When it comes to leveraging geolocation data for destination marketing, two fundamental concepts emerge: visitor makeup and visitation estimates. While these concepts can work together while painting a full picture of a destination&rsquo;s narrative, their methodologies and the questions that they answer are very different. Of course, this tends to make things more complicated - so we&rsquo;re here to explain.

<img src="https://cdn.buttercms.com/pmOAezNyTTSKAS8vYHZf" alt="undefined" width="880" height="446" style="display: block; margin-left: auto; margin-right: auto;">

Why does this all matter?&nbsp;Because knowing when and how to utilize visitor makeup vs. visitation estimates will help DMOs leverage more impactful data that will resonate with their audiences and ultimately drive more successful marketing.&nbsp;
Still looking for additional clarity on visitation estimates vs. visitor makeup? Check out the video below, where we break down these concepts even further.


<iframe width="772" height="434" src="https://www.youtube.com/embed/AZu2jfUT9DI?si=upx0Z1e03m46UKwY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen="allowfullscreen"></iframe>

A two-minute read for DMOs seeking to understand the methodologies behind geolocation data for their destination.

Geolocation 101: Understanding your data

Are you using geolocation data the right way? 
Do you need help understanding how your geolocation estimates are made? 
Dive into this quick read to make sure you're asking the right questions when digging into your data.

Geolocation Data 101: Understanding your geolocation data

Google made waves in the ad-tech world last month with the surprise announcement that it was scrapping its plan to deprecate third-party cookies. After years of planning for a cookie-less landscape, this about-face has left digital marketers scrambling to understand what this means for the ad-tech world and how their digital strategies need to be adjusted in the wake of the shift.&nbsp;
Here&rsquo;s what leaders at Datafy had to say in light of the announcement:&nbsp;
Candie Perkins, Datafy Co-founder and CEO, on what this means for Datafy clients:&nbsp;
&ldquo;We&rsquo;re always stressing the importance for our clients to remain forward-thinking. In a lot of ways, the threat of cookie deprecation has pushed those willing to evolve to uncover the new gold standard. Even in the wake of this announcement, we believe that this new gold standard lies in cookie-less solutions&hellip; Because if you can find innovative ways to ensure and respect your users&rsquo; privacy, why wouldn&rsquo;t you? Our clients can stay ahead of the curve by putting privacy first and being highly-selective about the advertising technologies you invest in. In doing so, you&rsquo;ll remain an active participant in shaping what comes next.&rdquo;
Kelby Bosshardt, Datafy Co-Founder and President, on what&rsquo;s happening in the big picture:&nbsp;
&ldquo;I think there&rsquo;s more happening under the surface than what Google announced, and I don&rsquo;t think that this is the end of the story.
Google has been struggling to convince EU regulators that their plans to deprecate third party cookies were privacy-friendly and could be done in a way that wouldn&rsquo;t ultimately strengthen Google&rsquo;s monopoly on digital advertising. The EU repeatedly forced Google to delay the plan, knowing that once third party cookies were gone,&nbsp; all the data and control would be squarely in Google&rsquo;s hands and there would be no system of checks and balances to allow other companies to compete with them.
This is where it gets interesting. Google isn&rsquo;t doing away with their proposed plan. In fact, they&rsquo;re doubling down on the EU-rejected &ldquo;Privacy Sandbox&rdquo; plan. All they changed was enforcement. Rather than forcing Chrome users to adopt the Privacy Sandbox by removing third party cookies, they announced they will give users the &ldquo;choice.&rdquo; Sound familiar? Marketers may remember when Apple rolled out ATT (App-Tracking-Transparency) and asked users to decide whether or not to allow third-party sharing. What the users were really doing was choosing between receiving targeted advertising from Apple AND third parties OR receiving targeted advertising from Apple and nobody else. It&rsquo;s not a secret in this industry that Apple plays by a different set of rules than what it forces everyone else to do - and this &ldquo;choice&rdquo; offered in the ecosystem that they control led to Apple becoming one of the world&rsquo;s largest ad-tech platforms almost overnight. (Not to mention: It generates billions of dollars a year for Apple.)
I think that Google is planning to do something in a similar vein - offering a &ldquo;choice,&rdquo; but then, through PR campaigns and user experience and design choices, will guide the vast majority of users to &ldquo;choose&rdquo; to use the privacy sandbox - ultimately achieving their desire of killing third party cookies and cutting off competitors, without the pressure and scrutiny from the EU regulators.&rdquo;

Don&rsquo;t hesitate to reach out to your Datafy CX rep with any questions you have about how this pivot from Google may affect your ad-tech strategies in the future.&nbsp;

Cookies, are they coming or going? Datafy explains what this update may mean for your advertising campaigns and overall marketing plans.

A Note from Datafy: Google’s Third-Party Cookies Pivot

Google made waves in the ad-tech world last month with the surprise announcement that it was scrapping its plan to deprecate third-party cookies. Read on to see what the team at Datafy has to say about it.

A Note from Datafy on Google’s Third-Party Cookies Pivot

Big news: Datafy&rsquo;s all-new Advanced Spending Dashboard is now live - and it&rsquo;s giving Datafy clients new ways to enrich their work using comprehensive insights into how and where spending most impacts their destination. Before we get into the fun part - how you can actually put this new data to work in your destination - let&rsquo;s take you behind the curtain to touch on how we did it, and why it matters.&nbsp;

The new spending module looks at a cross-section of credit and debit cards from Mastercard, Visa, Discover and American Express. But rather than just aggregating and spitting the data back out, Datafy&rsquo;s in-house data science team - with its years of experience in cleaning, analyzing, and modeling datasets for the travel industry - applies Datafy&rsquo;s proprietary algorithm to the new raw data. This means that the previously-honed logic and technology that made us experts at factors like detecting trips, identifying visitors, removing anomalies, and correcting for sample distribution irregularities, has turned this new raw data set into the most accurate and relevant spending data available to destinations - And, it has exciting implications for the high confidence that users can have when looking at tourism-related metrics like average spend per visitor, average transactions per trip, trip length of spenders, and top spending markets.&nbsp;

Now that you know how it works, let&rsquo;s talk about how you can actually put it to use in your destination.&nbsp;

