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Any kind of digital tool you may use in your business, even to optimise your workflow, will generate considerable amounts of customer and user data, both of high value for growth and recovery processes.

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Step 1 - Organise Data

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You should start organising the data you gather, this may be personal customer data you have obtained through newsletters; or user data, which might be automatically collected when individuals navigate through your website.

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Below we present you different ways in which you could map out the data you gather using a grid:

• ‍Private data
• Public data
• User data

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You can also ask yourself the following questions in order to organise it:

• ‍What data do you have?
• What data do you need?
• What data would be nice to have?

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Step 2 - Breaking Down Data

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Although you have self-collected data from your company, you should also search for data from different sources that will help accelerate your growth and recovery.

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Start out with key marketing metrics and your own individual interpretation. Make decisions based on what you’re seeing work. Then, evolve to integrating data deeply and gradually using it more tactically blending raw data, calculating and mapping results when data is fully operationalised.

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Strategic Data

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Using data strategically is all about leveraging data to find new market opportunities. Especially, market data can tells us about the changing behaviour of people.

• Google Trends Search. Analysing search trends can be key to understand the upcoming consumer needs in order for successful business adaptation.

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Marketing Data

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You should try to focus on understanding what performs well from your marketing campaigns and communication strategies by looking at analytics and metrics.

• Google Analytics. Allows collecting data on website analytics: pageviews, conversion rate, new vs. returning visitors, etc.

• Facebook Business Suite. Allows collecting data on engagement metrics: likes, comments, shares, etc.

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In order to improve analytics/metrics, you should focus less on pure SEO and more on content that answers people's questions.

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Operational Data

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When it comes to operational data it is all about analysing the data coming from your commercial activities. According to the specific tools you are using, you can get a wide range of data that tells you how your business is performing.

• Booking metrics. Analysing how bookings vary across a certain period (week, month, year), can be crucial to take strategic decisions for your business: new bookings, churn, monthly recurring revenue, etc.

• Analyse metrics. Take a look at the market and identify patterns such as: what do people want/need, what products are (not) working, how do reservations fluctuate across different periods, etc.

• Evaluate booking tools. Choose wisely your booking tools and software according to your business needs: what are your needs, what is your budget, what is the size of the company, how hard will the use and integration of the tool be.