Making the Most of App Data
Creating data driven insights to assist tourism destinations
Photo by Chris Liverani, Unsplash
Using Data Strategically for Destinations
In this project, the University of Edinburgh’s Bayes Centre collaborated with traveltech business Whereverly to:
Analyse Whereverly’s website and app user data to develop useful data visualisation or interface for their client destinations, such as:
Visitor demand (demographics, numbers, interests),
Hotspots (popular geographic locations), and
Typical visitor journeys.
Review the data architecture required to enable Whereverly’s insights to be relayed to their destination clients in a systematic way.
The long-term ambition is for Whereverly’s data-driven insights to be used by their destination clients to improve their marketing performance, attracting more visitors to the region.
In addition, when shared with local businesses, Whereverly’s insights could help them make decisions about their own business with reference to data.
Partners: Whereverly, University of Edinburgh
Funding: The Data-Driven innovation Initiative as part of their ‘Building Back Better’ open funding call, helping to transform the City region into the data capital of Europe. The open call is part of Scottish Funding Council Covid-19 Recovery funding to the University of Edinburgh, and has allowed the Data-Driven Innovation initiative to allocate up grants to support staff at the University apply data-driven innovation ideas to promote job security, creation and retention within universities and economic and social recovery from the pandemic across the wider Edinburgh and South-East Scotland Region.
Current status: Completed