Business
Orange 142 Partners with Tourism Economics to Deliver Advanced Attribution and Economic Impact Data for Destination Marketing Organizations
The partnership provides DMOs with tools to measure the real economic impact of digital marketing investments AUSTIN, Texas, March 26, 2025 /PRNewswire/ --
About this update from Direct Digital Holdings, Inc.
[{"type":"text","content":"The partnership provides DMOs with tools to measure the real economic impact of digital marketing investments\nAUSTIN, Texas, March 26, 2025 /PRNewswire/ -- Orange 142, a division of Direct Digital Holdings (NASDAQ: DRCT) and a leader in digital marketing solutions for destination marketing organizations, today announced a strategic partnership with Tourism Economics, an Oxford Economics company and global leader in tourism industry analysis. This collaboration brings destination marketing organizations' (DMOs) sophisticated attribution capabilities and economic impact dashboards, allowing them to directly connect their paid marketing efforts to visitor metrics and economic outcomes.\n\"Destination marketers are under increasing pressure to demonstrate the ROI of every marketing dollar spent,\" said Lindsey Wilkes, SVP of Business Development at Orange 142. \"Our partnership with Tourism Economics transforms how DMOs can measure success, moving far beyond traditional metrics. This gives our clients the data they need to optimize campaigns, justify budgets, and secure stakeholder support for their tourism initiatives.\"\nThe partnership enables Orange 142's DMO clients to access powerful metrics that directly tie advertising efforts and digital strategies to tangible outcomes, including:\nTotal Visitors from Media: Track visitors who arrive at destinations as a direct result of media campaignsTotal Visitors from Website: Measure real people who visited after engaging with the destination's websiteCost Per 1000 Visitors: Assess the efficiency of marketing spend in driving actual visitationAverage Length of Stay: Identify which campaigns drive longer visits and higher spendingEconomic Impact Data: Validate tourism's contribution to local economies through job creation and tax revenuePoint of Interest Visitation: Track the attractions visitors frequent most to inform promotional strategiesTourism Economics' Media Impact Calculator (MIC) serves as the foundation for much of this analysis, allowing DMOs to quantify the economic impact of their paid media, optimize based on performance, identify new opportunities, and shape ROI strategy.\n\"Destinations must demonstrate returns on their paid marketing investments with increasing precision,\" said Tourism Economics' Chuck Davison, Vice President, Attribution Solutions. \"The MIC unlocks...