Overview
Visit Jersey, the island's tourism marketing agency, is enhancing its approach to measuring the performance of the tourism industry and efficiently analyse vast amounts of visitor feedback. They partnered with Continuum to enhance their data analysis processes, leading to less time spent on manual processes, and more customer centric decision-making.
Mission Statement
Visit Jersey needed to:
Objective one: harness reviews to better understand the visitor experience and Jersey’s competitiveness
1. Analyse thousands of online reviews to better understand visitor sentiment and monitor trends
2. Compare Jersey's performance against competitor destinations
Objective two: streamline processes to improve data accuracy and reduce workload
3. Automate time-consuming manual reporting processes
Tools Used
Continuum implemented a cutting-edge data analysis solution using Alteryx and GPT technology;
Data Prep & Blend
Python Connector
Continuum’s CPT Connector
Detailed Solution
Objective one: to harness reviews to better understand the visitor experience and Jersey’s competitiveness
30,000 Google maps reviews for “Jersey Hotels” were extracted and cleaned using Alteryx. By leveraging the Continuum Python GPT Connector in Alteryx, it was then possible to perform rapid sentiment analysis on all reviews, targeting specific categories. It only took 10 minutes for all 30,000 reviews to be processed, costing only £1.20. The analysis was parsed into clean, structured Excel files for easy interpretation.
The same process was used to scrape thousands of reviews from destinations such as Cornwall, Geneva and Madeira in a matter of seconds. Using a combination of the preparation, parsing and reporting tools in Alteryx, it was possible to visualize comparisons of the following on separate graphs: service quality, booking/refund experience, room quality, food/drinks and value for money. This allows for a better understanding of what Jersey is excelling at and needs to maintain/do more of, as well as areas where more needs to be done to remain competitive.
Objective two: streamline processes to improve data accuracy and reduce workload
To automate reporting of arrivals data, 5 separate data sources were ingested into Alteryx to be prepared, cleansed and blended together. This was then outputted into an Excel template to create an aggregated report of how many passengers travelled from each destination.
Impact
1. Rapid Insights: Processed 30,000 reviews in just 10 minutes, providing near real-time analysis of visitor sentiment.
2. Cost-Effective: Reduced the cost of sentiment analysis to just £1.20 per 30,000 reviews.
3. Improved Decision-Making: Enabled data-driven comparisons between Jersey and competitor destinations, informing strategic planning.
4. Efficiency Gains: Automated the monthly arrivals report, transforming a manual, error-prone process into a one-click operation.
Conclusion
Visit Jersey now has tools to better understand visitor experience, benchmark against competitors, and make data-driven decisions.