KPI benchmarking – insights from comparison. The example of an online-based business intelligence solution

ENTER 2015 Industry Track Slide Number 1

KPI benchmarking - insights from comparison. The example of an

online-based business intelligence solutionAnne Köchling

Westcoast University of Applied Sciences, [email protected]

http://www.t-fis.de

http://www.ifitt.org/

http://www.ifitt.org/

Institute for Management and Tourism

Dipl.-Kffr. Anne Köchling, MTM

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Tourism at the West Coast University of Applied

Sciences Germany

Study area International Tourism

Management (ITM) and

Institute for Management and

Tourism (IMT)

West Coast University of Applied

Sciences Germany

Data material: GfK Regiograph, 2012



competence centre for tourism management

Teaching

study

program

International

Tourism

Management

3


Sciences Germany

ConsultingResearch Education

IMTInstitute for Management

and Tourism

competence centre for business-oriented

tourism research, education/qualification and

consulting



„heute“

4


Sciences Germany



5

Major research areas

Quality &

Qualification

promoting

quality and

qualification in

Schleswig-

Holsteins

tourism industry

Business

Intelligence

online-based

business

intelligence

solution for

decision support

and business

control in tourism

destinations

Market

research

nationwide

comparative

study for

German and

European

tourism

destinations

comprehensive

monitoring of the

German tourism

demand



6

The idea behind…

Source: shutterstock

Call-Center

Clipping

serviceStatistics

Customer

satisfaction

surveys

Surveys on

the touristic

market

…..



7

The idea behind…

Huge amount of data available

but neither bundled nor filtered

(data overload)

Difficulties in evaluating and

interpreting the data

Increased need for

information


Difficulties in getting the

information to the people

who need it



8

The idea behind…

Create ONE database

containing all relevant

data for tourism

destinations:

“all data – one

source“



Business intelligence solution tailored for

destination management organizations

Developed by the West Coast University of

Applied Sciences with the support of

touristic partners (destination management

organizations)

At the moment about 90 touristic institutions

in Germany are using the system

The system is under consistent further

development (relaunch planned in 2016)

What is T-Fis?



“market view“ “corporate controlling“

=> strategic

controlling:

individual

key

indicator

systems

=> marketing

controlling:

advertising

effectiveness

data related to the

individual destination resp. tourism

organization

=> official

tourism

statistics

(e.g.

overnight

stays)

=> studies,

surveys

and

evaluations

concerning

tourism

data related to

tourism market in general

Integrated system

– marketing

controlling as one

module

What is T-Fis?




Marketing controlling in T-Fis

Selection of key figures to measure the success of marketing

operations – not only social media, but all kind of marketing activities



Marketing controlling in T-Fis –

insights by comparison

Options of comparisons:

Measuring the deviations between actual and set (desired)

values of the defined key figures






Monitoring developments over time






Comparing your own marketing

operations






Comparison / benchmarking with other destinations

1) For realistic assessment of your

own position you should compare

your results with a suitable

benchmark partner!



Selecting suitable benchmark partners for your comparison!

Comparability for example according to:

the level of awareness of the destination (e.g. Heide versus Berlin)

the destination level (e.g. country versus city)

the aims of the marketing activities (e.g. brand awareness / image

versus bookings)



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Selecting suitable benchmark partners for your comparison

Possibilities in T-Fis: anonymous benchmark

Compared with the average of other users measuring the

same key figure (anonymous benchmark)

Choice between several categories of benchmark partners

(e.g. comparing with destinations of a similar size according to

the number of overnight stays)



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Possibilities in T-Fis: individual benchmark

Provide access to data and share it with other users

(individual benchmark) whereby a dialogue is enabled

By corresponding with each other, users can assure that the

compared marketing operations follow the same aim (e.g.

brand awareness, customer feedback…)



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Possibilities in T-Fis: benchmark group

Users can create a benchmark group

Within the group either all or selected data can be compared and

discussed






Comparison / benchmarking with other destinations

2) For realistic assessment of your

own position you should define

significant KPIs!



Selecting relevant key figures for your benchmark!

Some criteria for relevant key figures for a benchmark:

comparability according to:

source

methodology

quantitative and qualitative figures

relative rather than absolute figures

measurable with reasonable cost




Examples - suitable KPIs for a Facebook fan page:

growth rate of fan community (rather than “total amount of

fans“)

percentage share of positive comments (rather than “total

amount of positive comments“)

service-level

time to answer

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Possibilities in T-Fis

Exclusion of non relevant key figures from benchmark

(invisible for other users)

Comparisons are only possible if the key figures (definitions)

and the sources correspond with each other



T-Fis is a business intelligence solution tailored for destination

management organizations

Marketing controlling is one module of the system – realized as

an integrated solution

Simplified diffusion of data and information is provided

Insights enabled by several options of comparisons

When benchmarking, take care with whom you compare

yourself and what you compare!

Resumé



System is under consistent further development

Relaunch in 2016 (e.g. integration of a KPI Dashboard, modernization

of technique)

Use for teaching at our university

On the long-run opening of the system for other markets is planned:

for universities

for other touristic organizations

for international markets

Prospect



I M TInstitute for Management and Tourism

Thank you for listening!

Stimulate growth...

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Legal noteI M T

► Editor West Coast University of Applied Sciences Germany

Institute for Management and Tourism (IMT)

Prof. Dr. Bernd Eisenstein


Fritz-Thiedemann-Ring 20

25746 Heide

Institute for Management and Tourism (IMT)

www.imt-fhw.de

Travel

KPI benchmarking – insights from comparison. The example of an online-based business intelligence solution