Takeaways for DMOs in light of Facebook’s Worst Day on Wall Street
DMOs will not be able to target users the same as before, and the significant reduction in the volume of location data means they won’t be able to use existing tools to identify, track and measure if those visitors show up at their destination. It also impacts a destination’s ability to retarget users. The world turned upside down.
The tourism industry and DMOs are at a crossroads – Will you lean into the change urgently and prosper, or choose inaction, risking your future?
Adara’s 4 Pillars to Ethical Data
Ethical Data is the apex of data regulation objectives. Recognizing the importance of treating data responsibly, coupled with the need to manage data from multiple sources, Adara has placed data ethics management at the center of its Data Rights Management (DRM).
Is the new wave Move-On-Icron?
Throughout the last few months we’ve been advocating for a very surgical approach to targeting audiences. We always expected the recovery to be uneven by traveler segments and destinations. That requires marketers to be nimble and vigilant — the audiences that were high-performing last month will need to be re-tuned.
Message from the CEO
Author: Charles Mi CEO I hope that you enjoyed a holiday season filled with reconnecting with friends...
“Fear Fatigue” Spells Opportunity For Travel Brands
Omicron has been dominating the news. How is it affecting holiday travel? From our data set (100s of millions of bookings) we pulled out the key findings. Check out the latest from Carolyn Corda, Adara’s CMO, on actual consumer behavior—you’re likely to be surprised.
The categorization and the productization of Data-as-a-Service (DaaS) are simply WRONG.
As the public demands an ethical treatment of data, it’s essential for the industry to evolve away from implementing Data-as-a-Service in its current form, instead, let’s focus on building an ethical data infrastructure. Here at Adara, we are constantly researching ways to help companies develop an ethical data practice that earns the trust of your customers, your community and your employees.
How Data Can Be Used by Tourist Boards To Drive Consumer Spending
Check out the new blog pst, ‘How Data Can Be Used by Tourist Boards To Drive Consumer Spending’ by Zeek Coleman, Head of Marketing – Tourism & Hospitality at Adara.
Taking Advantage of the Post Lockdown Travel Boom
Check out the latest byline by Carolyn Corda, CMO and CCO at Adara, published in Travolution.com and get an insight into why the travel industry needs to rebuild how it communicates with its customers. Carolyn shares key considerations around using data more wisely and the importance of data partnerships as we enter the post-covid era of travel.
Hotels Can Afford to Be Greedy as 2021 Enters its Final Quarter
The predictable travel behaviors of the past are no longer, and hotel marketers have formed a habit of attracting the bookings that they can in the short term. As a result, traditional revenue management strategies have fallen by the wayside.
Read the latest byline by Adara’s CMO and CCO, Carolyn Corda, in Phocuswire about how hotel marketers can adapt their marketing strategy to cater to the post-pandemic traveler behavior and finish the 2021 quarter strong.
Avoiding the Digital Learning Curve: How marketers can ensure CTV is effective now
CTV sounds like a marketers’ dream: the big screen, premium content, and a brand-safe environment. However, the inventory is not as plentiful as many would like, and often buying takes brands outside of their established partners. The benefits, though, outweigh the cons.
Read the latest byline in Performance Marketing World by Carolyn Corda, CMO & CCO at Adara about how marketers can approach this technology the right way and ensure their CTV buys are targeted and genuine to stay ahead of the game.