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Matt Clement
Marketing and Partnership Manager
Fort Worth Convention & Visitors Bureau
Cree Lawson
Founder and CEO
Arrivalist
Dan Mishell
Director, Research
Visit California
Richard Smalley
Tourism Marketing Manager
Kansas Wildlife, Parks & Tourism
Utilizing Technology to Track a Visitor’s Journey to
Your Destination
Advertising Ad
You’ve Arrived
Arrivalist Tedh notifies advertiser of arrival
User views Arrivalist Powered Ads or Content
User MovesTechnology finds user
in new location
HOW IT WORKS
Presence = ROI
Data Targeting
Multi-Screen Media
Geo LocationData
Arrivalist Data
Advertiser Receivesreport which shows ads
resulted in arrivals
Types of Media:
*Site Visit
*Banners
*Video
*Mobile*Visitor Guide Requests
Key Points:
*Not attitudinal
*Not survey/ recall
*Not booking data
*Objective
*Real Time
*All touch points; not just last view/ last click
August 25, 2015
Visit CaliforniaOwned Channel Measurement
Director of Research
Visit California
Dan Mishell
Metrics and insights
Owned channels:
Websites• Usability• Satisfaction• ROI• Google Analytics
Visitors Guide• Influence in trip decision• Role in trip planning• Trade and consumer
distribution
E-Newsletter• Opens and CTR• Distribution by
geography and demo
Social Media• CTR to website• Fans and followers• Engagement
Arrivalist study
Asset measurement Start date
Site visit 8/19/2014
Mobile site visit 8/15/2014
Gateway cities 8/19/2014
Rural destinations 8/19/2014
Guidebook requests 8/19/2014
Video 8/19/2014
E-mail 9/30/2014
Exposures and arrivals
Verified arrival
Unique users
August-December 2014
Origins and arrivals: Gateways
Origins and arrivals: Rural
Days to arrival by device
Desktop Mobile
Arrivals by exposure frequency
Media efficiency: Arrivals per 1,000 exposures
E-N
ew
sle
tter
Guid
e R
equest
Guid
e P
age
Mobile
Gate
way
Rura
l
VCA.c
om
Vid
eo
Media exposure overlap
VCA.com
Gate
way
Guid
e R
equest
Mobile
Rura
l
VCA.c
om
Key takeaways
1. VCA.com generates nationwide travel
2. Higher payoff for rural regions from Pacific Northwest
3. 80% of desktop users travel within 30 days –1/3 of mobile users travel more than two months after exposure
4. Exposure to 5 or fewer assets generates 82% of travel
5. First exposure to videos not generating high rates of travel (early stage)
6. Add tagging to paid media to understand performance of creative groupings and interaction with owned assets
Matt Clement
Marketing and Partnership Manager
Resident Data Geek
Fort Worth Convention & Visitors Bureau
Moneyball, Cowtown Style
20
Four Questions:
1. Who
2. What
3. Where
4. When
Origin Market Targeting
22
Market SelectionUsing Data To Select Best Origin Markets for Paid Media
23
Market SelectionUsing Data To Select Best Origin Markets for Paid Media
24
25
California• 3,759 impressions per Arrival• $185 ADR• LOS = 2.3 days• Daily Trip Spend = $257
Florida• 5,355 impressions per Arrival• $139 ADR• LOS = 3 days• Daily Trip Spend = $262
Market Selection
26
Using Data To Select Best Origin Markets for Paid Media
27
Stay on Target…
28
Using Customer Path Data To Time Paid Media
Timing
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Example: AdaraTiming
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Example: Trip Advisor
Timing
Tracking The PathOwned Media’s Overlap With Paid Media
31
Tracking The PathOwned Media’s Overlap With Paid Media
32
Tracking The PathOwned Media’s Overlap With Paid Media
33
Tracking The PathOwned Media’s Overlap With Paid Media
34
Tracking The PathOwned Media’s Overlap With Paid Media
35
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Tracking the Path Owned Media’s Overlap With Paid Media
Tracking the Path Arrivals by Exposure Frequency
38
The new way is better!
40
0 0.2 0.4 0.6 0.8
TRIP ADVISOR
ADARA
OTA #1
OTA #2
Arrivals per 1000 Exposures
Arrivals per 1000Exposures
Marketing Performance Reporting
41
Media Buying Like a Boss!
42
The Moneyball WayGo Where The Fish Are. Which markets will yield the best paid media efficiency? Which markets yield the best ADR and Visitor Spend per Day?
Media Gravity.Digital media moves visitors at different speeds…utilize that knowledge to understand proper campaign asset timing.
Better Together. Are your owned media assets supporting your media buys? They should be! Retargeting pixels for the win!
Marketing Report Superstar. Are your campaign reports resonating with your leadership and shareholders? Does your report tell a dynamic success story…or something they need a secret decoder ring to understand?
Metrics That Matter. Do your campaign KPI’s benefit you…or your digital media sales rep? Trust everyone…but always brand your cattle!
