Accurately identifying online users' locations plays a critical role in analytics for city and state digital campaigns.
ATLANTA – Digital Element, the leading provider of IP Intelligence and geolocation solutions, announced that Arrivalist, a marketing services company whose patent-pending technology measures the ROI of destination marketers’ advertising, has selected its NetAcuity technology to help discern consumer location in order to measure the effectiveness of city and state tourism boards’ advertising campaigns.
Arrivalist’s technology anonymously measures change in the locations of network-enabled devices after a sequence of media exposures to tell marketers which messages are influencing travelers, and how many of these travelers are on the move. Major tourism boards from places as large and diverse as Florida’s Palm Beaches and Kansas, and cities that depend on tourism as much as Galveston, New Orleans and Atlantic City, have been working with Arrivalist to learn how effective their spend is and to be able to make campaign changes on the fly.
Arrivalist will integrate Digital Element’s NetAcuity Edge – a real-time hyperlocal geolocation technology that identifies online users’ locations down to a ZIP or post code level worldwide – into its Location Change Attribution Analytics tool. This way, if a user is in Louisiana but his or her IP address says Kansas, then Arrivalist will be able to automatically discern this difference which would prove important if, for example, Arrivalist is measuring the effectiveness of an advertising campaign by the City of New Orleans Tourism Bureau. Additionally, the company will employ Digital Element’s mobile carrier, proxy and domain databases to gain further insights about online consumers beyond location.
“We’re pleased to add one of the leading industry providers of IP geolocation technology to the location signals that help us determine where consumers are,” said Cree Lawson, Arrivalist’s founder and CEO. “After testing many other providers in this space, we found that Digital Element’s NetAcuity Edge technology has the best match rate and the most reliable, granular data for real-time IP address lookup.”
State and local governments have a vested interest in luring travelers to their areas. According to a November 2014 U.S. Travel Association report, travel and tourism is a cash-generating machine for state and local governments. In 2013, travel generated $134 billion in tax revenue to government at all levels and $61 billion to state and local governments – enough to pay the wages of every firefighter and police officer in the country.
“When compared to traditional consumer travel sites, tourism boards don’t have the same means to measure the effectiveness of advertising campaigns, which many times equates to some form of online booking,” said Rob Friedman, executive vice president, Digital Element. “Arrivalist’s analytics and marketing tools give tourism boards an immediate way to examine local campaigns and determine ROI. The more strategic and efficient their travel promotions are, the more these local communities will reap in terms of economic benefits.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
