Success Story Quick Wins
These reports covered the important metrics for Destination BC.
Practico recommended 3 tools that could help them improve their report generation.
The time that Destination BC saved by working with Practico instead of using internal resources.
About the Client
Destination BC is an industry-led Crown corporation works collaboratively with tourism stakeholders across the province to coordinate tourism marketing at the international, provincial, regional and local levels, and to support region’s communities and Aboriginal people in developing or expanding tourism experiences, businesses, and jobs.
The Business Problem
Destination BC needed to generate key reports for their Ski campaign which was halfway underway by the time they came to Practico. These reports contained important metrics from their Google Analytics account and were crucial for gauging the performance of their campaign.
They also wanted to reduce the amount needed to generate these reports and also be able to get real-time data on their campaigns instead of having to wait for the biweekly report. By the time the report was created, they had already wasted thousands of dollars on ineffective ads and strategies.
Practico helped them generate the reports needed for their active campaign which includes key metrics such as:
- Key conversions such as clicks to ski resorts
- Mobile usage
- Marketing sources and conversion rates
We also provided recommendations for how to improve their report generation efforts. At the time, they were manually exporting data from Google Analytics and manipulating it through Excel. This process was slow and tended to cause errors that could affect the integrity of the data.
Our recommendations included using dashboard tools such as:
These tools would allow them to generate reports with just a few clicks and more importantly, be able to view the latest data on their campaign at any moment. This real-time data would allow them to tweak their marketing efforts to ensure that they hit the targets set out at the start of the campaign.