<ul>
<li>
Understand and identify your &ldquo;ideal visitor&rdquo;: Are you trying to reach overnight visitors? Or maybe your hotels are full, and you want to spread the economic impact around so that more local businesses are benefiting - then let&rsquo;s talk about reaching those that spend in retail or dining and nightlife.&nbsp;
</li>
<li>
Identify spending trends: Compare annual spending year-over-year and understand how spending fluctuates throughout the year. Examine the seasonal visitation patterns in your destination and see how that is reflected in spending.&nbsp;&nbsp;
</li>
<li>
Understand your top markets: Clearly identify which markets contribute the most to your destination in terms of economic impact and discover which region&rsquo;s visitation is driving the most economic impact to your community.&nbsp;
</li>
<li>
Understand which categories are driving the most impact: Is accommodation the economic heavy-hitter in your destination? How does its impact compare to that of dining and nightlife? Or specialty retail? This tool gives us a clear picture of that breakdown.&nbsp;
</li>
</ul>

This new data does a LOT - but it&rsquo;s also worth touching on what it doesn&rsquo;t do. It isn&rsquo;t a 100% capture of all spend (cash, anyone?), nor is it a direct replacement for economic impact studies, sales tax, or lodging data. (We filter out all transactions that are not in a tourism-related category, because we want this figure to be reflective of only visitor spending.)

Do you have questions about how you can put the new Advanced Spending Data to work in your destination? Reach out today and let&rsquo;s get started.&nbsp;

Big news: Datafy’s all-new Advanced Spending Dashboard is now live - and it’s giving Datafy clients new ways to enrich their work using comp

Datafy Launches NEW Advanced Spending Dashboard

Big news: Datafy’s all-new Advanced Spending Dashboard is now live - and it’s giving Datafy clients new ways to enrich their work.

Ever feel like the answers to your questions about CTV are more gray than black and white? You may find yourself asking questions like:&nbsp;
Where will my ads run? Are they running on Chromecast or Apple TVs? Did any of the ads run on [insert popular streaming app here]? Why is this CTV more expensive than what another vendor quoted me?&nbsp;
And the unsatisfying truth is that, oftentimes, the answer to these kinds of questions is going to be, &ldquo;well, it&rsquo;s a little more complicated than that...&rdquo; Let&rsquo;s talk about why that is.&nbsp;

<h2>CTV can mean different things to different agencies and vendors.</h2>
Depending on how they place CTV, agencies and vendors can be referring to different things when they mention CTV. They could be talking about:&nbsp;
<ul>
<li>
Pure, private CTV: CTV in its purest form refers to streaming video delivered in a living room environment through Connected TV devices. (Think: Apple TV, smart TVs, Chromecast, etc.) Psst&hellip; this is what Datafy means when we say &ldquo;CTV&rdquo;!&nbsp;
</li>
<li>
Open Exchange CTV: A diluted version of pure CTV that allows for ads to appear on uncontrolled content, apps, or networks, placed on re-sold inventory, or run on public TVs. (Think about those muted TVs in your dentist&rsquo;s waiting room.) This kind of uncurated inventory is generally less selective, and therefore less premium&hellip; which is why Datafy avoids placing anything outside of our custom, curated placements.&nbsp;
</li>
<li>
Over the Top (OTT), including CTV: Big screens through Connected TVs, plus smaller screens such as tablets, laptops, desktops, and/or smartphones.&nbsp;
</li>
</ul>
It&rsquo;s important to remember that you may be targeting undesirable placements if your CTV inventory is not curated. And while buying non-curated Open Exchange CTV can keep costs down, it will definitely dilute some of the key benefits of a&nbsp;<a href="https://www.datafyhq.com/blog/three-things-about-connected-tv-ctv-advertising">solid CTV strategy</a>.&nbsp;

<h2>Everyone wants a piece of the advertising pie.</h2>
CTV inventory is bought and sold through complex pathways, and vendors can usually buy the same ad space through several different channels:&nbsp;
<ul>
<li>
Directly from the content owner: The owner controls programming on their specific channel (for example: Fox, NBC Universal, etc.) and sells the ad space through a traditional sales funnel on a full contract commitment. (As opposed to programmatically on an impression-by-impression basis.)&nbsp;
</li>
<li>
Through premium distributors: Content is aggregated across distributors like Hulu, xfinity, Sling, etc.&nbsp;
</li>
<li>
Working with aggregated publisher content from larger cable or telecomm providers: (i.e. Comcast, AT&amp;T, etc.) This often offers additional targeting, based on the provider&rsquo;s subscriber data and their ability to bundle CTV inventory with traditional TV space.&nbsp;
</li>
<li>
Through private deals or Open Exchange CTV supply aggregators: Allowing for more refined and specific first-party and third-party targeting across broader and more diverse content like Roku, SpotX, etc.&nbsp;
</li>
</ul>
Why does this matter to the general media buyer? Because you can be buying similar inventory in different ways, depending on how your audience is watching their shows, and who has the best price for the same inventory. This can lead to self-competition or unexpected reporting on KPIs or capabilities.&nbsp;

<h2>Some reporting is less transparent than you'd think.</h2>
CTV comes with <a href="https://www.datafyhq.com/blog/three-things-about-connected-tv-ctv-advertising">amazing measurement and targeting benefits</a> - but, depending on who you bought the ad from, reporting can get a bit sticky as some content owners like to keep pieces of information for themselves. Oftentimes, we&rsquo;ll see a drop in content-level transparency (where was the ad placed?), but increased transparency on the audience / household-specific metrics (who saw the ad?). Or, vice versa, we&rsquo;ll see a decrease in audience transparency paired with an increase in content-level transparency.&nbsp;
While we all want the most transparent content reporting AND the most refined targeting options, getting both can be pretty unrealistic when it comes to CTV. Instead, placement options with the most refined audience targeting will tend to favor audience or household-specific metrics, whereas placement options with the most transparent content reporting will generally favor content-level metrics.&nbsp;
So with that, we'll leave you with some final questions to ask yourself and your CTV vendor if you're ever feeling like you need additional clarity on the topic:

Ask Yourself
Is content reporting (where I am placing my ad) more important or is the audience (who sees my ad) more important to me?
What reporting metrics do I want?
How much am I willing to pay per targeted household?

