EVOLVE Business and Professional Magazine November 2018 | Page 20

group. This expanded view into media performance means
marketing decisions can be based on actual visitation to market
versus previous methods tracking
website visitation.
“One of the obvious benefits of digital media is the ability to
track performance,” says Shelby Greene, VP, Media Director for
The Brandon Agency. “However, this data takes tracking to a new
level by reporting on what is truly important to key stakeholders
in the market.”
How are they able to do this?
Arrivalist uses a proprietary and statistically compelling
panel methodology with data from over 120 million monthly
active consumers — who mirror the general adult population —
and then applies rigorous analysis and technology to produce
insights into the consumers’ visitation behaviors.
For the CVB, The Brandon Agency and Arrivalist established
the following criteria for the evaluation of performance: The
arrival zone has been defined as Volusia County, Florida. To
qualify as arrivals, consumers must have traveled more than 50
miles from their home to the destination. They must have entered
Volusia County, and have spent at least two hours in the market.
Further, they must have spent the majority of their trip in
the market.
Once an arrival is established, Arrivalist tracks consumers in
two distinct groups — those who have been exposed to media
placed on behalf of the CVB, as well as those who have not been
exposed. By tracking both groups, Arrivalist is able to understand
the incremental impact of the media in several ways. The first
is based on volume — that is, how many additional people are
visiting the market because they were exposed to the Daytona
Beach media. This is referred to as Arrival Lift. The second is Stay
Lift and is based on how long people are staying in the market
after being exposed to Daytona Beach media. This enables the
Brandon Agency to provide reporting to the CVB and the Halifax
Area Advertisers Authority (HAAA) by demonstrating the media
is having a positive, incremental effect on travel behaviors.
“The data provided back to us is extremely valuable,” Greene
says. “We are able to report a 48.3% increase in Arrival Lift, as
well as a Stay Lift of 13+ hours, which — according to some of the
Arrivalist team members — are some of the highest numbers they
have seen.”
While awareness and perception will always be a big part
of the mix, Arrivalist allows agencies to reduce their reliance
on website analytics as the greatest indicator of campaign
performance and adjust toward those partners that provide the
greatest opportunity to drive real visitation to Daytona Beach.
Scott Brandon is the CEO of The Brandon Agency.
As a highly sought-after strategist and business-
minded visionary, he has helped develop and
grow brands such as YETI Coolers, Southern Tide,
CresCom Bank, Williams Knife Co. and Fish Hippie.
Under Scott’s leadership The Brandon Agency has
grown into a Southeastern powerhouse with over
100 employees in seven offices across the U.S.
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