Presented By O'Reilly and Cloudera
Make Data Work
31 May–1 June 2016: Training
1 June–3 June 2016: Conference
London, UK

A new way of measuring the economic impact of social media, or the trouble with Tribbles

Frank Cuypers (University / Destination Think! / Why Your City ?)
14:40–15:00 Wednesday, 1/06/2016
Data-driven business
Location: Capital Suite 2/3 Level: Intermediate
Average rating: ****.
(4.00, 1 rating)

Prerequisite knowledge

Attendees should have a genuine interest in the problemat hand—that marketers and data researchers don't have a common language (yet)—and believe that they should join forces to convince stakeholders.


Frank Cuypers offers a case study about the research and metric that were constructed as the standard for the tourism industry to monetize the value of marketing actions online. This is is a story about data and tactics, tourism and politics, and Star Trek.

Topics include:

  • Growth: Bettencourt & West’s research, the new math about scaling that also applies to companies, and what this has to do with the Star Trek episode “The Trouble with Tribbles”
  • Introduction to DMOs: why the tourism industry had to come up with a new metric
  • Overview and evaluation of existing metrics and KPI’s of social media:
  • A new approach: replacing the media value by potential economic impact measured down the path of purchase
  • Takeaways and an invitation as this is an open source project

Frank Cuypers

University / Destination Think! / Why Your City ?

Frank Cuypers is a world leader in place marketing and place making. Currently, Frank is a strategist for the Canadian company Destination Think! where he offers his deep insights into city making and city marketing. In addition to being a speaker at international conferences in North America, Europe, and Australia, a marketing professor, and an advisor in policy and place making for a variety of European cities, Frank has also been a business journalist, festival programmer, and manager of business intelligence and marketing research. He is also a keen traveller and insists on returning to Berlin each year because it’s the “ever-unfinished city.” Frank recently started a new project about urban DNA called Why Your City?.