR, California State.”

What they are using that data to do is adjust content and creative in response to that data. “If we know that the people coming to our site, and that they are all coming for Queensland, we might then change the creative to focus on Queensland.”

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