Sound understanding of analytics has become essential to deriving best results out of digital marketing. However, some principles need to be followed to understand this art the best. One needs to be aware and frame the analytical problem accordingly. The team must involve people who possess sound quantitative skills. A background understanding of data & its derived implications is necessary before plunging in. Even analytics have variations and this must be well grasped. Finally, the marketer needs to work out how best to fit business analysis for internal organizational purposes and which part can be utilized for the external environment.  

Tourism consulting body WTTC has welcomed the sustainable development goals as something which the industry is keeping a close eye on. Points 8, 12 and 14 specifically target cases where the industry can play a major role. Point number 8 is about creation of sustainable employment opportunities and with the rise in the number of travel jobs, this will be a non –issue soon. The industry is also developing its own tools to monitor the progress just as point 12 directs. And as point 14 says, specific focus is being made to sustainably harness global marine resources

Managing and evaluating performance has become much more complicated in the present business scenario. Monitoring now has further challenges yet opportunities with the digital technologies available to us.Management consulting giant Deloitte has brought out a report which states that continuous evaluation of employees is now desirable. Goals set must be revised post proper evaluation as market conditions alter quickly. Managers are now being gauged to provide coaching and mentoring sessions to their team members especially the new recruits.

The great Formula 1 racer Juan Manuel Fangio once miraculously got saved from what would have been a life threatening injury only because he showed the willingness to learn from a chance piece of information he stumbled upon. Similarly the best of business leaders need to constantly learn by scanning information from across the world in a process termed as searchlight intelligence. Beyond corporate training, this comes from Personal Knowledge Mastery (PKM). The leaders need to seek such information, sense its availability and finally share with their respective teams.

The tourism ministers of the G-20 members recently met at Antalya in Turkey to discuss regarding state of the industry at present globally.Tourism consulting body GTAC estimates that up to 25 million travel jobs will be created over the coming period. Also this industry is poised to invest in people rather than just technologies or processes as many organizations do. Proper planning is required to recruit the right talent for the industry specific profiles.

Company culture once formed is very difficult to dispense with. Certain signs have been identified by a management consulting publication which indicate the same being toxic. In such organizations, work is only done the way the boss feels it must be. Employees’ motivation rather than performing is to avoid getting scolded. Such organizations lack ideas and business innovation is non-existent. Employees at such places have way too many secrets within their cliques. Staff turnover is high as new recruits do not settle in very well. Also in such firms, employees are overworked and stretched to the limit of their capacities.

Increasing employee retention and decreasing attrition levels has become top priority for most organizations due to the work mobility now possible. In order to achieve the same, certain benefits have been identified of looking after employees well. The organizational culture gets positive over a period of time. Employee retention improves substantially. Also employees feel a greater sense of engagement. Proving constant management training to employees is one of the best ways to achieve the same.