© 2018 Conversant LLC. All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.

Visit Savannah

Conversant | October 2019

Presented by: Zeek Coleman & David Chastain

2

3 © 2018 Conversant, LLC. All rights reserved.

All names and logos are trademarks or registered trademarks of their respective owners.

• Do you have a holistic view of each visitor?

• Can you optimize messages to that individual across

all their devices through multiple channels?

• How are you measuring ROI

• How do you communicate the value of your DMO’s

role in the visitor journey?

Measurement doesn’t always tell the whole story

4 © 2018 Conversant, LLC. All rights reserved.

All names and logos are trademarks or registered trademarks of their respective owners.

Tablet

Personal

Mobile Phone

Verified Demographics

Home Desktop

Work Laptop

Video & TV

Consumption

Non-Cash

Purchases Made

Messages Served

Conversant & Epsilon Unparalleled On & Offline 20 Years of Innovation Consumer Data

200M+real people

178+chances to reach

each person daily

$3Tin observed non-cash

transactions annually

96%verified cross-

device accuracy

7000+profile dimensions

1T+real-time decisions

Websites Browsed

5 © 2019 Conversant LLC and Epsilon Data Management, LLC. Proprietary and confidential.

All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.

CASE STUDY

6 © 2018 Epsilon Data Management, LLC. All rights reserved.

All names and logos are trademarks or registered trademarks of their respective owners.

• Visit Savannah, a destination marketing

organization, wanted to acquire new visitors,

including hard to reach luxury travelers, and

accurately measure their spend in town.

• Their goal was to drive awareness through

cross-device video, display messaging and

unique creative messages.

• With tourism budgets getting tighter, it’s more

important than ever to understand the impact of

every marketing dollar spent.

Challenge

© 2018 Conversant, LLC. All rights reserved.

All names and logos are trademarks or registered trademarks of their respective owners.

7

Conversant Net Economic Impact

(NEI)

Solution

To achieve

Savannah’s goals we

used the Net

Economic Impact

(NEI) solution.

• To engage the right visitors, Conversant delivered unique,

digital messages to individuals that that fell into categories

like Luxury Travelers, Outdoor Enthusiasts and Health and

Wellness Enthusiasts, from selected feeder markets across

mobile and desktop.

• We used our NEI solution to show the financial impact that

each visitor has on Savannah, with in-depth reporting on

non-cash transactions across all major spend categories.

• Provides a full understanding of how many visitors

digital marketing influences and the top feeder

markets.

• Goes beyond analyzing hotel and airline bookings

alone.

• Shows total visitor spend across categories like Dining

& Nightlife, Gas & Grocery, Entertainment and more.

8 © 2019 Conversant LLC and Epsilon Data Management, LLC. Proprietary and confidential.

All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.

Results

• In total, 5.4 million individuals were

messaged, with 100,000 individuals visiting

the area during that time.

• By measuring the overall NEI using credit

and debit card transactions, they saw an

$133:1 return on ad spend (ROAS) with an

investment of $182K.

• For lodging alone, ROAS was $21:1;

double what they typically see. This ROAS

is especially meaningful for Visit Savannah

since they are funded by hotels.

Conversant helped Visit Savannah not only

reach new visitors, but also measure the

economic impact of those visitors.

• 5.4M individuals messaged

• $133:1 total ROAS

• $21:1 lodging ROAS (2X typical return)

9 © 2019 Conversant LLC and Epsilon Data Management, LLC. Proprietary and confidential.

All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.

REPORTING INSIGHTS

CAMPAIGN METRICS

$24.2MMtotal measured revenue

$182Kinvestment

$133.16measured ROAS

5.4MMunique individuals reached

100,059total measured visitors

525,674total measured transactions

5.3average measured

purchases per visitor

Measurement Window: November 21, 2018 – May 16, 2019

1.86%measured traveler rate

$242average measured spend

per transactor

REVENUE BY CATEGORY

29% of measured revenue was spent within the Retail / Apparel category which includes clothing, department, jewelry and other merchandise stores

• Lodging + Vacation Rentals represent 17% of measured revenue – 21:1 ROAS alone

Retail / Apparel Stores29%

Dining / Nightlife21%Lodging

12%

Gas / Convenience Stores10%

Grocery / Food Stores10%

Other9%

Vacation Rentals 5% Services 4%

$24.2MM total revenue

Measurement Window: November 21, 2018 – May 16, 2019

14%

10%

5% 5%4% 4% 4% 4% 4%

2% 2% 2% 2% 2%

16%

8%

6% 6%

4%4%

5%

3%

5%

2% 3% 2%2% 2%

Atlanta New York Jacksonville Washington Dc(Hagrstwn)

Philadelphia Boston(Manchester)

Orlando-DaytonaBch-Melbrn

Chicago Tampa-St. Pete(Sarasota)

Raleigh-Durham(Fayetvlle)

Miami-Ft.Lauderdale

Augusta-Aiken Nashville Columbia SC

% of Revenue % of Visitors

FEEDER MARKET PERFORMANCE

14% of measured revenue generated in destination came from the Atlanta DMA; additionally, that measured revenue was driven by 16% of visitors that came from Atlanta

New York, Boston (Manchester), Chicago and Nashville represent feeder markets that over-index revenue to visitors; these individuals contribute to a large portion of revenue compared to all feeder markets

Note: Feeder markets with 2% or more revenue included; total bars visualized here will not add up to 100%

Measurement Window: November 21, 2018 – May 16, 2019