This template helps you brainstorm ideas about how to use data to draw useful insights and turning it into smart data. Your data pool is the virtual place where you store all of your data, from consumer demographics and buying behaviour to data about your destination’s stakeholders and any other kind of research you create to support your strategies.

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Use the visual pool on the top left corner to list all the data you currently have and define how and where you use that data; which data you don’t have at the moment but would like to have; how you can transform the data you have into smart data. Use the rest of the template to respond to the questions that will guide you in making smarter decisions on the use of data and how this data can help you with your strategies, such as

• How can you use your data for generating insights and targeting specific audiences?

• How can you use your data for evaluating the performance of your content and social channels?

• How can you put knowledge and capacity building at the heart of the organisation and help to spread the knowledge and insights gathered across the head and market offices?

• How can you use a data-driven approach within decision-making processes?

• How can you use a data-driven approach to share information with local stakeholders?

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