Tourism Ireland is the agency responsible for marketing the island of Ireland overseas as a holiday destination.

The objective: To develop a clear and actionable customer data strategy from the overall Tourism Ireland brand to individual country level and enable the client to collect valuable customer information and improve its overall customer understanding.

The solution: The Tourism Ireland (TI) project included an audit of customer data collection points, a detailed analysis of the current marketing database and a gap analysis in the current data strategy. As a result, a data strategy was developed to include a Top 10 Data Strategy Goals applicable at TI brand and market level, a detailed documented strategy around key building blocks, data legislation guidelines and recommendations, and actions and objectives set out over one, two and three years and tailored by market tier.

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