Adelaide City: Using location data analytics to improve destination marketing

Adelaide City Council's CIO explains how a marketing and IT partnership is allowing the group to better engage visitors and locals in the city

Typical destination marketing programs have a tendency to fall back on the usual clichés of landmarks, icons and cultural attractions. But for Adelaide City Council, making the city a more attractive destination has meant reimaging what it means for a visitor or resident to interact with the location.

As a result, it has embarked on a data-driven ‘smart city’ strategy to position Adelaide as both a centre for technology-driven innovation and a great place to live.

To date, most smart city initiatives in Australia have been implemented to solve specific problems, such as providing community Wi-Fi, deploying light sensors to reduce power consumption for public lighting, or installing smart signage to improve traffic flow. But according to Adelaide City Council’s CIO, Peter Auhl, his city’s initiative is part of a broader destination marketing strategy that aims to use data to make Adelaide a more attractive place for residents and visitors alike.

“The intent for us is primarily around growth,” Auhl says. “South Australia is transitioning away from manufacturing into new areas, so the intent is to develop a strategy that focuses on growth outcomes. And we wanted to set ourselves apart and to be seen as a city that is doing things differently.”

Realising this vision has meant forging links between the council’s marketing and IT functions, particularly for informing citizens of new services.

“Marketing is heavily involved in how we pull this together,” Auhl says. “They are involved in how we engage through different digital channels and social media, to have people think differently about how they can interact with our city.”

The council has already installed traffic and lighting sensors on one street in its CBD as part of a pilot study into how the technology can be used to improve the experience of customers – in this case, the residents, workers and visitors to the City of Adelaide.

Auhl says the program kicked off with an extensive ideation process, using design thinking techniques to find and investigate those elements of city interaction that were frustrating customers, and then seeking appropriate technology to address those frustrations. Council has taken into account a number of possible customer personas such as residents, tourists or people with accessibility issues, when determining where to invest.

“We took a couple of months at the beginning to sit down and whiteboard those processes and ideate our way through that,” Auhl says. “We are looking at things like access and inclusion, as well as how do we interact with foreign tourists who don’t speak English as their native language.”

Importantly, Auhl says the Council will collate data gathered through its smart cities program together with existing data sources and make this available to interested parties, such as current and prospective business owners, to help them plan their businesses more effectively. This might include data such as pedestrian movements, to give business owners a better understanding of foot traffic through specific areas, and will see the Council investing in APIs and other technologies to make that data accessible in an easy-to-use form.

“That helps with their business planning and makes it simpler for them to take the risk in starting a business,” Auhl says. “It’s just thinking differently about how you use that information. Certainly with road traffic data, that has been around a long time.”

The strategy ties into other recent initiatives designed to promote Adelaide as a centre for innovation, such as recent driverless car trials and a new proposal to deploy 10-gigabit per second broadband connections across the city’s CBD.

The overall technology program has been planned out over ten years, and Auhl says the Council has developed indicators that will help it determine the contribution of specific investments to growth.

“We see an opportunity for us to think differently about how we can make people’s experience better,” he says. “By taking a citizen-centric approach we can change how people interact with the city, and create a vibrant city that has a positive snowball effect that generates more and more interest that ultimately leads to growth.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in