Arrivalist is arming DMOs with data like they’ve never had before. At the core of its value proposition is the ability to track location data from 120 million mobile devices down to an accuracy of 30 feet.
With "real-time, always on, massively sampled" location data, the company can track where someone travels from and when they arrive. They know how much “dwell time” they spend there, where else they go in market and when they leave. And if a visitor returns at some later date, they know that, too!
As a speaker at the Simpleview Summit 2019, Arrivalist shared five examples how destinations are using data beyond attribution.
Advocating for destination development
Though tourism had become a major economic driver for Austin, some stakeholders resisted the idea of a bigger and better convention center.
Data analysis showed that stays of 4+ nights consistently spiked in conjunction with convention events and that more than 75 percent of conventioneers visited Austin's entertainment districts during their stay.
Visit Fort Worth
Adding value to a partnership program
Visit Fort Worth created the Advance Fort Worth program to help partners, historically through increased media exposure. Participants can now also subscribe to one of three tiers of data reports, from citywide visitation info to in-depth impact data relevant to individual partners.
In addition to helping partners directly, the resource has helped position Visit Fort Worth as the expert resource for a ‘data-first’ approach to marketing.
Understanding who turns out for Supercross
The City of Denver knew that Supercross events pack stadiums, but did they attract attendees from out of town?
Analysis at a spring event showed roughly half of attendees came from more than 50 miles away -- about 30 percent from out of state -- and spent an average of five hours in the area.
The data is helping sponsors, advertisers and city officials make better decisions about how to market and fund the events and clarifies their economic impact.
Better understanding visitation from out of state
Tennessee comprises a whopping 95 counties across 42,000+ square miles. The state's Department of Tourism wanted to better understand how visitors came to and navigated that expanse.
Through analysis of 219,000 visits from out-of-state, Arrivalist showed which counties attracted visitors and from where, patterns of visitation to multiple counties, how length of stay varied and how those numbers changed from season to season.
Minneapolis/St. Paul, Minnesota
Getting to the bottom of the Super Bowl Effect
Elected officials and everyday residents debate the tourism impact of hosting a mega-event. Data analysis of the 2018 Super Bowl in Minneapolis showed that 82 percent of attendees were non-locals. But did it drive visitors to the nearby Mall of America?
In fact, it did: Arrivalist found a 28 percent spike in out-of-town visitation to the Mall around the event and was able to show where in the country those visitors came from.
Beyond insights into EI, the larger study is helping marketers better understand what area visitors want to experience relative to where they're visiting from.