Connect Association Magazine, January 1, 2017
"The biggest lesson Visit Wichita (Kansas) learned once it began collecting loads of digital information to evaluate its marketing efforts is it needed someone to track all the data. Enter William Graves, the CVB’s first data analyst, hired late last year to boost the city’s effort to attract more events. Visit Wichita President and CEO Susie Santo says the position is a necessity, especially for midtier cities with plenty to offer but competing for recognition. Santo, who for 19 years worked at Universal Studios Hollywood, asserts Wichita’s CVB is now ahead of the technology curve with Graves concentrating solely on data analytics. We spoke to Santo and Graves about the hire and the importance of tracking digital information."
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