Jay Kinghorn, Associate Managing Director Utah Office of Tourism, Film and Global Branding

1. Develop a key performance indicator to use for optimizing media spend while campaign is in market 2. Develop processes to quantify ad performance based on actual sales/arrivals 3. Use data to optimize all aspects (not just digital) of our marketing buy

3 KEY OBJECTIVES

Winter

3%8%

46%10%

33%

Out of Home

Digital

TV

SocialPrint

7%

72%

2%

19%OOH

Digital

TV

Social

3-season

OUR TOOLS

OUR PROCESS

Weekly: Supermetrics use to pull performance data from Double-click and Google Analytics, data normalized using Python/pandas, inserted into database.

Monthly: Download of Adara/Arrivalist data, normalized in Python/pandas & inserted into database

Quarterly/Campaign: Aggregate & join datasets for analysis & evaluation

Post-impression activity is best predictor of hotel/flight booking or arrival

Statistically significant correlation

Significantly better predictor than click-through rates

- Objective 1 -

FIND OPTIMIZING METRIC

WHITHER CTR?

Post Impression with:

Arrivalist Arrivals: 0.65 Adara Flight bookings: 0.61 Adara Hotel bookings: 0.82

Click-through with:

Arrivalist Arrivals: -0.04 Adara Flight bookings - 0.1 Adara Hotel bookings - 0.1

0.00%

0.35%

0.70%

1.05%

1.40%

0.00 3.83 7.67 11.50 15.33 19.17 23.00

0.65%

0.70%

0.75%

0.80%

0.85%

Sun Mon Tue Wed Thu Fri Sat

TIME OF DAY /DAY OF WEEK - WINTER CAMPAIGN

TIME OF DAY /DAY OF WEEK - SPRING/SUMMER CAMPAIGN

TIME OF DAY / DAY OF WEEK ANALYSIS

After finding a correlation between time of day and day of week, people were most likely to respond to our advertising, we made optimizations and saw an increase in campaign performance of more than 52%

Which vendors/mediums are most efficient at converting business?

How do we use this to find the right media mix?

- Objective 2 -

DEVELOP PROCESSES TO QUANTIFY AD PERFORMANCE

BASED ON ACTUAL SALES/ARRIVALS

Which geographic markets book the nicest hotels (and spend the most money)?

Which markets stay the longest?

How do booking/travel patterns differ by geography?

Where should we be placing our TV ads?

- Objective 3 -

USE DATA TO OPTIMIZE ALL ASPECTS (NOT JUST DIGITAL)

OF OUR MARKETING BUY

1. A single KPI serves as a common scorecard for campaign success. 2. Moving from Excel files to databases is time-consuming, but immensely more powerful. 3. Automation is essential to scale your analytics 4. Our vendors need to do more to help us achieve success. 5. Automation doesn’t eliminate the need for human expertise.

5 KEY TAKEAWAYS

THANKS!