PATA VE Bulletin May 2017

Visual Analytics Driving Content Marketing Decisions

Authored by Beautiful Destinations


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When working with photographers or a content agency, travel brands and tourism boards are typically presented with hundreds of images and asked to select a handful that they will own. This choice can feel subjective, and it transfers responsibility for content performance from the content creators to the brand or tourism board. Visual analytics can potentially lessen this burden to predict the success of deliverables and therefore mitigate the uncertainty associated with marketing content.

In this issue of the VE bulletin, Beautiful Destinations, a media company behind the largest travel community on social media, discusses this innovative science and how marketers can make more strategic content decisions using social marketing platforms.