Boosting Scotland’s economy and driving value from visitor data

Our data services have boosted VisitScotland’s audience engagement across both online and offline channels.

VisitScotland has been using sophisticated direct marketing approaches to drive incremental revenue for Scotland’s economy for many years now.

Through working closely with the combined experience of Union Data and Union Direct, recent campaigns have become much more data-driven, combining information from both online and offline channels to improve customer engagement. In particular, integrating VisitScotland’s email engagement segmentation with its loyalty ladder and other data has improved the targeting of campaigns. This ensures that VisitScotland maximises the economic impact of individual campaigns and drives up the value derived from its customer base over the long term.