Presentation done by Anne Köchling/Fachhochschule Westküste, during "Digital KPIs in Tourism" workshop of the ENTER2015 eTourism conference

1. ENTER 2015 Industry Track Slide Number 1
KPI benchmarking - insights from
comparison. The example of an
online-based business intelligence
solution
Anne Köchling
Westcoast University of Applied Sciences, Germany
koechling@fh-weskueste.de
http://www.t-fis.de

2. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
2
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

3. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
competence centre for tourism management
Teaching
study
program
International
Tourism
Management
3
Tourism at the West Coast University of Applied
Sciences Germany
ConsultingResearch Education
IMT
Institute for Management
and Tourism
competence centre for business-oriented
tourism research, education/qualification and
consulting

4. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
„heute“
4
Tourism at the West Coast University of Applied
Sciences Germany

5. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
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. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
6
The idea behind…
Source: shutterstock
Call-Center
Clipping
service
Statistics
Customer
satisfaction
surveys
Surveys on
the touristic
market
…..

7. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
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
Source: shutterstock
Difficulties in getting the
information to the people
who need it

8. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
8
The idea behind…
Create ONE database
containing all relevant
data for tourism
destinations:
“all data – one
source“

9. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
 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?

10. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
“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?
Source: shutterstock

11. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
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

12. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
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

13. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
Marketing controlling in T-Fis –
insights by comparison
 Options of comparisons:
 Monitoring developments over time

14. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
Marketing controlling in T-Fis –
insights by comparison
 Options of comparisons:
 Comparing your own marketing
operations

15. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
Marketing controlling in T-Fis –
insights by comparison
 Options of comparisons:
 Comparison / benchmarking with other destinations
1) For realistic assessment of your
own position you should compare
your results with a suitable
benchmark partner!

16. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
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)

17. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
17
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)

18. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
18
Selecting suitable benchmark partners for your comparison
 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…)

19. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
19
Selecting suitable benchmark partners for your comparison
 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

20. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
Marketing controlling in T-Fis –
insights by comparison
 Options of comparisons:
 Comparison / benchmarking with other destinations
2) For realistic assessment of your
own position you should define
significant KPIs!

21. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
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

22. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
Selecting relevant key figures for your benchmark!
 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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23. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
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Selecting relevant key figures for your benchmark!
 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

24. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
 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

25. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
 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

26. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
I M T
Institute for Management and Tourism
Thank you for listening!
Stimulate growth...
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27. Institute for Management and Tourism
Dipl.-Kffr. Anne Köchling, MTM
27
Legal note
I M T
► Editor West Coast University of Applied Sciences Germany
Institute for Management and Tourism (IMT)
Prof. Dr. Bernd Eisenstein
Dipl.-Kffr. Anne Köchling, MTM
Fritz-Thiedemann-Ring 20
25746 Heide
Institute for Management and Tourism (IMT)
www.imt-fhw.de