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DMO Data Hoarding and How to Declutter (an industry self-help group discussion)
Clutter is nothing more than decisions you will never make. Hoarding is the persistent difficulty discarding or parting with possessions, regardless of their actual value. In our DMO industry, we often hoard data. We've had to justify our existence for decades so we've created this fear if we don't report the same metrics we did last year we may lose our budget. We experience distress at the thought of getting rid of the items we have in our spreadsheets. There is so much data out there: Marketing attribution, STR reports, Surveys, website statistics, jobs data, relocations... and tons more. We need to declutter! DMOs are spending too much money and they don't need everything available. Together we can create a method using the correct insights and best data to make a better case to our stakeholders much easier and more compelling in the future.

Ted Sullivan, CMO, Entrada Insights
Esra Calvert, Chief Data Advisor, Entrada Insights

Janette Carter, Director of Marketing & Communications, Visit Tampa Bay
Zeek Coleman, Director of Data Intelligence, Visit Savannah
Andria Godfrey, Vice President, Longwoods International
Mitch Whitten, Executive Vice President for Marketing & Strategy, Visit Fort Worth
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