Issue link: http://tourismwpg.uberflip.com/i/1499550
Mike Peters Market Intelligence highlights At EDW, data is critical to our decision making and we use it to ensure our clients are in the best possible position to grow and thrive. In 2022, the Market Intelligence team increased capacity and resources in response to growing organizational and business community needs. 2022 highlights include: » APIs: The team installed multiple application programming interfaces (APIs), with the goal to ingest incremental data into our data warehouse to provide richer insights. Collected information in our warehouse includes data from Stats Canada, our Salesforce CRM, strategic partners and numerous data sets purchased from credible vendors. » Salesforce CRM optimization: The MI team facilitated onboarding sessions of Salesforce throughout EDW, working with staff to ensure we're maximizing its functionality for business development, opportunity tracking, list building and B2B marketing automation through the Pardot add-on. MI also integrated our dashboard building platform Tableau with Salesforce to provide robust reporting within our CRM. » Research and data sharing: In 2022, MI fulfilled multiple requests for economic impact assessments and collected and shared data and trends with internal and external stakeholders and clients. We provided data for pitch decks, proposals, executive presentations, websites, reports and economic digests. » Target market analysis: The MI team optimized and enhanced proprietary dashboards to support our Foreign Direct Investment and Talent & Workforce Development teams in assessing companies and candidate pools to target for investment and talent attraction. Our research insights also informed strategies to drive leisure visitation and attract high-value conferences and special events. » Support for the tourism sector: As we worked throughout 2022 to recover from the pandemic's impact and rebuild tourism, MI worked with our Tourism Winnipeg team and our partners to streamline the RFP process, making it a more pleasant experience. » Service quality and brand perception surveys: In 2022, the MI team oversaw EDW's participation in the Manitoba Business Leaders' Index (MBLI) and we provided insights to business development teams through our voice of the client surveys. We leveraged our partnership with Probe Research and our new CRM system to improve automation and increase response rate for better insights. 12