SMG President to present on travel marketing measurement at the 16th Annual eTourism Summit

South Lake Tahoe, CA - One of the biggest challenges for destination marketing organizations (DMOs) is the issue of measurement.

The biggest challenge is how to go beyond individual program measurements, like the number of opens per email newsletter, to assess a DMO’s overall effectiveness through the number of room nights generated, the amount of revenue generated, and the return on the invested capital.

Carl Ribaudo, President of Strategic Marketing Group, has developed strategies to address those specific challenges, working with DMOs throughout the state of California to improve their effectiveness by using data to drive marketing decisions.

He has been selected to speak at the 2015 eTourism Summit in San Francisco on Using Data Analytics to Make the Case for Tourism Funding. The session will also include Cree Lawson, Founder, Arrivalist; Chris Adamkowski, Head of Industry, Google; and Jay Kinghorn, ‎Director of Communications and Digital Strategy, Utah Office of Tourism.

“It’s a great honor to be asked to speak at the conference and I look forward to presenting SMG’s thoughts and ideas on using analytics to make the case for tourism funding,” noted Carl. “Measurement of DMO activities has become increasingly important across the country especially in those states with Tourism Business Improvement Districts (TBIDs). It’s something we have been involved with for a number of years.”

The Strategic Marketing Group is a travel, tourism, recreation and hospitality consulting firm located in South Lake Tahoe, California.

For information, please visit www.smgonline.net or call 530.541.2462 x 101.
eTourism Summit is an annual two-day tourism marketing conference taking place October 22-23, 2015. For more information on the event, visit www.etourismsummit.com.