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MEASURING THE WAY MEDIA MOVES US
Oklahoma Conference on TourismAn Introduction to Arrivalist Data
What does Arrivalist do?
Smartphone MovementFrom 120 Million devices
• Always On• With historical data
Visitation(where devices go)
In-Market Behavior(how they move in destination)
Reveals…
Reveals Customer Journeys
Smartphone MovementFrom 120 Million devices
• Visitation Patterns• Marketing Impact• Competitive Intelligence
InteractiveAnalytics
Reveals Customer Journeys
Smartphone MovementFrom 120 Million devices
BermudaBrandUSACanadaChileHiroshimaAlbuquerque, NM, USACalifornia, USALos Angeles, CASonoma County, CAFlorida, USACharlotte County, FLKissimmee, FL, USADaytona Beach, FL, USA (Volusia)Amelia Island, FLFort Lauderdale, FL, USANaples, FL, USAUniversal Studios, Orlando, FL, USAOrlando, FL, USASpace Florida, FL, USA (Brevard County)Sarasota, FL, USAPensacola, FL, USAPalm Beaches, FLNew Smyrna Beach, FLDelaware, USAColorado, USADenver, CO, USAEstes Park, CO, USA (Co-Op)Boulder, COBreckenridge, CO, USATexas, USAFort Worth, TX, USAGalveston, TX, USASan Marcos, TX, USACedar Park, TXDallas, TX
Fredericksburg, TXSouth Padre Island, TX, USANew Braunfels, TX, USASan Antonio, TX, USAHouston, TX, USAAustin, TX, USAGolden Isles, GAGulf Shores, AL, USAHoward County, MD, USAIdaho, USAKansas, USAKansas City, KS, USA (Co-op)Hutchinson, KS, USA (Co-op)Lawrence, KS (Co-op)Salina, KS, USA (Co-op)Dodge City, KS (Co-op)Topeka, KS, USA- now compKentucky, USALexington,KY, USALouisville, KYLouisiana, USALake Charles, LANew Orleans, LA, USAMemphis, TN, USASevierville, TN, USAMinnesota, USAMontana, USANevada, USANorth Carolina, USAOuter Banks, NC, USA (Co-Op)Randolph County, NC, USA (Co-Op)Franklin, NC, USA (Co-op)Wilmington, NC, USA
Asheville, NC, USACurrituck, NC, USACabarrus County, NC, USA (Co-Op)Elizabeth City, NC North Dakota, USAOklahoma, USAOklahoma City, OK, USAChickasaw Nation, OK, USAOregon, USAPortland, OR, USACentral Oregon, OR, USAOttawa, ON, CANPennsylvaniaPoconos, PA, USAPhoenix, AZRaleigh (Co-Op)VirginiaRichmond, VA, USA (co-op)Williamsburg, VA (Co-Op)Newport News, VANorfolk, VA, USA (Co-Op)Loudoun County, VA (Co-Op)Virginia BeachFairfax County, VA (Co-op)Alexandria (Co-Op)Savannah, GA, USATybee Island, GA, USASLO CALSouth Dakota, USAUtahPark City, UT, USAVermont, USAWest Virginia, USANew River Gorge, WV (Co-Op)Southern West Virginia (Co-Op)Bellingham/Whatcom County, WA
Wisconsin, USAWisconsin Dells, WI, USAChicago, ILCincinnati, OHButler County, OHColombiaGreat Lakes Bay, MILong Island, NY
MassachusettsMohegan Sun, Uncasville, CT, USAOcean City, MDSouth Carolina, USAMyrtle Beach, SC, USASt. KittsThe Bahamas
The Largest Location Company In Travel
39States
93Cities
10Major
Attractions
6Years
Measuring Smartphone Movement to and within Oklahoma
Measuring Smartphone Movement to and within Oklahoma
Measuring Smartphone Movement to and within Oklahoma
Capturing trips where Oklahoma is the primary destination
Capturing trips where Oklahoma is the primary destination
Capturing trips where Oklahoma is the primary destination
And also observing those where Oklahoma is secondary
Calendar 2018 Oklahoma VisitationWhat can we learn from the data?
