Arkansas Tourism Case Study on Digital Media Impact

This case study outlines how Arkansas Tourism partnered with Adara to measure the impact of digital media on bookings in state parks. The objective was to gain visibility into how digital marketing efforts influenced accommodations and activities within the parks. By utilizing Adara's private data consortium, Arkansas Tourism successfully attributed nearly 2,000 bookings across 32 state parks to their digital media initiatives, resulting in approximately $300,000 in revenue since February 2023. This collaboration allowed Arkansas to fill a gap in their marketing funnel by leveraging first-party data, providing a comprehensive view of the tourism ecosystem in the state. The establishment of a private data consortium enabled Arkansas Tourism to measure the economic impact of their accommodations, which was previously unattainable without complex data analysis. The initiative aimed to future-proof their data collection and analysis processes in a privacy-compliant manner, facilitating easier collaboration with key stakeholders.