CASE STUDY: Data and Analytics TOURISM NEW ZEALAND | TRAVEL AND TRANSPORTATION | NEW ZEALAND Tourism New Zealand Supercharged its Data and Analytics to Improve Sales Force Coverage and Impact The Problem Tourism New Zealand had limited insight about the impact of its marketing activity targeting travel agents in nine global markets. To get a better return on marketing investment, the organization needed to determine whether it was covering the right travel agents, and measure the impact of current marketing activity such as training, education and hosting familiarization discovery trips for travel agents that let them experience New Zealand’s popular tourist attractions firsthand. “Tourism as an industry isn’t known for its analytics. It doesn’t typically do well with

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