Ask Your Vendors
Is your CTV running in exclusively big-screen, private living room environments? How do you know?
Have you curated your premium content placements? Do you know if these deals exclude re-sold inventory?
Are you limiting your delivery by content category, network, app, etc? Can you?
Who are you buying your inventory from?
Can you report genre, network, app and/or channel-level reporting to show where my ads appeared? If not, what exactly can you share?
What device types do you target to hit that CPM? Are you targeting premium content only?

Feel like the answers to your questions about Connected TV advertising are more gray than black & white? Datafy's got you covered, read on.

Why Connected TV (CTV) Advertising is Not Black & White

Ever feel like the answers to your questions about CTV are more gray than black and white? Oftentimes, the unsatisfying answer to these questions is going to be, “Well, it’s a little more complicated than that…” Let’s talk about why that is.

CTV: It’s Not Black and White

Destination Marketing Organizations (DMOs) are under increasing pressure to demonstrate accountability in their reporting metrics. Heightened economic challenges and closer scrutiny of their budgets means that the need for tourism boards to utilize meaningful data and KPIs to showcase their true impact has never been more critical.. And while traditional metrics like CTR, impressions, and website traffic are still useful, they are no longer sufficient to validate the effectiveness of digital marketing efforts. Instead, it's essential to shift focus to the metrics that genuinely reflect success.
Fortunately, technology has evolved significantly in the last few years, making it possible to do exactly this. So let&rsquo;s make sure that your DMO is using the meaningful data that will enable your organization to adjust to the new demands on performance indicators and report on the metrics that truly matter.
For the full conversation, watch the recording.

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Economic challenges demand better metrics for DMOs. Traditional KPIs fall short. See how destinations are making a shift in their reporting.

KPIs & Conversions for Destinations and their DMOs

Destination Marketing Organizations (DMOs) are under increasing pressure to demonstrate accountability in their reporting metrics. Fortunately, technology has evolved significantly in the last few years, making it possible to do exactly this. Find out what destinations are doing for better reporting and strategizing with this new data at their fingertips.

KPIs and Conversions for DMOs in the New Digital Landscape

There&rsquo;s no denying that 3rd party cookies have been a tremendously helpful tool for marketers, and that DMOs will feel their absence when Chrome officially disables. We&rsquo;re especially going to feel it in areas like website retargeting, third-party website analytics, and interest-based advertising audiences, as traditional website retargeting becomes more difficult, reaching niche audiences becomes more expensive, and digital demographics targeting become unreliable &ndash; or disappear entirely. It&rsquo;s essential to recognize that these challenges have created the need for new solutions.&nbsp;&nbsp;
So how can DMOs execute successful audience targeting strategies that don't require third-party cookies? The answer lies in placing a greater emphasis on first-party data, leaning into geo-based and contextual targeting strategies, and in the emerging concepts of identity networks and clean rooms.
First-party data
<ul>
<li>We know how hard your DMO has been working to build this list, so let&rsquo;s start growing it and using it &ndash; Not only for email marketing campaigns, but also for more types of programmatic targeting and in-market attribution.</li>
</ul>
Geo-based and contextual strategies
<ul>
<li>Leaning into geo-based strategies (putting your advertising dollars into the geographical markets where you&rsquo;ll get the most traction) and contextual strategies (placing advertising on websites whose readers are likely to share your interest) will still allow DMOs to reach their most strategic audiences.&nbsp;</li>
</ul>
Clean rooms and identity networks
<ul>
<li>The deprecation of cookies will lead to the rise of identity networks and clean rooms &ndash; two concepts that allow us to analyze and activate customer data within the new privacy framework, and work hand-in-hand with each other to allow us to link online activity to the same user.</li>
</ul>
Contact your Datafy CX representative or&nbsp;<a href="https://www.datafyhq.com/contact" rel="follow">book a demo</a> to see how we&rsquo;re already implementing these critical emerging marketing tactics for destinations.

DMOs can and are successfully adapting to the loss of third-party cookies and Datafy is helping them using these three strategies...

The Cookie-less Future

As third-party cookies phase out, marketers face challenges in retargeting, analytics, and audience targeting. Here we explain how DMOs can navigate this shift by leveraging first-party data, geo-based and contextual strategies, and emerging tools.

Due to ongoing shifts in user privacy frameworks and geolocation data, (we&rsquo;re looking at you, Apple and Google!) it&rsquo;s time for our industry to adapt. As we all know, more user control over data sharing impacts data availability and consistency - so let&rsquo;s recognize the new limitations while continuing to focus on what geolocation still does better than anything else.&nbsp;
There are a few best practices that DMOs can employ this year to make sure that they&rsquo;re getting the most out of their geolocation data, in light of the privacy changes:&nbsp;
<ul>
<li>
Focus on large footprint areas: Geolocation data&rsquo;s reliability depends on having a sufficient sample size - and the new privacy restrictions means that there may not be enough data available in smaller footprints to be able to consider the data reliable and valid. (The smaller a point of interest is, the less likely it is to have enough data available to be suitable for analysis.) This means that geolocation data is not a people counter, nor is it likely going to be relevant for, say, an individual shop or restaurant.&nbsp;
</li>
<li>
Strategic KPIs: Focus on KPIs like origination markets, length of stay, and seasonality and relative performance. These KPIs are still an area of great strength for geolocation data, and are also critical to DMO strategy and accountability.&nbsp;
</li>
<li>
Layer in additional data sets: Layering in additional data sets like spending, airport, or lodging data will create a more well-rounded view of the destination and create multiple reference points. Doing so will create more comprehensive and accurate insights, and give you even more confidence in your data.&nbsp;
</li>
<li>
Updated modeling and analysis tools: Data vendors need to be working with updated modeling and analysis tools that are reflective of the new ways that users are approaching geolocation data. Make sure that your vendor isn&rsquo;t being left behind!
</li>
</ul>
At the end of the day, smartphone geolocation data still boasts over 150 million active monthly users, so let&rsquo;s not make the error of discounting its significance or applicability to the tourism industry. As long as these adjustments are made, it can and should still be considered a central pillar of your digital marketing strategy - we know that it&rsquo;s going to remain one of ours!&nbsp;

Adapting to privacy shifts: Exploring how the evolving landscape of user privacy impacts geolocation data usage and your data.

