Data-driven destination management is essential for understanding performance, guiding investment and building stakeholder trust. Sparrowly Groups Justine Sinclair explores how better data collection, analysis and storytelling can transform Destination Management Plans into actionable strategies - helping destinations move beyond reporting to real insights that strengthen advocacy, partnerships, and sustainable visitor

The formalisation of data and algorithms has recently been the purview of computer science. And of course, the application of data and algorithms, in particular from the tech sector, has become essential to how we solve problems in our daily lives. We use data and algorithms to help us decide what movie to watch, or how to get directions in an unfamiliar city. But are there limits to the problems we can solve and decisions we can make by simply throwing an algorithm at a bunch of data? Sparrowly Group’s Ben Lever explores this.

As human-like and amazing as it is, is ChatGPT just another techno fad that will follow the same fate as the likes of Google Wave or Clubhouse? Or is it the beginning of a completely new paradigm in everyday life – a disruption akin to the launch of the iPhone? Sparrowly Group’s Ben Lever explores where the opportunities lie.

Sparrowly Group’s Jackie Hicks and Avril Dunn share their top five practical marketing tips for businesses and how important it is to do it right to build customer relationships.

While many businesses are adopting funnel and automated marketing programs, what happens when there is a mismatch with customer experience?

Many companies are sending out discounts to their customers without a true insight on the real effect of data. Read more from Giovanna Lever to understand what marketers need know!