The Hong Kong Tourism Board (Discover Hong Kong) faced fragmented customer and visitor data, leading to inefficiencies and poor targeting.
Appnovation mapped customer data touch points, conducted a Data Maturity Audit, and developed a first-party data strategy. We created a Data Strategy and Platform Roadmap and provided an implementation plan.
Discover Hong Kong now has a cohesive data strategy, improved data integration, better targeting, and optimized media spend, enhancing marketing effectiveness and decision-making.
The Hong Kong Tourism Board (Discover Hong Kong) faced significant challenges due to siloed customer and visitor data across various platforms and systems. This fragmentation resulted in inefficiencies and an incomplete view of potential and actual tourists, ultimately leading to suboptimal targeting and media spend.
Appnovation partnered with Discover Hong Kong to tackle these data silos and enhance their overall data strategy. Our Strategy, Data, and Technology teams collaborated to map out current and future customer data touch points. We conducted a comprehensive Data Maturity Audit and developed a new first-party data strategy to guide future user experiences and MarTech platform development. Our scope included creating a detailed Data Strategy and Platform Roadmap, followed by a thorough implementation plan.
As a result of our engagement, Discover Hong Kong now benefits from a cohesive and strategic approach to managing customer and visitor data. The newly developed first-party data strategy has streamlined data integration, providing a complete and actionable view of tourists. This improved data clarity has led to more efficient targeting and optimized media spend, enhancing the overall effectiveness of their marketing efforts. Discover Hong Kong is now well-positioned to leverage their data for deeper insights and better decision-making, driving growth and engagement in their tourism initiatives.
