Tourism New Brunswick needed more comprehensive visitor data to improve the effectiveness of its marketing initiatives, but it lacked the means to collect those data. Larry Filler explains how the agency used mobile location data to fill in the gaps.
The analysis, which used mobile location data and PRIZM, helped New Brunswick understand the tourist journey through the province. For example, it discovered that 29 percent of all visitors spent time in Moncton and that one in five visitors enjoyed one of the province’s scenic drives. These insights could also be used to spot other notable patterns, such as which cities people visited and the points of interest or attractions they toured during their stay, as well as provide a better understanding of seasonality effects on tourism.Read the full article in Direct Marketing Magazine (opens in a new window).