Richard Smalley
Tourism Marketing Manager
Kansas Wildlife, Parks & Tourism
UTILIZING TECHNOLOGY TO TRACK A VISITOR’S JOURNEY TO YOUR DESTINATION, ESTO 2015
Travel Kansas
TOPICS: 3 Ways to Measure Arrival Impact
1. Plotting the Consumer Path By Creative
2. Measuring Consumer Path By First Impression
3. Using Arrival data to Calculate Economic Impact ROI by Creative
4. Measuring the Overlap between State level and Co-Op Ads
Arrival Path by Creative
Arrival Path By First Impression
ROI ANALYSIS BY CAMPAIGN
Objective:Drive Awareness & Visits during summer months.
Media Strategy:• Target Hunters, Anglers,
Outdoor Adventurers, Fishers, Birdwatchers, History/ Heritage & Journey Seekers
Measurement of Success:• Interaction Rates
• Time on Site
• Arrivals (via Arrivalist)
MEASURING THE IMPACT (by Campaign)
Standard Campaign Reporting
AD THEME Impressions Clicks CTR%
Spring Turkey 505,621 581 0.11%
Hunters 505,621 581 0.11%
Fishing 432,803 260 0.06%
Anglers 432,803 260 0.06%
Kayaking 2,135,982 8,618 0.40%
Cycling 1,932,725 5,257 0.27%
Nature Video 1,529,305 5,064 0.33%
Outdoor Adventure Travelers 5,598,012 18,939 0.34%
Birds 520,373 2,301 0.44%
Birdwatchers 520,373 2,301 0.44%
Kaw Dancer 1,775,769 7,186 0.40%
History/Heritage Video 1,311,362 5,164 0.39%
History/Heritage 3,087,131 12,350 0.40%
Edutainment Video 878,573 2,267 0.26%
Mass St. 910,841 3,925 0.43%
Festival Dancers 805,292 5,672 0.70%
Byways 1,491,331 2,971 0.20%
Journey Seekers 4,086,037 14,835 0.36%
ECONOMIC IMPACT With Arrival Metrics
Visitor
Value
Verified
Arrival Value
Verified Arrival
ROI (per $
spent)
Estimated
Arrival Value
Estimated
Arrival ROI
$530.00 $24,190 $3.78 $249,100 $37.84
$245.00 $ 3,185 $0.61 $ 31,850 $6.06
$ 606.00 301,788 $24.46 $ 3,017,880 $74.93
$267.00 $3,204 $1.25 $32,040 $12.51
$332.00 $120,184 $11.02 $1,201,840 $46.55
$332.00 $118,856 $45.71 $1,188,560 $53.13
=X
Arrival
Rate 0.09%
0.09%
0.03%
0.03%
0.10%
0.07%
0.10%
0.09%
0.02%
0.02%
0.13%
0.09%
0.09%
0.01%
0.09%
0.05%
0.15%
0.09%
CampaignSpring Turkey Ad
Hunters Category
Fishing
Anglers Category
Kayaking
Cycling
Nature Video
Outdoor Adventure Travelers
Category
Birds
Birdwatchers Category
Kaw Dancer
History/Heritage Video
History/Heritage Category
Edutainment Video
Mass St.
Festival Dancers
Byways
Journey Seekers Category
Red: Economic impact
Blue: Cost Per Arrival
MEASURING THE IMPACT (by Campaign)
$14.01
$40.41
$8.09 $21.35
$7.13 $6.25
$530.00
$245.00
$606.00
$267.00
$332.00 $332.00
$-
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
$700.00
Hunters Anglers Outdoor / AdventureTravelers
Birdwatchers History and Heritage Journey Seekers
*Visitor Value data is obtained from the following sources: Leisure traveler, $332 - Tourism Economics, 2014** Bicyclist, $606 - Institute for Tourism and Research, Univ. MT 2013 Birdwatchers, $267 - U.S. Fish and Wildlife Service 2011 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation for Kansas, 2012 Anglers, $245 - U.S. Fish and Wildlife Service 2011 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation for Kansas, 2012 Hunters,$530 - U.S. Fish and Wildlife Service 2011 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation for Kansas, 2012
**This assumes that verified arrivals lead to overnight stays.
Red: Return on Ad Investment
Blue: Click Thru Rates
MEASURING THE IMPACT (by Campaign)
0
50
100
150
200
250
300
350
400
450
500
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0.40%
0.45%
0.50%
Hunters Anglers Outdoor AdvetnureTravelers
Birdwatchers History/ Heritage Journey Seekers
CO-OP ADVERTISING IMPACT ON ARRIVAL PATH
TravelKS.com
Topeka, KS
Hutchinson,KS
Salina, KS
Kansas City,KS
FIRST RESULTS: Overlap W/ Travelks & Co-op
National Overlap W/ Travelks & Co-op
QUESTIONS?
Richard Smalley, Tourism Marketing Manager, Kansas Department of Wildlife, Parks and [email protected]
