When Satpal Chana joined VisitBritain as the deputy director of Data, Analytics & Insight, his first week was far from ordinary. Just as he walked through the door, the nation entered lockdown, halting international travel and challenging the very mission of VisitBritain, the government agency responsible for promoting the UK’s tourism sector. Tasked with navigating these uncharted waters, Chana, a seasoned data strategist with a robust background from Manchester United and Accenture, quickly faced an urgent need for transformation.
The pandemic presented unprecedented challenges for the tourism industry, which supports over 200,000 small and medium enterprises and employs approximately three million people across the UK. With data collection through traditional surveys abruptly sidelined, Chana recognised that the organisation’s data strategies lacked the agility and forward-looking insights required in a crisis. “People were asking, ‘Where is the work going to come from next?’” he recalls, emphasising the urgency of reevaluating their approach to data management.
Chana’s career has always revolved around understanding how data can drive performance. At Manchester United, he explored the intersection of brand assets and financial outcomes, forging a path that led him to his current role focused on the public sector. His passion for numbers, he explains, has been the guiding force throughout his career. “I love numbers, I always have,” he says. It is this enthusiasm that became essential as VisitBritain embarked on a digital transformation journey aimed at averting future crises.
Under Chana’s direction, VisitBritain has initiated a comprehensive data transformation programme that utilises cutting-edge artificial intelligence technologies. The objective is straightforward: empower decision-makers with timely data insights to ensure the organisation is never again caught off-guard during a crisis. The integration of AI tools has revolutionised the organisation’s ability to assess campaign effectiveness, slashing the time required for campaign analysis from several days to mere seconds. This shift allows the team to focus on the narratives that emerge from the data, enabling strategic insights and swift adaptations.
For instance, during the evaluation of VisitBritain’s “Don’t Spill the Tea” campaign, AI analysis highlighted audience discomfort with specific visual elements swiftly, allowing the marketing teams to make necessary adjustments in real-time. The ability to conduct dynamic workshops for campaign evaluations marks a significant departure from past practices, where insights were often stymied within static presentations.
Chana’s focus on agentic AI—models that operate semi-autonomously—has also transformed data management practices at VisitBritain. These agents standardise and validate datasets while facilitating a more proactive approach to analytics. He notes, “We’re using agents to let them have a conversation with the data,” which fosters greater engagement with small and medium enterprises looking to leverage national datasets.
As part of this transformation, Chana has also explored the use of synthetic data to prepare for future uncertainties. By creating artificial datasets that mirror real-world data, the organisation can simulate various scenarios, better equipping them to respond to unpredicted challenges. “Synthetic data should augment, never replace,” he advises, encapsulating his holistic view on using innovative data strategies to enhance preparedness.
Equally important is the cultural shift within VisitBritain, which Chana views as pivotal for long-term success. Early in the data transformation process, his team identified key influencers within the organisation—those who could advocate for data-driven decision-making. This initiative enhances data literacy across VisitBritain, encouraging teams to seek collaboration rather than merely transactional interactions. “They become architects of the solution, not just users. That way, I don’t have to sell the platform—they do,” he explains.
The deployment of Databricks as a central cloud platform has further facilitated this transformation. Chana describes it as “the glue” that binds technical teams and business users within secure confines, enabling in-depth analytics in real-time and optimising how insights are reported across various departmental spectrums. This platform allows VisitBritain to connect diverse data points, enabling them to offer predictive insights and elevate strategic collaborations.
To further impact, the evolution of language surrounding data has been revolutionary. Previously, comprehension of data was often restricted to specialists; however, Chana notes that initiatives now render insights accessible in everyday vernacular. “The biggest impact Gen AI has had… is that the language of data is no longer inaccessible,” he states, illustrating a necessary shift that opens the door for wider engagement among non-technical users.
Despite these advances, Chana remains aware of the potential risks associated with AI implementation, particularly concerning transparency and ethics. As VisitBritain scales its use of AI, ensuring alignment with public sector guidelines and maintaining clear communication with stakeholders become paramount.
Looking ahead, Chana envisions a future where VisitBritain continues to merge diverse datasets to narrate compelling stories that reflect the evolving landscape of UK tourism. “Very few organisations have managed to connect all that data together. We can. And that’s the opportunity,” he asserts, pointing to a path laden with both challenges and opportunities as the sector gradually rebounds from the tumultuous effects of the pandemic.
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Source: Noah Wire Services
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