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The Performance Framework: Modeling Arrivals from Digital Marketing Metrics

Abstract
With each each passing year, the landscape of Destination Marketing becomes more and more complex. The role of Destination Marketing Organizations (DMOs) has expanded from simply marketing the destination, to now include solving complex destination management issues. DMOs are now under a higher level of scrutiny to prove their value, which means they need better ways to evaluate their marketing programs. Our team of engineers have embraced the concept of Big Data, and applied data science techniques to develop an industry-leading destination marketing performance framework. We have integrated every possible marketing KPI a DMO can measure into a holistic data warehouse that aggregates all of their KPIs at once. For the first time ever, DMOs can measure the value of marketing activities in near real-time, allowing them to strategically evaluate which marketing investments are driving the highest return.
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