Visit Savannah will use Conversant’s Net Economic Impact (NEI) measurement solution to gain greater visibility into its top feeder markets, visitors’ spending behavior and the influence of its digital advertising in driving purchases. The insights will inform Visit Savannah’s future campaigns, enabling the organization to maximize their ad spend and ultimately increase traffic to the area.
“Visit Savannah has long been committed to tracking hotel and flight bookings generated by its campaigns but working with Conversant allows us to also see economic impact in dining, nightlife and transportation/tours,” said Joseph Marinelli, president of Visit Savannah. “This partnership has the potential to help us identify previously untapped opportunities and further maximize economic impact for our destination.”
As the largest business unit of the Savannah Area Chamber of Commerce, Visit Savannah represents more than 800 businesses across retail, local attractions, car rental companies, restaurants and more. Each year, the area welcomes more than 13.5 million visitors who are responsible for more than $2 billion in spend.
“Visit Savannah understands the importance of having a detailed perspective into how each person spends money at local businesses when they visit the Savannah area,” said John Ardis, senior vice president of CRM solutions at Conversant. “Our NEI measurement solution provides tourism boards with a unique level of precision and granularity that looks beyond just bookings, website interaction, and other traditional forms of measurement that provide loose estimates or averages, and instead gets to actual revenue numbers across the spectrum of how travelers spend their travel dollars. By doing so, Visit Savannah will be able to determine how to best utilize their digital marketing spend to deliver relevant messages to the area’s visitors.”
The NEI solution uses non-personally identifiable information to give tourism boards the ability to see revenue and transactions in 10 categories: Hotel, Entertainment and Recreation, Gas, Grocery, Dining and Nightlife, Health and Wellness, Retail, Transportation Services, Professional Services, and Other. NEI provides measurement on the total transactions in the defined area along with the total number of transactors, allowing a tourism board to calculate the average spend per transactor.
About Visit Savannah
Visit Savannah serves as the official destination marketing organization for the Savannah area tourism industry and is committed to driving economic prosperity in the greater Savannah community through increased overall visitation and related spending while continuing to build upon Savannah’s image as a world-class destination.
Conversant is a leader in interaction management, empowering brands to transform ordinary customer experiences into meaningful, human experiences. Our connected suite of personalized digital media products and services combines leading-edge identity management, data science expertise and privacy by design to create human connections that count, everywhere. We do this with truth, proof and transparency at our core. As part of Epsilon, Conversant employs more than 2,100 associates in 17 offices worldwide. For more information, visit www.conversantmedia.com or follow us on Twitter at @Conversant.
Epsilon® and Conversant® are trademarks of Epsilon Data Systems, LLC or its affiliated companies.
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