iT-News ( Measure Digital Marketing Effectiveness ) –Unique data, media and business partnership is a first for the Middle East and enables optimised digital marketing investments todrive tourism throughout Abu Dhabi.
ADARA, the world’s leading travel data co-op, has announced a partnership with the Department of Culture and Tourism – Abu Dhabi (DCT) to create a private data co-op that utilises the measurement & analytics platform, ADARA Impact, to measure the effectiveness of their digital marketing efforts. By linking different but related travel data sets together, ADARA is able to create a Travel Graph for DCT, mapping out traveller behaviour of inbound and outbound tourists to the region. The analytic capability of ADARA Impact allows DCT and their media agency, Spark Foundry to track and measure the economic impact of DCT’s paid, owned and earned marketing investments leading to deep and actionable insights across the audience visitation journey.
This is the first fully integrated ADARA Impact partnership with a destination marketing organization in the Middle East and is a result of DCT’s innovative data-driven focus to help deliver on the Abu Dhabi Economic Vision 2030 and Abu Dhabi Plan.
The innovative partnership, brokered by Spark Foundry, a Publicis Media agency, will see ADARA, DCT and Spark Foundry work together to connect the data of public and private sector participants in a secure environment. This will create a mutually beneficial data sharing environment for all participants while limiting privacy concerns associated with an open global data exchange.
Steve Copestake, Executive Director of Marketing and Communication at DCT said:“ADARA’s Impact platform will help give DCT the transparency we need to measure the true economic impact of our marketing initiatives. We aspire to go beyond traditional media metrics and optimise towards KPIs such as Average Daily Rates and Length of Stay. By building DCT’s own private eco-system and coupling it with ADARA’s connected view of the traveller we have unprecedented access to travel trends and behaviours into Abu Dhabi’.
Layton Han, CEO, ADARA added “This partnership is a great example of a forward-thinking Destination Marketing Organisation and digital agency embracing data to deliver genuine economic impact to the region. We are thrilled to be working with innovators like DCT and Spark Foundry and look forward to continued success and expansion in the Middle East.”
Alain Brahamcha. CEO of Spark Foundry added, “We are proud of this innovative partnership which unlocks data from ADARA and allows us to translate that into actionable insights which will deliver growth for DCT. During these times and given how the travel consumer’s journey is heavily digital, this three-way partnership allows us to harness the power of ADARA’s data, architect and optimise investments to deliver effective and efficient results for DCT and helping to deliver international visitor growth for Abu Dhabi.
ADARA serves leading travel brands by delivering critical intelligence that drives personalization and relevance throughout the customer’s journey, resulting in more meaningful and profitable relationships. Fuelling these insights is our data co-op which connects over 200 leading travel brands to create the most comprehensive view of the world’s travellers and their behaviours across brands, channels, and devices. ADARA transforms how our B2C clients leverage consumer insight at every stage—learn, act, measure and modify–to unleash the revenue potential of each individual.
ADARA is headquartered in Palo Alto, California with offices located across the US as well as London, Dublin, Barcelona, Paris, Dubai, Singapore, Tokyo, Hong Kong and Sydney.
About The Department of Culture and Tourism – Abu Dhabi
The Department of Culture and Tourism – Abu Dhabi conserves and promotes the heritage and culture of Abu Dhabi emirate and leverages them in the development of a world-class, sustainable destination of distinction that enriches the lives of visitors and residents alike. The Department manages the emirate’s tourism sector and markets the destination internationally through a wide range of activities aimed at attracting visitors and investment. Its policies, plans and programmes relate to the preservation of heritage and culture, including protecting archaeological and historical sites and to developing museums, including the Louvre Abu Dhabi, the Zayed National Museum and the Guggenheim Abu Dhabi. The Department of Culture and Tourism – Abu Dhabi supports intellectual and artistic activities and cultural events to nurture a rich cultural environment and honour the emirate’s heritage. A key role played by the Department is to create synergy in the destination’s development through close co-ordination with its wide-ranging stakeholder base.
About Spark Foundry
Spark Foundry is one the five global media agency brands within Publicis Media, a key division of PublicisGroupe [Euronext Paris FR0000130577, CAC 40]. Spark Foundry’s’ bold vision harnesses the spirit of a start-up with the soul of a powerhouse, uniting an entrepreneurial, innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. With 3,500 employees across the world, the agency leverages the best industry talent and a growing footprint of offices in key markets including MENA, US, UK, Poland, Australia and China.