Tourism Ireland chooses Equiniti for big data social listening

15 May 2015

Tool to analyse data provided by visitors using the internet

Equiniti has won an all-Ireland contract to provide Tourism Ireland – an umbrella group for the island’s two tourist boards, Failte Ireland and Tourism Northern Ireland – with an innovative ‘big data’ publicity analysis tool, giving the organisation the data knowledge to drive higher visitor numbers.

Equiniti’s tool enables the cross-border body to monitor and analyse data provided by visitors using the Internet, such as the Tourism Ireland website, online forums, Twitter feeds and Facebook etc. 

The software analyses information such as words or phrases, frequency of comments and turns this unstructured ‘big data’ into numerical information that can be translated and disseminated by Tourism Ireland.

The information can be stored and used to better understand what visitors really want when they plan to visit the ‘Emerald Isle’ and improve the way in which Tourism Ireland communicates with them.

The tool will also allow behaviour to be mapped with clarity enabling Tourism Ireland to react and adapt their campaigns in real time.

Paul Lemon, sales director with Equiniti, says: “Social media listening is quickly becoming an important intelligence tool used in all manner of businesses, and in this instance it presents Tourism Ireland with valuable information regarding how people are using the Internet to make decisions about what, where and when to visit.  

“Our software is specially designed to gather and monitor data from the Internet, which will help local businesses and attractions gain greater insight into the type of person that is looking to visit Ireland. And, this is another example of how Equiniti is helping public sector organisations to manage public funds to deliver services in the most effective and intelligent way.”