Observed and Enriched

Adara Impact results are reported with two distinct levels that are controlled by a toggle within the UI.

Observed

Observed is the default setting in reporting your Impact results. It provides the results of your measurement with a deterministic approach of directly tying your activity to travelers identified with activity across the Adara Travel Consortium. The term observed refers to the fact that both the impression (and the id behind it) and the travel transaction event are physically observed within the Impact ecosystem without any inferences or additional layers of matching the two. E.G. Impression was served to Cookie 123 <-> Travel Transaction was performed by Cookie 123

While effective, the observed results report on just the travel transactions that are available within the Adara Travel Consortium. This means that the results are always on a conservative side, given that it is unlikely that any one destination may get a 100% coverage in all travel transactions for hotel and flight. At larger scales such as state level and country level, this may not play such a large role, but when it comes to smaller destination and destinations served by a limited set of travel brands, the coverage can be a factor that needs to be scaled.

Enriched

Enriched 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.

**For more details on the Enrichment methodology as well as a walk through please reach the following document.