From big to meaningful data. Food for thought for DMOs in the age of data driven marketing

The abundance of data has seduced everyone. Even DMOs.

The fact that the online behaviour of tourists has become an inexhaustible source of data, does not mean that we are compelled to take it into account.

The fashion of investing report pages, time and attention to social media "likes" has rubbed off on many DMOs, but has not had an impact on the quality of the decisions that are made.

The experiments in the use of cell phone data have remained the same: experiments.
Too expensive and too little information for the core business of DMOs.

We talk so much about data that we have forgotten that it is a means, rather than an end, for making and evaluating decisions.

A panel for those who dream of a conscious data driven DMO.