Case Studies > Tourism > Auburn-Opelika
AuburnOpelika Tourism Scores Big with Data-Driven Insights
By analyzing 6.5 million mobile devices during college football season, AO Tourism unlocks powerful insights to engage visitors, boost local business, and shape future strategy.
Highlights
Game Day Surge fuels tourism boom
Auburn’s vibrant college football culture draws massive crowds, transforming the city’s identity and tourism landscape during the 90-day season. Sold-out games and lively tailgates significantly expand Auburn-Opelika’s reach and impact.
massive mobile data footprint uncovered
Over the football season, RMG identified 6.5 million mobile devices, ultimately matching 150,000 visitors to full identities and providing AO Tourism with actionable insights into visitor origins and behaviors.
Geo-Intellingence powers visitor insights
RMG deployed four strategic geoframes across Auburn and Opelika, using Bullseye technology to capture detailed visitor data, including demographics—enabling deeper understanding of both local and out-of-town participation.
driving engagement and revenue growth
With 65,000 verified visitor emails imported into the CRM, AO Tourism is now positioned for ongoing engagement. Rich demographic data is guiding strategies in lodging, dining, retail, and promotions to maximize revenue and occupancy.
about
Auburn-Opelika is known for its college life and impact of football on the city. Having Auburn University in the city brings many visitors that transform their tourism, culture, and identity.
Challenge
Auburn Opelika Tourism wanted to better understand the identity and quantity of the visitors of the city that bolsters their tourism during the 90 days of college football. With sold out football games and tailgates that expand the city, RMG wants to better understand the participation of locals and visitors at these events.
strategy
Over 90 days, RMG was able to identify 6.5 million mobile devices in the market and then allowed for the match of 784,000 individuals with their name, address, and demographics. After removing the duplicates, AO Tourism was able to import 65,000 known visitors with an email in to their CRM for ongoing engagement. RMG matched 150,000 total devices to a name and address.
solution
RMG built 4 geoframes around key locations that were within the towns of Auburn and Opelika to understand visitation around the area. These geoframes, through Bullseye, would provide information of these visitors and their demographics. These demographics would be critical information that will help the DMO create key insights.
results
The 150,000 identities tracked allowed AO Tourism to better understand where visitors were coming from, while also gathering all the critical information on visitors’ age, income, presence of children and more.This work equipped AO Tourism with the ability to create key insights on lodging, dining, retail, event and promotion partners, and meet expected occupancy to boost their revenues.
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