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Tirol Werbung: With a roadmap to data excellence - vision and measures for a data-driven future
Success Story
April 25, 2025

Working with data has been of central importance to Tirol Werbung GmbH for many years. The company has now set the course to further expand its role as a pioneer in data-driven tourism. Supported by the data expertise of the Dataciders, the the Tirol Tourist Board is now on the safe path to data excellence - with a clear vision, detailed roadmap and concrete measures in place.
Tirol Werbung GmbH: Pioneer in data-supported tourism
Tirol Werbung GmbH is the state tourism organization of Tirolwhose history, including predecessor organizations, goes back more than 130 years. Its aim is to market Tirol as an attractive destination for holidaymakers and business travelers and to network various players in the Tyrolean tourism sector. The collection and analysis of data has played a central role for the company for many years. In view of the increasing importance of data in the tourism sector, a new team was formed in 2019 a new team was formed, which now operates as a team for tourism research and data projects. The aim is to data-supported research approaches in more detail and to better understand the behavior of guests.
Tirol Werbung has been actively using data for years and founded a specialized team for tourism research in 2019
The starting position: A strategy for data excellence
Tirol Werbung recognized the need for a central data strategy in order to further strengthen its data-driven focus and make optimal use of data potential. This should not only improve the technical infrastructure, but also promote a holistic view of data work throughout the company.
To professionally develop this strategy, Tirol Werbung enlisted the professional support of an expert from Dataciders QuinScape, who has extensive expertise in data excellence. The collaboration resulted in a holistic data excellence strategy that forms the basis for a future-proof, data-driven organization. This approach combines technical, cultural and organizational aspects and shows how Tirol Werbung can further expand its role as a pioneer in data-driven tourism.
Several workshops with different focal points formed the basis for this process.
Tirol Werbung developed a comprehensive data excellence strategy with experts for a data-driven future
Fundamentals of data excellence: defining challenges and objectives
In the first two workshops, the Tirol Werbung team worked with the data expert from Datacider's QuinScape to develop a common understanding of the existing challenges. Given the different levels of knowledge of the team members from different areas of the company, it was crucial to get everyone on the same page with regard to data-specific topics.
It became clear early on that the team would be guided by the Data Excellence Framework in the future. The framework encompasses disciplines such as data infrastructure, which ensures a scalable architecture, data culture, which anchors the handling of data in everyday life, and governance, which defines clear responsibilities and standards.
These key challenges on the path to data excellence were identified:
- different data skills within the company,
- lack of data quality and transparency regarding data responsibilities,
- Lack of uniform standards and documentation for processes,
- different perceptions of the importance of data between the teams.
Analyze processes and develop measures
In the following workshops, the team focused on analyzing the processes from different perspectives. With the help of the Data Excellence Framework, it developed targeted measures that take all disciplines of data work into account. The disciplines of the framework were specifically adapted to the needs of Tirol Werbung. Specific measures were developed for each defined category in order to optimize the entire process and promote strong identification with the goals.
The measures include the introduction of a data catalog to create transparency about available data and simplify its use. In addition, a pilot project is being developed to improve data quality, which uses a dashboard to define measurable quality standards and enable targeted corrective measures. Another element is a training concept that will strengthen data expertise in the company in the long term through staged training courses. These and all other measures adopted are aimed at increasing the efficiency of data work and making the company's strategic goals tangible.
The measures include data catalog, data quality and training to increase data literacy within the company
Result: A comprehensive data strategy with a roadmap to data excellence
With the accompanying data expertise of Dataciders, Tirol Werbung not only developed a clearly defined data strategy with a detailed roadmap, but also raised awareness of the importance of data-based work within the company.
The data strategy comprises the following key aspects:
- Data Excellence Framework: A structured model that defines the disciplines of data work and has been adapted to the specific needs of Tirol Werbung.
- Guiding principles and vision: A clear direction of where the company wants to be in the next five years.
- Action plan: A detailed plan with specific measures to implement the strategy. Each measure includes objectives, expected results and dependencies.
The developed strategy is now seen as a living document that can be regularly adapted to meet changing requirements. The next step is to communicate the strategy throughout the company and start implementing the measures.

Stefanie Berwein
Data project management and data steward, Tirol Werbung Ltd.
"With Dataciders' data expertise and practical support, we have succeeded in developing a comprehensive strategy for data excellence. We now have a clear roadmap that shows us where we want to start and where we want to go. We see this as a "living paper" that we can flexibly adapt to our needs in terms of concrete implementation. Above all, it is the perfect basis for developing in the direction of data excellence."
Stefanie Berwein
Data project management and data steward, Tirol Werbung Ltd.
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