powerpoint presentation · *site visit *banners *email *video *mobile *visitor guide requests key...

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

*Email

*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

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Media exposure overlap

VCA.com

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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

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Market SelectionUsing Data To Select Best Origin Markets for Paid Media

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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

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Using Data To Select Best Origin Markets for Paid Media

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Stay on Target…

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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

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Tracking The PathOwned Media’s Overlap With Paid Media

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Tracking The PathOwned Media’s Overlap With Paid Media

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Tracking The PathOwned Media’s Overlap With Paid Media

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Tracking The PathOwned Media’s Overlap With Paid Media

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Tracking the Path Owned Media’s Overlap With Paid Media

Tracking the Path Arrivals by Exposure Frequency

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The new way is better!

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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!

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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!

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Matt ClementMarketing & Partnerships Manager

Fort Worth CVB

@ThatMattClementmattclement@fortworth.com

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 TourismRichard.Smalley@TravelKS.com