Privacy Frameworks - Navigating these new parameters

New Privacy Frameworks - What To Do

Ogden, UT (April 25, 2024) - Analytics and ad-tech platform provider <a href="http://www.datafyhq.com">Datafy</a> announced today the launch of its new generative AI tool, an embedded conversational analytics tool, designed specifically for the needs of destination marketing organizations (DMOs). The new tool seamlessly integrates AI functionality into Datafy&rsquo;s industry-leading data analytics software technology, offering enhanced visitor and data analytics capabilities that can analyze and synthesize large amounts of data with previously unprecedented speed and efficiency. This launch marks Datafy as the first-to-market in creating an automated, integrated AI tool for data interpretation in the travel industry, and provides clear direction on the significant role that AI can play in destination marketing.&nbsp;
Datafy&rsquo;s new AI tool allows users to identify new stories, KPIs and trends by using one of two pre-engineered prompts. Both offer consistent summaries of the high-level KPIs most important to DMOs; they primarily differ in whether they are summarizing or analyzing the data:&nbsp;
<ul>
<li>
Data Summarization Prompt: Provides a simple summary of the data by extracting and conveying the dataset&rsquo;s key information into a coherent and concise textual format. May include easy-to-understand statistics and trends.&nbsp;
</li>
<li>
Analysis Prompt: Offers insights and analysis from the data to identify trends and provide a deeper view into the destination.&nbsp;
</li>
</ul>
<blockquote>
&ldquo;We&rsquo;ve made AI manageable and approachable by offering access to succinct, consistent, and easily-interpreted results. We&rsquo;ve taken the guesswork out of figuring out how to feed real data, context, and high quality prompts into the AI,&rdquo; said Datafy Co-founder and President Kelby Bosshardt.
&ldquo;Our fully-integrated system enables DMOs to quickly give stakeholders thorough insights into how their destination is performing, and we can&rsquo;t wait to see it stretch beyond that. We&rsquo;re excited to see our clients use it to identify insightful trends, to structure advertising campaigns, and as a brainstorming tool to develop strategies.&rdquo;
</blockquote>
At a time where many DMO leaders remain hesitant to embrace generative AI tools such as ChatGPT in destination marketing, Datafy's new AI capabilities represent a tangible way that tourism professionals can harness its power to enhance and streamline their marketing efforts - freeing up more time to focus on what they do best.&nbsp;&nbsp;
To learn more about Datafy&rsquo;s industry-leading technology capabilities, visit <a href="http://www.datafyhq.com">www.datafyhq.com</a>.&nbsp;

*Skift (2024, April)&nbsp; ChatGPT&rsquo;s Value for Tourism: Few Boring Top 10 Lists. Retrieved from <a href="https://skift.com/2024/03/06/chatgpts-value-for-tourism-fewer-boring-top-10-lists/">https://skift.com/2024/03/06/chatgpts-value-for-tourism-fewer-boring-top-10-lists/</a>

Expanding tech capabilities from data analytics leader puts power of AI in hands of DMOs

DATAFY LAUNCHES NEW AI TOOL WITHIN TECHNOLOGY PLATFORM

What&rsquo;s iROAS? It stands for Incremental Return on Ad Spend, and it measures your marketing effort&rsquo;s impact on revenue. The key difference between iROAS and the oft-used ROAS is&nbsp;incrementality. ROAS doesn&rsquo;t always give the full picture, but being able to measure incrementality means that we can better illustrate the value of your marketing efforts, when taking into account the visitation that is already occurring. iROAS allows you to isolate the impact of your marketing, separate from other potential factors and in doing so, makes it possible to verify that your organization&rsquo;s marketing efforts led to incremental attributable trips - trips that would not have occurred otherwise.&nbsp;
Determining iROAS requires proving the impact excluding the baseline. It measures a baseline visitation rate - a rate that people from certain markets are already showing up in your destination, with or without advertising efforts. First we determine: At what rate did this control group show up in-market? These are your baseline visits. Then, we measure the same question, but for people who were exposed to the campaign&rsquo;s advertising. At what rate did the ad-targeted audience show up in-market? Comparing the two may reveal a statistic such as:&nbsp;&ldquo;Ad-aware customers were 9.5x more likely to visit than the control group.&rdquo;&nbsp;In doing so, it becomes possible to link your marketing efforts to increased visitation in your communities.&nbsp;
The exact iROAS figure is determined by subtracting baseline visits from attributable visits, and multiplying that number by the average spend of the visitor when they&rsquo;re in-market. This number represents the incremental campaign impact, removing any baseline visitation we expect was happening anyway. Then, that number is divided by cost of the campaign, and - voila - you have your iROAS!&nbsp;

<img height="83" width="624" src="https://lh7-us.googleusercontent.com/KG6qaH4B892q5zf6MhwlNdTAYea4FwiMQIPVJN2Az27gwjYjmijuRWfGhKjHjHfGK740Dj-DfscUPv6nRxdBAy_d1lpCdgdDpU-x-AUvNbAfGfU8TCesvvVMmWwaxpcg5e_7kxAeDwyiCb37j9xHVz0" style="display: block; margin-left: auto; margin-right: auto;">

As the tourism industry maintains an increased focus on stewardship, we&rsquo;re going to continue to see growing economic pressure on tourism boards - making it more important than ever for DMOs to really be able to prove their impact. Doing so is going to require a more sophisticated approach than what we&rsquo;ve been doing in the past, which is why we expect that the iROAS metric is going to become one of the most important and sought-after KPIs moving forward.

With iROAS, help your DMO showcase its value, optimize strategies, and thrive in an era of economic challenges and heightened accountability.

iROAS: The Metric that Matters for DMOs

You’ve heard of ROAS, but the metric that everyone’s talking about is iROAS. Let’s make sure that you’re one of them.

IROAS: The Metric that Matters

We won&rsquo;t try to deny it: We talk about attribution a lot. But in our defense, it&rsquo;s a really big deal in our world. Attribution is an all-star in the realms of KPI measurement and reporting &ndash; so it&rsquo;s no wonder why we&rsquo;re such big fans. Let&rsquo;s talk about the essentials &ndash; the what, who, where and why &ndash; of attribution&hellip; and when we&rsquo;re done, you may find yourself just as excited about it as we are.

