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

Economic impact analysis plays a crucial role in balancing social, environmental and financial outcomes - yet it’s often misunderstood. Sparrowly Group’s Senior Economist, Sam Miller, demystifies why using the dollar as a common measure helps compare diverse impacts, improve decision-making and align policy and business choices for greater overall community benefit.

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.

Program evaluation is a crucial component of many government interventions, initially designed as pilot programs. Evaluating the successes and failures of a pilot enables highly informed decisions to be made about the program, whether it continues and scales up or not. What do you need to consider to ensure program evaluation is truly objective? Sparrowly Group’s Federico Moreno explains.

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.

Whilst we all know that acquisition is far more costly than retention, it seems when it comes to retention, it is put into the too hard basket or seen as a low priority. Giovanna Lever shares her experience in this insightful blog important for businesses of all sizes.