September 21, 2016
Measuring Destination Website Influence on Purchase Behavior, and Online Marketing Investment Value
ADARA’s Site Impact enables Bloomington Convention & Visitors Bureau (CVB) to directly measure the influence of its website, identifying $315,000 in hotel revenue and 1,200 air and hotel bookings generated by website visitors during the months of May and June
ADARA’s Site Impact, a new analytics tool, allows destinations to connect website visitors with destination spend in the market, helping guide marketing strategies for destination marketing organization (DMO) and tourism board partners, and optimize results.
By using ADARA Site Impact, Bloomington gained unprecedented insight into its website effectiveness, visitors and potential travelers.
Key learnings included:
- Clear understanding of website value and drivers of higher booking rates
- Comprehensive view of the Bloomington visitor profile
- In-depth look into feeder markets with above-average Average Daily Rate (ADR)
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