What is attribution?
Big picture: Attribution is a reporting strategy that gives digital marketers invaluable insights into the specific digital strategies that are converting for your organization by linking media efforts to digital or in-market conversions. It allows you to measure** the performance of your digital marketing channels and even see which of your different digital channels are performing best.
Who should do it?
You! But more specifically: Attribution is for any DMO that wants to show the impact of their work by being able to measure and report on the visitation to their destination that has occurred as a result of their digital advertising efforts.
Where can it be utilized?
Datafy can run attribution in conjunction with our own advertising program &ndash; but we know that you may have a diversified digital campaign across multiple vendors / channels. Are you working with media channels like Connected TV, digital streaming audio, sponsored content, or native ads? No problem &ndash; we can place a Datafy pixel on your digital media. We&rsquo;re talking everything from your own website, to external digital media placements.&nbsp;
Why is it important?
Remember when we said that attribution allows you to analyze the performance of your digital marketing? Think about what this means for a DMO: We can measure and report on visitation to your destination from those that have been exposed to your advertising. This gives DMOs the opportunity to present a defendable ROI for their marketing efforts. Insights from attribution can also be used to help inform strategy, build trust with stakeholders, secure long-term funding, and gain advantage over competitors.

Now that you know the ins and outs of attribution, let&rsquo;s not forget about the all-important how. Luckily, this is an easy one. Just connect with your Datafy CX representative. Together, you can discuss your goals and current strategies and come up with a plan for target impressions, length of campaigns, top vendors/tactics, and anything else you need to get started.&nbsp;

&nbsp;**What kind of measurements are we talking about? When attribution is part of your digital strategy with Datafy, you can also expect visitor insights from ad-aware, in-destination visitors, an impact calculator to show return on ad spend, incremental lift analysis on paid media, and visitor attribution metrics broken down by vendor, campaign and tactic.

Discover why attribution is the secret sauce of digital marketing, who should be paying attention, where it fits into your strategy, and why you'll be just as excited about it as we are.

Attribution 101: Understanding the who, what and why behind attribution

Discover why attribution is the secret sauce of digital marketing, who should be paying attention, where it fits into your strategy, and why you should be just as excited about it as we are.

In 2023, advertisers acknowledged that CTV is no longer an emerging tactic. In 2024, we expect brands to stop asking &ldquo;should I invest in CTV?&rdquo; and start asking &ldquo;how should I invest in CTV?&rdquo;&nbsp;
Investment in CTV is growing every year, and we can expect it to keep growing as advertisers continue to link CTV campaigns to real business goals and successes. And it&rsquo;s not just for Coke and Doritos anymore&hellip; Creative new programmatic advertising programs offer accessible advertising budgets that make it possible for tourism organizations to dabble in this exciting advertising medium, while our next-level attribution abilities make reporting back on your CTV efforts more meaningful and defensible than ever.&nbsp;
Given its strong results, rapid growth and relevance to the tourism industry, Datafy believes that CTV is one of the topic tactics that our clients need to be considering for their 2024 media mix. And here are a few things about CTV to keep in mind as you and your team are building out your plan:&nbsp;
<ol>
<li>
CTV is not as expensive as it seems. While CPMs can cause sticker shock when you compare to other digital tactics or even traditional TV, more refined targeting capabilities paired with frequency capping can allow a greater penetration of your core audience segments, and even generate a lower cost per aware household when compared to other tactics.
</li>
<li>
CTV&rsquo;s impressions are good. And we mean really good. CTV offers higher levels of attention, ad recall, and co-viewing than other tactics. (Yes, including traditional TV). What does that mean? Your lower cost-per-aware-household can still lead to higher destination recall and even more aware people who are engaged with the streaming content - and receptive to the short ad breaks.&nbsp;
</li>
<li>
CTV is highly-measurable - and partnering with Datafy takes it to the next level: Datafy provides real-time data insights and full-circle visitor attribution reporting, which can include: video completion rates, cross-device digital conversations, and even in-market footfall attribution.&nbsp;
</li>
</ol>
Interested in learning more about CTV and how it can be leveraged to reach your business goals? Reach out to <a href="https://www.datafyhq.com/contact" title="our team" rel="follow">our team </a>today and get started.&nbsp;

&nbsp;

What exactly is Connected TV (CTV) and why does it matter for your digital advertising and marketing strategies? Datafy explains.

Three Things to Know about Connected TV Advertising

The what, how and why of Connected TV (CTV).  Datafy discusses what exactly  CTV is and why it matters for your advertising strategies and that bottom line.

Three Things to Know about CTV

Let&rsquo;s skip right past the obvious &ndash; the&nbsp;time saved and the ease of use &ndash; and get into the nitty gritty of these five benefits to having your data and advertising programs linked.

