Dave Hockly
Director
Dave founded Data Story with a belief that better data leads to better marketing. With over a decade in digital marketing across tourism, hospitality, and growth businesses, he specialises in turning complex analytics into clear business strategy. Dave leads client relationships and oversees the agency's strategic direction.
SEO & GEO
We have built a custom solution to the biggest challenge in destination marketing right now - AI Search Visibility
22 July 2026
See what AI tools say about your destination or experience today, then improve it. Our custom solution makes your visibility in AI search measurable across the customer journey, then gives you a plan to improve it.
Read article
SEO & GEO
Your destination is being recommended in AI. Can you see it?
21 July 2026
The trip now gets planned inside a chat, and most destinations have no way to see how they show up there. A GEO playbook for tourism boards, regions and luxury destinations: what to measure, and where to start this week.
Read article
Customer Journey
You can't do good marketing with AI until your data is organised for it
16 July 2026
Read article
Destination and Experience
The tourism journey is too long to measure by gut
16 July 2026
Read article
SEO & GEO
How to measure your brand in AI search
3 July 2026
Discovery has moved to AI, and most measurement has not caught up. How to see how your brand shows up in ChatGPT and Google AI Mode, and connect it to revenue.
Read article
Strategy
We transitioned the agency to operate out of AI. Here's what broke and what we learned
23 June 2026
When a client emailed to scale back because they were using AI in-house, we moved the whole agency to work out of Claude Code. Here's what broke, what we learned, and why good strategy matters more than ever as execution gets commoditised.
Read article
Customer Journey
Understanding your customer journey
26 March 2025
Purchasing is a decision that happens over time. By breaking that journey into key moments — and measuring them — you give your marketing the focus it needs to actually move the needle.
Read article
Destination and Experience
Data For Strategy in Tourism Marketing
26 March 2025
Effectiveness is doing the right things; efficiency is doing things right. This is about data for strategy — the eight metrics that tell you where to focus to grow a tourism business.
Read article
Destination and Experience
Strategy and Execution for Tourism Marketing Leaders
26 March 2025
A retainer-based, data-driven approach for tourism marketing teams: comprehensive analysis, clear annual goals, tactical execution, and monthly reviews that compound into real ROI.
Read article
Analytics
The Complete Guide to Data-Led Marketing in 2025
15 February 2025
Most businesses collect more data than they know what to do with. This guide walks through how to build a marketing function that actually uses it — from analytics foundations to full-funnel attribution.
Read article