Our Work: State Tourism Office

Case Study

State Tourism Office

Many tourism entities recognize the value of the visitor and inquirer data they have acquired over years of advertising but are not sure how to leverage that data to improve ad effectiveness. RMG has constructed DataMarts for customers to better analyze, assess and implement marketing strategy rooted in measurement and campaign ROI.

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The Challenge

This state tourism office asking how to capture site visitor information, phone inquiries, walk-in and past campaign responders. In addition, they wanted to know how could they gain a more robust picture of these visitors and inquirers to understand their online and offline behaviors.

The Strategy

Using the past 36 months of visitor and inquirer data, RMG constructed a marketing DataMart to warehouse all marketing campaigns, current and past visitors and all purchased lists of prospects. The DataMart became a comprehensive source of tracking every offer, campaign and response across all channels.

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The Solution

In just 12 weeks, the client received a comprehensive data resource that was a fraction of the cost of a full-scale data warehouse. The DataMart included all past visitors, purchased prospect lists and appended demographics. The client is using these insights to better allocate budget by channel and present comprehensive reporting to senior management.