European Cities Marketing Website Benchmarking

European Cities Marketing Website Benchmarking Modern day tourism organisations use standardised tools such as Google Analytics to collect and report website statistics. Yet are the standardised KPIs provided by these tools really able to add value? Where do they come from, how are they collected and why are they important?

It is of outmost importance to find KPIs that are linked to your own business objectives, and we need to understand where the data comes from. Standardised tools are good in improving an individual’s website content or for identifying and solving usability issues. However, they are not capable of providing meaningful, industry-specific analyses.

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‘ECM Website Analytics’ is a project that recognises the need to move from a technology-driven, standardised reporting function towards a business objective centered approach, which provides useful information to managers. The system is envisioned to complement rather than replace running web analytics systems by providing useful and industry-specific information, which provides advanced benchmarking functionalities and real insights.

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With ECM Website Analytics you will be able to:

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> Benchmark your City Tourist Website against those of your competitors

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> Gain knowledge of and understand your own organisation’s performance

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> Develop strategies for continuous improvement

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> Use it as a tool for increasing one‘s own effectiveness

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> Identify and learn from the best of your industry

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> Create real insights by first establishing the context

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> Be part of an ECM project of sharing knowledge and expertise

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This project has been introduced and jointly advanced by ECM’s Research & Statistics and Benchmarking Groups while MODUL University Vienna took the lead in developing the technological framework. A pilot project has already been started with a number of cities such as Vienna, Lisbon, Helsinki, Tallinn, Graz, Vilnius, etc. and is open for new ECM member cities to join.

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If you would like to know more or are ready to join the ECM Web Analytics project, we encourage you to get in touch. Further presentations featuring preliminary results are available from the download area of European Cities Marketing’s intranet.

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A white paper explaining the project, what it takes to join and further details can be downloaded here and in the library on the intranet.

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Clemens Költringer
MODUL University Vienna
Department of Tourism and Hospitality Management
(p) +43-1-3203555-416 (f) +43-1-3203555-903
clemens.koeltringer[AT]modul.ac.at | www.modul.ac.at/koeltringer

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