Measuring impact and recovery
Understanding your data story and potential avenues for recovery is going to be essential in the coming weeks and months. Circumstances are changing fast, however, and measuring your recovery process is complex.
- Reinterpret traditional performance metrics: Research sources and data options are abundant but not all the same metrics you usually use to track performance will be relevant in their own right in the short-term. For example, while a hotel may measure overnight stays as a key performance metric, this alone measured in the short-term may give an overly negative picture of your marketing impact, as overnight stays may only significantly increase after a lag period.
- Take stock and harness the “room to breathe”: This is a great time to examine your resources and determine future needs. This is a chance to take stock and develop your impact strategy as recovery will inevitably be a gradual process – harness this period tactically and strategically where possible.
- Track online metrics: Traditional metrics like overnight stays and inbound traffic will recover slowly but that does not mean your marketing impact has been ineffective – shift focus towards online trends, advocacy, social media metrics, and perceptions to forecast how your recovery will take shape as restrictions are lifted.
- Track your media profile: Pay close to attention to how your destination is being portrayed in the international and local media, where there are perceptive gaps or misinformation, and how this is being received by consumers – this media profile will be the only exposure many consumers have to your destination in the lag period as recovery commences.