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© 2018 Conversant LLC. All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.
Visit Savannah
Conversant | October 2019
Presented by: Zeek Coleman & David Chastain
2
3 © 2018 Conversant, LLC. All rights reserved.
All names and logos are trademarks or registered trademarks of their respective owners.
• Do you have a holistic view of each visitor?
• Can you optimize messages to that individual across
all their devices through multiple channels?
• How are you measuring ROI
• How do you communicate the value of your DMO’s
role in the visitor journey?
Measurement doesn’t always tell the whole story
4 © 2018 Conversant, LLC. All rights reserved.
All names and logos are trademarks or registered trademarks of their respective owners.
Tablet
Personal
Mobile Phone
Verified Demographics
Home Desktop
Work Laptop
Video & TV
Consumption
Non-Cash
Purchases Made
Messages Served
Conversant & Epsilon Unparalleled On & Offline 20 Years of Innovation Consumer Data
200M+real people
178+chances to reach
each person daily
$3Tin observed non-cash
transactions annually
96%verified cross-
device accuracy
7000+profile dimensions
1T+real-time decisions
Websites Browsed
5 © 2019 Conversant LLC and Epsilon Data Management, LLC. Proprietary and confidential.
All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.
CASE STUDY
6 © 2018 Epsilon Data Management, LLC. All rights reserved.
All names and logos are trademarks or registered trademarks of their respective owners.
• Visit Savannah, a destination marketing
organization, wanted to acquire new visitors,
including hard to reach luxury travelers, and
accurately measure their spend in town.
• Their goal was to drive awareness through
cross-device video, display messaging and
unique creative messages.
• With tourism budgets getting tighter, it’s more
important than ever to understand the impact of
every marketing dollar spent.
Challenge
© 2018 Conversant, LLC. All rights reserved.
All names and logos are trademarks or registered trademarks of their respective owners.
7
Conversant Net Economic Impact
(NEI)
Solution
To achieve
Savannah’s goals we
used the Net
Economic Impact
(NEI) solution.
• To engage the right visitors, Conversant delivered unique,
digital messages to individuals that that fell into categories
like Luxury Travelers, Outdoor Enthusiasts and Health and
Wellness Enthusiasts, from selected feeder markets across
mobile and desktop.
• We used our NEI solution to show the financial impact that
each visitor has on Savannah, with in-depth reporting on
non-cash transactions across all major spend categories.
• Provides a full understanding of how many visitors
digital marketing influences and the top feeder
markets.
• Goes beyond analyzing hotel and airline bookings
alone.
• Shows total visitor spend across categories like Dining
& Nightlife, Gas & Grocery, Entertainment and more.
8 © 2019 Conversant LLC and Epsilon Data Management, LLC. Proprietary and confidential.
All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.
Results
• In total, 5.4 million individuals were
messaged, with 100,000 individuals visiting
the area during that time.
• By measuring the overall NEI using credit
and debit card transactions, they saw an
$133:1 return on ad spend (ROAS) with an
investment of $182K.
• For lodging alone, ROAS was $21:1;
double what they typically see. This ROAS
is especially meaningful for Visit Savannah
since they are funded by hotels.
Conversant helped Visit Savannah not only
reach new visitors, but also measure the
economic impact of those visitors.
• 5.4M individuals messaged
• $133:1 total ROAS
• $21:1 lodging ROAS (2X typical return)
9 © 2019 Conversant LLC and Epsilon Data Management, LLC. Proprietary and confidential.
All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.
REPORTING INSIGHTS
CAMPAIGN METRICS
$24.2MMtotal measured revenue
$182Kinvestment
$133.16measured ROAS
5.4MMunique individuals reached
100,059total measured visitors
525,674total measured transactions
5.3average measured
purchases per visitor
Measurement Window: November 21, 2018 – May 16, 2019
1.86%measured traveler rate
$242average measured spend
per transactor
REVENUE BY CATEGORY
29% of measured revenue was spent within the Retail / Apparel category which includes clothing, department, jewelry and other merchandise stores
• Lodging + Vacation Rentals represent 17% of measured revenue – 21:1 ROAS alone
Retail / Apparel Stores29%
Dining / Nightlife21%Lodging
12%
Gas / Convenience Stores10%
Grocery / Food Stores10%
Other9%
Vacation Rentals 5% Services 4%
$24.2MM total revenue
Measurement Window: November 21, 2018 – May 16, 2019
14%
10%
5% 5%4% 4% 4% 4% 4%
2% 2% 2% 2% 2%
16%
8%
6% 6%
4%4%
5%
3%
5%
2% 3% 2%2% 2%
Atlanta New York Jacksonville Washington Dc(Hagrstwn)
Philadelphia Boston(Manchester)
Orlando-DaytonaBch-Melbrn
Chicago Tampa-St. Pete(Sarasota)
Raleigh-Durham(Fayetvlle)
Miami-Ft.Lauderdale
Augusta-Aiken Nashville Columbia SC
% of Revenue % of Visitors
FEEDER MARKET PERFORMANCE
14% of measured revenue generated in destination came from the Atlanta DMA; additionally, that measured revenue was driven by 16% of visitors that came from Atlanta
New York, Boston (Manchester), Chicago and Nashville represent feeder markets that over-index revenue to visitors; these individuals contribute to a large portion of revenue compared to all feeder markets
Note: Feeder markets with 2% or more revenue included; total bars visualized here will not add up to 100%
Measurement Window: November 21, 2018 – May 16, 2019