What stakeholders can learn from Arrivalist data:
Stay by Length+ Non-Hotel Stays
Origin Markets + Seasonality
Change over Time+ Repeat Visitation
Behavior While In Destination
Oklahoma Visitation Profile, 2018Top City Destinations (Overnight)
Total Observed Trips in Panel
1.2 Million
Day Trips Avg. Length of StayOvernight Trips
46.7% 53.3% 1 Day, 2 Hours
Interstate TripsIntrastate Trips
1 Day, 10 Hours Avg LoS
19 Hours Avg LoS
Primary Destination % of Trips
Oklahoma City 20.8%
Tulsa 10.9%
Thackerville 4.2%
Norman 3.4%
Edmond 2.7%
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
0.8%
0.9%
1/1/18 2/1/18 3/1/18 4/1/18 5/1/18 6/1/18 7/1/18 8/1/18 9/1/18 10/1/18 11/1/18 12/1/18
2018 Daily Arrivals
Oklahoma Visitation Data: 1.2M+ Panel Arrivals in 2018
Jan – Dec 2018
Total Sample Size:1.24MM+ Arrivals
Total Overnight Sample:659,126 Overnight Arrivals
Total Out of State Sample:560,619 Interstate Arrivals
Labor Day Holidays
Thanksgiving Holidays
Memorial Day Holidays
Dates: 01/01/2018 – 12/31/2018.
Red River Shootout
Top 10 Origin States (Excluding Oklahoma)
State Share of OOS Trips Avg LoS
Texas 54.8% 1 Days 5 Hours
Kansas 11.9% 1 Days 5 Hours
Arkansas 9.5% 1 Days 2 Hours
Missouri 6.5% 1 Days 7 Hours
Louisiana 1.2% 2 Days 7 Hours
Colorado 1.2% 2 Days 17 Hours
California 1.1% 2 Days 23 Hours
Illinois 1.1% 2 Days 3 Hours
Florida 1.0% 2 Days 23 Hours
Tennessee 0.9% 2 Days 2 Hours
Date Range: Jan 1, 2018 –Dec 31, 2018Dates: 01/01/2018 – 12/31/2018
California and Colorado Visitation
Date Range: Jan 1, 2018 –Dec 31, 2018Dates: 01/01/2018 – 12/31/2018
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1/1/18
2/1/18
3/1/18
4/1/18
5/1/18
6/1/18
7/1/18
8/1/18
9/1/18
10/1/18
11/1/18
12/1/18
Share of Arrivals32.3%
16.5%
10.3%5.7%
2.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Oklahoma City Tulsa Edmond Norman Lawton
Share of Trips
24.8%
15.4%
5.0% 4.1% 3.1%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Oklahoma City Tulsa Edmond Norman Broken Arrow
Share of Trips
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
1/1/18
2/1/18
3/1/18
4/1/18
5/1/18
6/1/18
7/1/18
8/1/18
9/1/18
10/1/18
11/1/18
12/1/18
Share of Arrivals
OU v. UCLA
Top 10 Origin DMAs (Out of State Only)
DMA Share of OOS Trips Avg LoS
Dallas, TX 32.6% 1 Days 9 Hours
Wichita, KS 7.9% 1 Days 11 Hours
Fort Smith, AR 6.3% 1 Days 4 Hours
Houston, TX 4.0% 2 Days 13 Hours
Amarillo, TX 3.9% 1 Days 18 Hours
Springfield, MO 3.1% 1 Days 8 Hours
Kansas City, MO 2.9% 1 Days 21 Hours
Wichita Falls, TX 2.4% 1 Days 5 Hours
Little Rock, AR 2.4% 1 Days 22 Hours
San Antonio, TX 2.2% 2 Days 14 Hours
Dates: 01/01/2018 – 12/31/2018
38.9% 40.8%50.2%
16.5%
37.3% 36.1%
17.0%
53.9%
25.4%33.3%
36.3% 32.0%
31.2%
31.9%
29.2%38.6%
34.0%
27.0%
34.3%
31.1%
24.8% 27.1%18.6%
51.6%
33.5%25.3%
48.9%
19.1%
40.3%35.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dallas Wichita Fort Smith Houston Amarillo Springfield Kansas City Wichita Falls Little Rock San Antonio
LoS CompositionTop 10 OOS DMAs
Day Trips 1 Night Trips 2+ Night Trips
Comparative Length of Stay Analysis By Origin DMA – when we look beyond averages, Little Rock and Kansas City become attractive
Use CasesFrom Myriad Tourism Related Industries
A Major City’s DMO
Optimizes media until it gets 3.28 more visits per $1 of
marketing spend
A Museum
Ad exposed users are 38.6% more likely to visit on Weds
An Amusement Park
Has 22.3% overlap between it’s location and a competitors
A Major Resort
Selects media partner who delivers 28.5% Repeat Visit Lift
Marketers are enhancing strategies based on location data insights
A Casino
Gains 8% Share of Visits when advertising
A Convention Hotel
Sees 35% variation in which events attract overnight guests
H
Marketers are enhancing strategies based on location data insights
Thank you.
Contact me: [email protected]