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Full-Circle Advertising: Datafy&rsquo;s full-circle advertising capabilities help close the loop between your marketing efforts and their verifiable ROAS. First, our extensive geolocation data sets are used to identify the audiences with the highest likelihood of converting on your visitation goals. Then, this target audience is exposed to your advertising and Datafy gets to work observing if and when those who were served the campaign&rsquo;s creative arrived in-market. Detailed attribution reporting is provided at the end of the campaign to demonstrate the advertising&rsquo;s real economic impact on the destination, but that&rsquo;s not where the cycle ends &ndash; insights into what worked and what didn&rsquo;t work goes right back into building strategy and audiences for the next one.
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Measuring Incrementality: We know how important it is to be able to prove incremental lift &ndash; but how can you have a clear understanding of the trips that were influenced by your marketing without having an undeniably comparable control group?&nbsp; Datafy&rsquo;s large sample size of data means that we can reserve a segment of devices that meet your targeting requirements as a control group in order to measure visitation without campaign exposure. By leveraging Datafy&rsquo;s data capabilities to identify and track the group who visited in-market but were not exposed to the campaign&rsquo;s advertising, and then comparing it to the rate of ad-exposed people that are visiting, we can identify incremental lift and provide a full picture of campaign effectiveness. This also allows a defensible, uninflated lift calculation based on a specific segment of visitors (for example, only focused on markets and demographics).
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Strong data fuels strong advertising: Access to back-end data enables Datafy to pull targeted custom, hyper-specific segment audiences with the highest likelihood of converting. The linking of data and advertising programs then allows for Datafy to seamlessly deliver the advertising campaign to this group, and track whether or not those within the target audience show up in-market. Then, Datafy dashboard&rsquo;s live feed allows us to make changes to campaign strategy on-the-fly as needed. (For example: If we notice that the target group from one market isn&rsquo;t booking room nights, should we shift the market focus or update the messaging?)
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A verifiable ROI: Datafy&rsquo;s unique bundling of data and advertising enables our clients to report on raw data with a verifiable, defendable ROI attached to their marketing efforts. Rather than making assumptions based on digital behavior, Datafy reports on what people physically do. The results? Think along the lines of presenting a campaign recap that shows the minimum, physical number of hotel room nights booked as a result of your campaign, or a total number of day visitors that came from mobile devices exposed to your campaign.&nbsp;
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Big players in other industries are already doing it: While the bundling of data and advertising is relatively new in the tourism industry, it&rsquo;s already standard practice across-the-board in other industries. With the introduction of the Datafy tech stack, DMOs are now empowered to enjoy the efficiency and effectiveness of data-driven programmatic advertising that the rest of the ad tech world has already been harnessing for years. (Not to mention: doing so will allow DMOs to keep up with the cookie-free future, when new privacy laws will require organizations to find alternate ways to observe user behavior and generate and reach qualified audiences.) &nbsp;&nbsp;&nbsp;
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</ul>

What about the data? It goes without saying that none of the above matters unless the data in question is high-quality, large in sample size, and collected and cleaned ethically and with integrity. You can rest assured that Datafy only works with the most robust, high-quality and privacy-compliant-data available - but it&rsquo;s what we do with the data once we&rsquo;ve received it that really sets us apart. All Datafy data is sourced, cleaned, stored, and modeled in house, ensuring that we have the cleanest, most normalized big data sets in the industry. Then, that data is optimized for the travel and tourism industry.
Our ability to layer multiple big data sources (like geolocation, spending, vehicle, lodging, and other owned data sets) into our platform is icing on the cake, because integrating additional data streams beyond your go-to geolocation data means that you can rely on results with more confidence.&nbsp;

Dive into the five overlooked benefits of DMOs linking their geolocation, spending, and demographics data to their advertising programs.

Datafy's 5 reasons to link data & advertising programs

Data and advertising go hand in hand. With both in one place you have the ability to unlock verifiable ROI, precise audience targeting, and strategic insights for future campaigns. Read on to see why we believe having both is essential – or at least an advantage.

5 reasons DMOs need their data and advertising programs linked

When it comes to tourism, we know that more is not always better &ndash; and that a destination&rsquo;s locals, stakeholders, and community leaders and organizations can become sensitive and frustrated if they begin to feel that their community is experiencing a case of over-tourism. DMOs in this situation may feel the pressure to explain and defend their marketing strategies in an effort to protect their funding &ndash; and luckily, Datafy&rsquo;s tech capabilities make us uniquely equipped to address the very specific needs of heavily-trafficked destinations. Read on for a few use cases to help support your messaging if you find yourself in similar situation.

Use Case: Audience Analysis
Using geolocation data to conduct an audience analysis can help DMOs understand who their visitors are, when they are coming, and where they are coming from. Observing and measuring visitation over time not only helps determine visitation levels and trends, but it can also identify situations where you may need to take proactive action in communicating to locals and stakeholders in your community.
Case in point: Imagine that a community is upset after a busy holiday weekend leaves its beaches covered in litter, and quickly points the finger at tourists. What if you could run the geolocation data and discover that the majority of visitors to the beaches were actually from within 15 miles away? At this point, a DMO can prove that the pollution came from locals and highlight that their marketing efforts only target visitors coming from further distances due to the higher economic value that they bring to the destination.

Use Case: Drive Visitation Beyond Your Destination's Hot Spots
Geolocation data can give you insights into your destination&rsquo;s most frequented attractions; then full-circle advertising gives you the capabilities to target those already in-market and encourage them to get off the beaten path.
What can this look like? Imagine you discover that 99% of visitors spend time in your top attraction while in-market. This can lead to overcrowding, a less-than-ideal visitor experience, and an under-utilization of your destination&rsquo;s other attractions. With an understanding of the data, the DMO can begin targeting visitors in-market and encouraging them to visit other areas within the destination &ndash; enriching the visitor experience, dispersing traffic and reducing crowding from your go-to spots.

Use Case: Identify and reach 'ideal travelers' and higher-yield visitors
Marketing for heavily-trafficked destinations is never about bringing more people in &ndash; it&rsquo;s about bringing the right people in. You really only want the visitors that are going to bring the highest possible value to your destination, right? Doing so means that you have to be very specific about the people you want to reach.
What can this look like? Datafy enables you to be really, really clear about the people that you want to reach. This can mean using past visitor engagement to reach people that have already stayed in your destination. (Data shows that repeat visitors spend more than first timers.) It can also look like geo-conquesting to serve ads to people that have stayed with your competitive set, or targeting look-a-likes audiences, where behavioral targeting allows you to create and reach audiences that look like your destination&rsquo;s highest-value visitors.
And what does this not look like? Maybe you&rsquo;ve identified that people coming in-market from within 50 miles away bring little-to-no economic benefit to your destination. They don&rsquo;t stay in hotels, they&rsquo;re rarely eating in the restaurants, and spend little time shopping. So let&rsquo;s make sure that no proactive marketing efforts are going out to this group.
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Use Case: Encourage off-peak season visitation
Did your audience analysis reveal strong seasonality with a clear peak season within your destination? Imagine you&rsquo;ve discovered that 70% of your year-round visitation occurs during the summer months. With a clear understanding of your seasonality needs, you can create messaging around your winter programming and activities and target an audience of snowbirds that have shown interest in winter travel.&nbsp;
To play devil&rsquo;s advocate &ndash; some may comment: We already know that summer is our busiest time. Why do we need data to tell us what we already know? That may be the case, but have you dug deeper into your summer visitation? Is visitation consistent throughout the week, or is it mainly Thursday &ndash; Sunday? If so, what can you be doing to encourage those visiting over the weekend to extend further into the weekdays?
A shift in visitation patterns can have a huge impact on a local community. For example, it can open the door for steady employment opportunities that don&rsquo;t rely on peak periods.

