discover kalamazoo
Leverages Visitation Data
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Situation
Discover Kalamazoo believed generating visitations from regional, low-cost roadtrippers would yield the greatest ROI. Working with Madden, Discover Kalamazoo set out to analyze this target audience’s visitation behavior and develop a way to measure the economic impact of tourism.
Approach
Madden developed a Visitation Intelligence Report to identify Kalamazoo’s top origin markets within a four-hour driving radius. Madden also developed a custom Voyage dashboard that integrates Kalamazoo’s Treasury Department data into the platform, providing the Discover Kalamazoo team with daily updates and historical trends on hotel tax remittance data. This enables the team to easily manage partners needing to remit their tax dollars, project future budgets, measure the impact of large in-market events, and execute correlation studies to understand the impact of its marketing campaigns.
“We first saw Voyage as a geolocation data source. When we saw that it could be a much broader solution for our comprehensive business intelligence requirements, it was an easy decision to go with Voyage [for all our needs].”
Jane Ghosh, President & CEO, Discover Kalamazoo
“We first considered Voyage as a geolocation data source. When we saw that it could be a much broader solution for our comprehensive business intelligence requirements, it was an easy decision to go with Voyage [for all our needs]. Since adopting the platform, it has become an integral tool for analysis, decision-making, and reporting. As per our original intent, we have access to data we weren’t purchasing separately including geolocation and AirBnB data, and even more valuable, we have almost all of our key data on one easy-to-access dashboard. Gone are the days of pulling up multiple STR XLS files to try to identify trends.
“Most valuable, though, is the usability and functionality of the dashboard itself. I can easily visualize our accommodations tax remittances by hotel on a daily basis, allowing me to identify trends to make quick investment decisions outside of our usual monthly reporting cycle. I can instantly pull up visitation data by partner to see if a particular campaign has had the intended effect and therefore if we should repeat it or retool. I recently used data insights I gleaned from the dashboard to realign our workforce, and thanks to the charting functionality of Voyage it was easy to explain the change to my board in a visually compelling way. The Madden team are experienced strategic partners, not just executors, and work with us to adjust the dashboard to best reflect our strategic intent. They are also innovators, and have great ideas for how to make this an even more valuable tool going forward. ”
Jane Ghosh, President & CEO, Discover Kalamazoo
Discover Kalamazoo used data insights from Voyage to quickly identify trends and to realign their workforce.
