Impact Enrichment Methodology
Impact Enrichment is Adara’s proprietary model that leverages predictive analytics to effectively scale and estimate the full market impact of your media activity. It goes through two major operations that understand the full potential of your marketing activity as well as predicting the results on a comprehensive and full market visibility for the verticals of flight and hotel.
Method
The aim of the enriched numbers is to give the advertiser a robust and consistent baseline, assuming a full market coverage of destination transactions. For the model, ADARA calculates a calibration factor for every month and for every destination.
This following data sources are taken into consideration:
- ADARA data partner ecosystem that serves as a robust sample of travel bookings and search behavior
- Market census reports for flight and hotel that provide a view of supply by destination (room supply and seats)
- Occupancy report to validate the approach and ensure Adara’s numbers follow market trend and are close to observed occupancy rates
Combination of these data sets along with the model, ensures that there is no undesired fluctuation in the data. The final enriched numbers will account for all the hotel properties and flight routes for each destination and all booking channels.
Validation
ADARA worked with industry experts to consult on the problem statement as well as to validate the approach. The expert panel consisted of global DMO’s as well as agencies managing DMO accounts and USTA. This methodology is further validated by internal pacing research between STR demand and calibrated room nights.