Embracing data insights isn't just about optimizing tourism; it's about creating a more harmonious and rewarding experience for both visitors and locals. By tapping into the wealth of information offered by geolocation, spending and demographics data, DMOs can tailor their approach to&nbsp;alleviate overcrowding, attract valuable visitors, and even out visitation throughout the year, allowing DMOs to pave the way for a tourism landscape that thrives sustainably while enriching the lives of those within its community.

If a destination has more than enough visitors is there really a need for a DMO?  Four use cases from Datafy as to why the answer is YES

Four tech-savvy marketing strategies for DMOs

Some might ask: If a destination already has more than enough visitors, is there really a need for a DMO? Or for destination marketing in general? The answer to these questions is an emphatic YES. Read on as we dive into use cases on how DMOs in heavily touristed destinations can embrace tech-savvy marketing strategies to reach their goals.

A Use Case for Tech-Savvy Marketing in Heavily-Touristed Destinations

These days, destination marketing organizations (DMOs) are increasingly recognizing the need for data insights to gain a deeper understanding of their visitors and for strategic decision making. But as companies like Apple and Google continue to make changes in their respective app store policies that impact data collection and sharing, there are steps that DMOs should be taking to ensure that they&rsquo;re focusing on best case uses for their geolocation data, while still remaining aware of its limitations.&nbsp;
The Value:&nbsp;
<ul>
<li>Understanding Visitor Behavior: Geolocation data gives DMOs insights into visitor behaviors like: Where are your tourists coming from? What areas are they visiting while in-market? And how long are they staying for? Having an understanding of these behaviors and patterns gives DMOs the opportunities to identify the demographics and markets that are most likely to convert - not to mention, it can clue you into important insights like which regions, hot spots and attractions are bringing in the most visitors.&nbsp;</li>
<li>Audience Analysis: Geolocation data also provides DMOs valuable insights into the origin of their visitors. By understanding where people are coming from and the percentage share from each origin market, DMOs can identify key audiences and trends - and then tailor their advertising strategies accordingly. Imagine geolocation data revealing the emergence of a strong new feeder market that had not previously been targeted with proactive marketing before. Datafy&rsquo;s capabilities make it easy to quickly identify and then begin targeting this new market to capture a group with a high likelihood of conversion that had previously been flying under the radar, resulting in a much more efficient allocation of resources.&nbsp; </li>
<li>Optimizing Visitor Experiences: Geolocation data gives DMOs actionable insights into crowd density and movement within a destination, enabling organizations to anticipate peak times and manage visitor flow more effectively. So if a destination knows that its downtown area receives higher-than-normal footfall during weekends in summer, they can use this information to push their off-the-beaten-path attractions and work to draw the crowds away from their most heavily-trafficked areas at their busiest times.&nbsp; </li>
<li>Strategic Decision-Making: The ability to analyze visitor data over time enables DMOs to identify emerging trends and changing preferences, and then quickly adapt their marketing strategies and product offerings accordingly. For instance, geolocation data can reveal which origin markets produce more hotel visitors vs. day trippers - and DMOs can take this information to strategically craft messaging that will market to these different groups most effectively.&nbsp; </li>
<li>Personalization and Customization: Geolocation data allows DMOs to deliver hyper-personalized marketing campaigns with targeted messages, recommendations and offers based on a visitor&rsquo;s location and past behavior. Looking to drive visitation during your destination's big wellness event or food festival? Target yoga aficionados or foodies that live 50+ miles away. Our research shows that tailoring marketing efforts to individual preferences creates a more engaging experience, fosters loyalty to the brand, and increases a consumer&rsquo;s likelihood of visiting the destination. </li>
<li>Tracking Marketing Campaign Effectiveness: Geolocation data can also help DMOs measure the success of their marketing campaigns and better report to their stakeholders with verifiable impacts of their marketing efforts. Was there a trackable increase in visitation after the launch of a marketing campaign? Analyzing this over time gives DMOs the ability to report back with provable results tied to their marketing campaigns.&nbsp; </li>
<li>Supporting Data Sources: As we like to say: the more data sources, the better. Diversifying your data sources means expanding your sample size, which always leads to more confidence in your results. Geolocation data can be supported by other data sources (such as vehicle, credit card, lodging and ticketing data) to provide a more comprehensive understanding of visitor patterns.&nbsp;</li>
</ul>
Limitations of Geolocation Data:
<ul>
<li>Sample Size and Representativeness: To put it simply: Geolocation data&rsquo;s reliability depends on having a sufficient sample size. While there is no standard sample size, there is a general threshold that needs to be met for the data to be considered reliable and valid. Depending on the footprint of various points of interest, some sample sizes may not be large enough to be suitable for all types of analysis.&nbsp; </li>
<li>Estimates vs. Direct Data: Geolocation data provides valuable estimates, but it should not be considered as a full replacement for ticketing data or property-reported point of sale/demand reports. It is not a people counter; its primary value lies in providing insights into audience composition and behavior. </li>
<li>Privacy Considerations: As with any data collection, ensuring privacy and compliance with relevant regulations is crucial with geolocation data. Geolocation data always needs to be handled carefully, with appropriate measures in place to protect individual privacy. All Datafy data is 100% opt-in certified and in full privacy compliance - a company-wide decision made in order to ensure that our analysis consists of the cleanest data and highest-standard of data policies. *It&rsquo;s also important to note that we enforce limitations to the types of POIs that data can be pulled for, as Datafy will not geofence places that could potentially be used to identify or isolate people based on race, religion, medical status, or other highly-personal or potentially sensitive identifiers.&nbsp;</li>
</ul>
Geolocation data remains a powerful tool for DMOs - but it&rsquo;s important to stay mindful that there are limitations to its use. In spite of these limitations and challenges, the responsible utilization of geolocation data is an incredible asset for DMOs that can make significant contributions to informed decision making and ultimately successful marketing efforts.&nbsp;

There is value and limitations to everything, big data is no different. Understand how travel and tourism can best benefit from geolocation data

Reliability of Geolocation Data from Datafy for DMOs

Geolocation data remains a powerful tool for DMOs - but it’s important to stay mindful that there are limitations to its use. In spite of these limitations and challenges, the responsible utilization of geolocation data is an incredible asset for DMOs that can make significant contributions to informed decision making and ultimately successful marketing efforts.

