Title of Paper

The Performance Framework: Modeling Arrivals from Digital Marketing Metrics

Author Bios (50 Words)

Aaron Nissen works with our Digital Marketing team to create strategic marketing solutions for DMOs, encompassing SEO, social media, content creation, business intelligence, and more. Since joining Simpleview, Aaron has led our team of data scientists to develop economic models to bridge the gap between marketing results and tourism economics.

Erin Francis-Cummings, President & CEO of Destination Analysts, has spent the last decade studying travelers from across the globe and translating their evolving, complex, and fascinating behaviors and opinions into marketing insights for Destination Analysts’ 100+ clients. Erin has designed research strategy and facilitated consumer research for some of the world’s greatest destination brands, including Bermuda, California, the Fiji Islands, Napa Valley, Florida, San Francisco, Washington DC, Chicago and Los Angeles. In addition to conducting research from brand auditing, to user experience to ROI analysis, she also oversees the production of Destination Analysts’ The State of the American Traveler—the travel industry’s longest-running and most relied on tracking study of American leisure travel sentiment and behaviors—and The State of the International Traveler—an annual study of the travel behaviors and perceptions of international travelers in 13 top feeder markets to the United States. A professional lifetime ago, Erin was the Advertising Manager for Amtrak and a Marketing Manager at the San Francisco Travel.

Abstract (150 Words)

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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The Performance Framework: Modeling Arrivals from Digital Marketing Metrics

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.