Building a data-driven strategy
Lausanne Tourisme’s mission is to position Lausanne as a top travel destination and to ensure each visitor has an exceptional experience. However, achieving this goal required a strategic shift toward data-driven decision-making, a transition that presented several key challenges.
Historically, Lausanne Tourisme relied on data primarily for reporting purposes, with insights isolated within specific departments and rarely used to drive strategic decisions. Recognizing the potential of data to understand and anticipate visitor needs, CEO Steeve Pasche aimed to position data as a central asset for the organization, turning it into a proactive tool for shaping visitor engagement.
Historically, Lausanne Tourisme relied on data primarily for reporting purposes, with insights isolated within specific departments and rarely used to drive strategic decisions. Recognizing the potential of data to understand and anticipate visitor needs, CEO Steeve Pasche aimed to position data as a central asset for the organization, turning it into a proactive tool for shaping visitor engagement.
Setting Clear Goals for a Data-Driven Transformation
To address these challenges, Lausanne Tourisme set out clear objectives for a data-centered transformation:
Gain deeper visitor insights
Foster cross-departmental collaboration
Enable real-time data informed actions
Lausanne Tourisme uses data to personalize visitor experiences, unify team goals, and enable quick, insight-driven actions across departments.
Implementing a Strategic Data Framework with Orange Business
In collaboration with Orange Business, Lausanne Tourisme implemented a comprehensive data strategy designed to integrate data across the organization. Key solution components included:
- Data brief & data thinking workshops: Orange Business facilitated workshops to establish a shared understanding of data’s role and identify high-impact applications.
- Building data literacy across teams: By fostering a unified language around data, Lausanne Tourisme’s teams were empowered to apply data insights in meaningful ways.
The project was carried out in two phases to align data initiatives with business objectives: enhancing team knowledge and pinpointing valuable data use cases.
Key Use Cases Implemented
- Data Quality review: The team first assessed the relevance and quality of existing data for effective decision-making.
- Tracking visitor behavior: New tools were introduced to capture insights on day visitors’ activities, helping Lausanne Tourisme better understand and anticipate their needs.
- Interactive Dashboard: These prioritized use cases were integrated into an interactive dashboard, enabling real-time insights and fostering better coordination across teams.
Empowering visitor engagement and operational excellence through Data
The data strategy implemented with Orange Business empowered Lausanne Tourisme to make data-driven decisions that significantly enhanced visitor engagement and optimized operations.
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