Developing the effectiveness of marketing and sales in a tourism company
The goal of the project was to enhance the company’s understanding of the principles and practices of data-driven decision-making.
Goals
Arts & Crafts Restaurants is a family-owned company based in Central Finland. The company operates two restaurant and accommodation establishments: Taulun Kartano in Toivakka and Ravintola Harmooni in the center of Jyväskylä. The restaurants are located in historic buildings that the family business has renovated – respecting the heritage – for tourism and restaurant purposes.
The goal of the project was to enhance the company’s understanding of the principles and practices of data-driven decision-making and to find solutions for utilizing various data-driven management tools in monitoring the effectiveness of marketing and sales.
What was done
The collaboration consisted of the following actions:
- Definition of needs and metrics for data-driven decision-making
Defined what marketing, sales, and operational data needed to be tracked, measured, and managed. Identified the existing and available data sources that can already be collected. Clarified the metrics that should be defined for different areas of the business. - Identification of data-driven management tools
Conducted a survey of various data-driven management tools based on the defined needs. Provided insights into the functionalities of these tools and, in particular, how they can be utilized to support operational management. - Data-driven decision-making action plan
Developed a data-driven decision-making action plan for the company. Created a data-driven dashboard for the company to monitor the effectiveness of marketing and sales activities and the achievement of conversions.
Results
The company implemented a data-driven decision-making action plan that serves as a guide for analyzing the effectiveness of the company’s marketing and sales efforts as well as planning and allocating resources for future marketing and sales initiatives. The company also implemented a data-driven management tool that enables them to track the impact of marketing and sales activities.
