The vendor is required to provide media attribution services for our destination marketing efforts promoting the state.
- Vendors with global coverage and experience to provide comprehensive media attribution and instrumentality analysis for tracking international visitors to the state, including both leisure and meetings, incentives, conferences and exhibitions travel segments.
- The vendor will be responsible for:
- Tracking and attributing international visitation: The vendor must track international visitation to the state based on media exposure, considering the challenges posed by the agency lack of direct sales.
- Tracking should extend beyond the first touch in the state to capture the visitor’s complete travel journey.
- Attribution Across Multiple Channels: Measure the effectiveness of digital advertising efforts across multiple channels (e.g., display, social, video, search, etc.) and across the entire marketing funnel, particularly in the context of upper-funnel efforts.
- Solving for instrumentality: Identify the unique impact of the agency efforts amidst other advertisers promoting travel to the state.
- The vendor should provide a clear methodology for solving for instrumentality and defining control groups, outlining how exposed and unexposed target audiences will be compared.
- Defining international travelers: Clearly define the criteria and elements used to identify international travelers for accurate attribution.
- Analyzing visitor behavior: Analyze visitor behavior to include at least:
•Length of stay.
•Areas visited within the state.
•Visitor travel patterns across different regions within the state.
- Providing insights on travel dispersal: Deliver insights on how visitors move throughout different regions of the state after arrival.
- Comprehensive reporting: Provide detailed reports on the impact of advertising on visitation, covering leisure and meetings, incentives, conferences, and exhibitions traveler segments, along with insights into visitor behavior.
- Reports should be broken down by market, channel, and other relevant criteria; Annual reports are required, while monthly and quarterly reports should be provided as regularly as the data remains meaningful.
- Programmatic access (e.g., via API) to the anonymized visitation data and reports is strongly preferred, where available.