Tourism Australia CMO: Data is about gaining efficiency in marketing

Chief marketing officer Lisa Ronson talks about data, social and the balance of paid, owned and earned media in the latest AANA Marketing Dividends episode

Using data in marketing is all about gaining efficiency and relevancy, Tourism Australia’s CMO, Lisa Ronson, says.

Speaking on the latest edition of the AANA Marketing Dividends program on Sky News Business TV, Ronson said the tourism promotional body is tapping data insights to define and control what messages it’s sending to consumers, resulting in a more efficient and targeted message.

To help, Tourism Australia has established data sharing agreements with Virgin Australia and Qantas.

“It’s about getting the right message to the right customer at the right time,” Ronson said. “Through data and data sharing deals, we can understand who has booked a trip to Australia and who hasn’t. Those two variables illustrate two very different points in the purchase funnel.

“If you have booked a trip to Australia, we won’t bother serving our ‘Come to Australia’ messages. Instead, we’ll start serving information like ‘here’s the experiences that you can do when you’re in Australia’ or capital city type messaging.”

The efforts appear to be working. In the last year, 8.1 million visitors came to Australia, a rise of 11 per cent year-on-year.

Ronson noted Australia reported $98.6 billion in tourism expenditure in the last year, an increase of 7.5 per cent year-on-year. This figure is forecast by Tourism Australia to reach at least $155bn annually by 2020, and she predicted it could exceed this target by up to $10bn.

“Our role as a tourism body is to make sure we generate tourism spend that contributes back to the Australian economy,” she said. “It’s very much about expenditure and we unashamedly focus on a high yield, in-bound traveller.”

Content and social media are core components of Tourism Australia’s go-to-market, and Ronson noted more than 3000 piece of content are being generated a day to promote Australia to international visitors. One of these was by Symbio Wildlife Park, which has had 150 million points of engagement thanks to sharing content on Tourism Australia’s various platforms.

“The park’s visitation increased 60 per cent as a direct result of what we’ve done,” she said. “We know we get great engagement and it leads to the bottom line.”

When it comes to managing the split between paid, owned and earned media, Ronson said there’s no silver bullet. The key is ensuring those things are connected.

“We focus on our own channel, with some of the more basic content like itineraries, trip planners, weather information, visa information,” she explained. “We also looked to our earned channels, and advocacy is a really important factor in choosing an international destination.

“We then use paid media to inspire consumers, then they come to our owned channels to connect those dots together and plan their holiday. So they have to be linked.”

Of course attribution is a key issue for marketers, and Ronson said Tourism Australia struggles to achieve 100 per cent attribution modelling because it’s not selling products or services directly.

“We look at a number of different data points, ultimately numbers like spend and visitation but before we get to that, we look at lead indicators such as website traffic,” she said. “When we launched our aquatic and coastal campaign in New York in January last year, we had record visitation and engagement on our site the next day, which gave us a clear indicator that the campaign was resonating with target customers. Through the funnel, we look at things like Google Analytics to see how Australia is tracking in Google search terms, then through to visitation and expenditure numbers.”

Lisa Ronson was listed as one of Australia’s top 50 innovative CMOs in our 2016 CMO50 list. Read more about Tourism Australia’s marketing strategy and how Ronson is leading the way as CMO here.


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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Do you need a loan to pay off your credit or debit? Do you need financial help to set up your own business? Do you need a loan to carry o...

NORA

Facebook: Friction is costing Australian businesses $29 billion a year

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Sanket Nair

7 businesses successfully implementing chatbots

Read more

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Latest Podcast

More podcasts

Sign in