Twenty years of tourism data. One CRM.
Australia’s national tourism marketing platform, with over 50,000 listings and 20 years of data to move. All of it now runs on HubSpot.
- Industry
- Tourism
- Platform
- HubSpot Marketing, Sales and Service
- Scope
- 20+ years of data, 50,000+ listings
- Project lead
Dominic Carlin- Award
- 2021 Impact Awards
01 The briefA CRM on HubSpot that holds 20 years of ATDW-O data, with the right information partitioned and permissioned for each organisation, reporting that replaces the old software, and marketing and service tools built on top of it.
Twenty years of data, on several platforms.
The Australian Tourism Data Warehouse (ATDW) is Australia's national platform for digital tourism marketing. Tourism operators list their businesses on it, over 50,000 listings in all, and distributors publish those listings where visitors find them.
ATDW held over 20 years of data across several platforms, and it had no dedicated CRM. Reporting depended on several pieces of software and took a long time, and the teams that wanted to email their customers and leads had no marketing tools to do it with.
A review of its own systems showed ATDW needed an overhaul across several projects at once: a new CRM, much better reporting, revised API functionality and marketing software. It put out a request for proposal for an agency to plan and build the systems, and chose Neighbourhood.
It stayed that way because the data did not fit a CRM as it comes. ATDW's own platform, ATDW-O, is built around companies and their listings, with almost no data saved against the individual person, where a CRM starts from the contact. Moving it meant designing custom objects and documenting the API flow between the two systems before any data could move.
What ATDW asked for
- A dedicated CRM. On HubSpot, holding 20 years of ATDW-O data.
- Reporting across marketing and operations. To replace the old software.
- Marketing software for email and promotion. Built on top of the CRM.
Mapped in a workshop, then moved.
Seven steps, from an empty portal to partitioned dashboards. The data was mapped with ATDW before a single record moved, because the shape of it was the hard part.
Portal set-up, Step zero
The essential platform settings, the technical requirements, and integrations for mail, messaging and analytics.
A working portal before any data
Mapping the data journey, A workshop with ATDW
The properties and custom objects, how they would talk to ATDW-O, and the API flow between the two, with listings held as a custom object in HubSpot.
Companies and listings first, the way ATDW-O works
Automations and templates, Every send
Branded email and landing page templates from the development team, so every send could be reported on, tested and improved.
Over 20 templates in use
Marketing tools, One consistent brand
Calls to action and form landing pages, plus first automations for new leads, organisations, distributors and listings: renewal follow-ups, automated data management and the first messages to a new listing.
Renewal follow-ups automated
The data migration, From ATDW-O
The most important data moved from ATDW-O into HubSpot, with the database segmented so ATDW could use it for marketing outreach and reporting.
20+ years of records on one platform
Training, All nine STOs
Three major HubSpot training sessions across the Marketing, Sales and Service tools, attended by representatives of all nine STOs and backed by printed guides.
3 sessions, every tool covered
Reporting, Partitioned dashboards
Custom reports inside HubSpot, on dashboards partitioned for each audience, in place of a process that had needed several pieces of software.
One of the outcomes ATDW most wanted
What the CRM had to hold
Listings, as ATDW sees them
Custom objects, properties and associations that match the detailed structure ATDW already worked with, companies and listings first.
The right data for the right organisation
Information partitioned and permissioned, so each organisation using the CRM sees the information meant for it.
Reporting without extra software
Reporting inside HubSpot, to save the time spent moving between several tools.
Guidance for operators
Recommendations on how to create a listing that works, for the operators whose listings ATDW carries.
Twenty years of scattered data, reported on from one CRM.
Your data spread across too many platforms?
Then the CRM went to work.
With the data in and the team trained, the work moved to what the CRM could do for ATDW's customers: support, conversion, content and reporting.
Support and lead generation, Emails, data changes and status reports
- Automation that sends the email, reflects the data change and produces a detailed status report for the STOs.
- Service Hub's NPS tools, set up to measure how the new tools performed and how customers felt in general.
Conversion optimisation, For the tourism organisations ATDW serves
- Tests in scheduled periods, run with Google Optimize, with the results turned into recommendations.
- A guide for operators, setting out our recommendations for improving conversion from here on.
Content, An eBook for the STOs
- Content planned to win new operators and distributors for the STOs.
- An eBook giving internal guidance for marketing and content development.
Round-the-clock answers, Chatflows, tickets and #AskATDW
- Chatflows on ATDW's online platform, answering at any hour, lifting listing sign-ups and easing the load on the staff who check each listing's quality.
- Support tickets and a unified inbox, which let ATDW's staff build #AskATDW, a support channel for its own users.
Reporting, Data nobody had seen before
- A large body of reports that showed ATDW data it had never been able to see.
- Faster data cleaning, and no more need for reporting built on the API.
The map came before the move.
All from the published case study: the data mapped in the first workshop, the guidance written for the people who create the listings, and the sign-up flows.
Three goals. How each one turned out.
What ATDW asked for at the start, and where each one stood once the CRM was live.
Goal 01
A dedicated CRM
We set up HubSpot with listings as a custom object, migrated the ATDW-O data, and built API integrations to the data warehouse.
10%
of internal admin time saved, estimated. Over 20 years of data that sat across several platforms is now on one, which saves time generating reports, reviewing user data and onboarding new distributors.
Goal 02
Reporting across marketing and operations
We built custom reports on partitioned dashboards, able to cross reference objects.
246+
reports built for the STOs, the tourism organisations ATDW reports to. The STOs track visitors, operators and distributors without extra software, and see views of the data that used to take several tools to produce.
Goal 03
Marketing software for email and promotion
We built branded email and landing page templates, calls to action, form landing pages and the first automations.
20+
email and landing page templates in use. Teams that had no marketing tools now send from branded templates, so every send can be reported on, tested and improved.
Also in scope
Support for ATDW's own users
We set up chatflows, support tickets and a unified inbox, behind the #AskATDW channel.
1,500+
support conversations through the tools behind #AskATDW. Chatflows answer at any hour, which lifted listing sign-ups and eased the load on the staff who check each listing's quality.
Put together, ATDW went from 20 years of data on several platforms, with no dedicated CRM, to one CRM that its teams and the STOs report from. The reports show ATDW data it had never been able to see.
Its teams now have marketing tools and a support channel of their own, all working from the same records.
One of the largest projects Neighbourhood has taken on. ATDW's next steps are growing its content and teaching operators how to get the most from their listings.
“As the CEO of ATDW, I can unreservedly say that working with NBH has been a game changer for our business. They’re uber smart, refreshingly honest, sincerely committed, highly skilled - and most of all they’re a delight to work with.”
Jan Hutton
CEO, ATDW
Who ran it
Dominic CarlinProject Manager
Led the data mapping, the migration out of ATDW-O, training for all nine STOs and the 246 reports.
2 HubSpot Impact Awards
Data that does not fit a CRM as it comes?
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