The Reliability and Value of Geolocation for DMOs

The times are a&rsquo;changing, and destination marketing organizations (DMOs) are increasingly recognizing the need for data-driven decision-making and the advanced technologies required to gain a deeper understanding of their visitors. Geolocation data has emerged as one of the most useful tools for DMOs to learn more about their visitors and their behaviors, preferences, and patterns. Interested in learning more about what makes this such a strong resource for destination marketers and how it empowers DMOs to make strategic decisions to drive tourism and economic growth? Let us break it down for you:&nbsp;&nbsp;
<ul>
<li>Understanding Visitor Behavior: Geolocation data gives DMOs insights into visitor behavior such as: Where do their tourists come from? What areas are they visiting while in-market? How long are they staying for? Analyzing these behaviors and patterns allow DMOs to identify the different demographics and markets with the highest likelihood of converting - Not to mention, great insights into which regions, activities and points of interest bring in the most visitors. This understanding will help identify the high-value regions and audiences to focus efforts towards, ultimately leading to a more efficient allocation of resources.&nbsp;</li>
<li>Personalization and Customization: Another advantage of geolocation data? It allows DMOs to deliver hyper-personalized marketing campaigns with targeted messages, recommendations and offers based on a visitor&rsquo;s location and past behavior. Looking to drive visitation during your destination's big wellness event or food festival? Target yoga aficionados or foodies that live 50+ miles away. Our research consistently shows that the tailoring of marketing efforts to individual preferences creates a more engaging experience, fosters loyalty to the brand, and increases a consumer&rsquo;s likelihood of visiting the destination.</li>
<li>Optimizing Visitor Experiences: Geolocation data gives DMOs real-time insights into crowd density and movement within a destination, enabling organizations to anticipate peak times and manage visitor flow more effectively. For some destinations it could be limiting visitation to national parks that have seen an increase in traffic and people, for others it could be looking for ways to highlight the less traveled areas within their destination.&nbsp;</li>
<li>Strategic Decision-Making: The ability to analyze visitor data over time enables DMOs to identify emerging trends and changing preferences, and then quickly adapt their marketing strategies and product offerings accordingly. What might this look like? Imagine geolocation data revealing the emergence of a strong new feeder market that had not previously been targeted with proactive marketing before. Datafy&rsquo;s capabilities make it easy to quickly identify and then begin targeting this new market to capture a group with a high likelihood of conversion that had previously been flying under the radar.&nbsp;</li>
<li>Tracking Marketing Campaign Effectiveness: Geolocation data can also help DMOs measure the success of their marketing campaigns and give DMOs the ability to report to their stakeholders with verifiable impacts of their marketing efforts. For example, DMOs can use the data to compare visitation before and after a campaign to determine if the campaign led to a verifiable increase. Then, tracking this over time means that DMOs can assess and identify which initiatives resonate best with their target audiences.&nbsp;</li>
</ul>
Geolocation data enables DMOs to better understand visitor behavior, optimize the visitor experience, and to make more strategic decisions about the resource allocation that will best drive tourism growth - all essential elements for DMOs to remain competitive and achieve their destination&rsquo;s full potential.&nbsp;
Interested in learning about how your destination can leverage geolocation data to help shape your marketing strategies? Reach out to <a href="mailto:christine@datafyhq.com">Datafy</a> today.&nbsp;&nbsp;

Geolocation data has emerged as one of the most useful tools for DMOs to learn more about visitor behaviors, preferences and patterns.

Datafy's 5 Marketing Strategies Using Geolocation Data

Organizations are acknowledging the imperative shift towards data-driven strategies and advanced technologies. Among these tools, geolocation data stands out as a pivotal resource, enabling destination marketing organizations to unravel valuable insights into visitor behaviors. Read on as we dive deeper into what makes geolocation data a potent tool for destination marketers.

The Impact of Geolocation Data on Tourism Strategies

This year, when we started considering additional ways to support and expand our dedication to client service, it became clear that there was a lot of excitement within the team around sharing our knowledge to educate about the technology within our industry. Today, I&rsquo;m excited to announce the launch of a new, knowledge-based blog series called The Datafy Download, where we will talk all things data science, AI, digital advertising, ROI and measurement, along with sharing compelling and insightful client success stories.&nbsp;
As you are well aware, we&rsquo;re data nerds - but we&rsquo;re not stuffy about it. So while this is meant to be educational, it&rsquo;s always going to be approachable and human - we&rsquo;re here to make it make sense. The world of big data and advertising is changing fast and can be overwhelming, but you can rest assured that your Datafy team, made up of industry-leading experts that truly care about your success, will be here to guide you every step of the way.&nbsp;
There are so many exciting things happening in the space at the moment. What are a few of them that I&rsquo;m most looking forward to? Right now I&rsquo;m thinking about:&nbsp;
<ul>
<li>
New emerging data sources&nbsp;
</li>
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The future of AI in daily work, insights, creatives, reporting
</li>
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Real-time digital advertising and advanced measurement metrics
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Streaming advertising on CTV and Linear TV 
</li>
</ul>
As always, thank you for putting your trust in us like you have over the last four years and bringing us to where we are today. We come to work everyday for you, and will continue striving to deliver the most innovative solutions to make your life and your work a little bit easier. I hope that The Datafy Download will give the outside world a little bit of insight not only into what&rsquo;s happening in the industry, but also into the incredibly dedicated, forward-thinking, technology-savvy and fun-loving team that I have the pleasure of working with and guiding every day.&nbsp;

Warmest regards,
Candie Perkins
CEO

What keeps us up at night? New emerging data sources, the future of AI in daily work, data insights, creatives and more. The Datafy Download.

Letter from Datafy CEO, Candie Perkins

Today, I’m excited to announce the launch of a new, knowledge-based blog series called The Datafy Download, where we will talk all things data science, AI, digital advertising, ROI and measurement, along with sharing compelling and insightful client success stories.

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Geolocation Data 101: Understanding your geolocation data

Written By - Nika Jalali

March 2024

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