August 16, 2016

ADARA Builds a New Analytics Foundation Helping DMOs Measure Impact on Their Marketing Spends

ADARA Adds Key Executives, Expanding its Analytics Team to Meet Industry Demand – ADARA Impact Now Serves Dozens of Destination Marketing Organizations Across the Americas

MOUNTAIN VIEW, California, August 16, 2016 – Travel data platform ADARA has built out its Analytics team with the addition of key executives, appointing Matt Clement, Senior Manager of Analytics out of Ft. Worth, and Don Jones, Senior Manager of Analytics out of its New York office. ADARA Impact is a suite of integrated analytics products that combines the world’s largest set of first party travel data with destination marketing investments to help guide marketing strategies for DMO and tourism board partners.

ADARA Impact gives DMOs real-time marketing attribution against benchmarks such as hotel revenue and visitors numbers. It now serves dozens of DMOs across the Americas, including Destination Canada, Virginia Tourism, and Austin Convention and Visitor’s Bureau.

“We are very excited to announce Matt Clement and Don Jones have joined our team to support the growing demand for ADARA’s analytics capabilities,” said Ted Sullivan, Vice President, Resort & Destination Analytics. Sullivan concluded, “with tourism budgets constantly under scrutiny, DMOs and tourism boards need tools to determine which marketing investments are actually driving economic impact. ADARA Impact provides real-time insights that allow DMOs to see inside their campaigns, identify top performance as well as inefficiencies. The more deeply DMOs understand the data the more they can justify their marketing budgets by pointing to real revenue returns and economic development.”

ADARA Media Impact, the first ADARA Impact analytics product launched in early 2016, provides unprecedented insight into digital campaign effectiveness, visitors, and travelers, including:

  • Clear understanding of efficient media partners and sources with higher booking rates
  • Comprehensive view of visitor profiles and spending
  • Key feeder markets with hotel Average Daily Rates (ADR), number of travelers and length of stay

“This is a unique moment in the Destination Marketing industry and we are happy to be able to provide real-time data that helps measure outcomes and produce deeper insights,” said Scott Garner, President, Data & Analytics. “ADARA has invested in the people and the solutions to help destination marketers do their jobs better, and it has become a focal point of our Analytics business. We’re looking forward to continued growth together in the months ahead.”

Prior to joining ADARA, Matt Clement served as Marketing & Partnership Manager at the Forth Worth Convention and Visitors Bureau. Prior to that, he had close to ten years of experience in hotel and entertainment sales and marketing. Clement has a Bachelor of Science degree from Henderson State University.

Don Jones brings more than fifteen years of experience in digital sales and marketing, including roles at c -miles, Eventful, and Zeppo Marketing. He has a Bachelor of Science Degree from Skidmore College.


ADARA leverages global proprietary travel data to deliver increased business performance through its innovative platform, and exceptional team. ADARA’s Magellan platform transforms loyalty, search and booking data into actionable insight allowing companies to better understand, reach and engage customers. Magellan is fuelled by first-party data from 100+ global travel partners, including United, Delta, Hyatt, Marriott and Hertz. Founded in 2009, ADARA currently has 19 offices across the US, Europe, Middle East and Asia, including its headquarters in Mountain View, California.