Our work with Department of Tourism, WA

Data Management Platform (DMP) integration & Data Strategy

The background

In 2019, we were engaged to implement the new DMP, Adobe Audience Manager, and deliver a data strategy that could help them achieve their objectives – this included integrating their Adobe Analytics with Audience Manager, along with several media destinations.

Through Adobe Audience Manager, Tourism WA aimed to improve customer experience and media efficiencies, by identifying and targeting high value audiences, and serving them the most relevant content across their customer journey.

Historically, partners have been reluctant in allowing Tourism WA to add conversion tags on their sites. Without these conversion points, they have been unable to measure success or get a true understanding of their ROI. The lack of conversion points and tracking on partner sites also meant that there was no ability to identify audiences who have clicked on advertising but are yet to book on partner sites.

Our approach

We configured Adobe Audience Manager, helping to ensure the platform was integrated with the TWA’s Adobe Analytics. Based on the selection from their media agency, we also went on to integrate Adobe Audience Manager with Facebook and DV360.

Data Strategy
Without a strategy, Adobe Audience Manager offers limited value to the Tourism WA. Through the data strategy process, we were able to combine their historical knowledge of the Tourism WA.’s data with their new objectives to create a strategy and unlock new opportunities. Strategies such as Visitor Value (based on the Engagement & Conversion Score within Adobe Analytics) and identifying audience interests for hyper-targeting. The data strategy also uncovered a valuable data source, which could be used to identify in-trip travellers. The strategy showed Tourism WAhow this data source could be used to target travellers who have been in their region. It also provided an activation strategy for prospecting with this high-value audience, creating look-a-likes, and even using this data to measure arrival rates and campaign return on investment.

Collecting Audiences from the Data Layer
Identifying a person’s interest was an important part of the strategy, as this allowed Tourism WA to serve personalised content to each person based on what they were interested in (e.g. road trips, city life, wildlife, etc.) vs a single message to the entire audience. These interest areas are identified through behaviour on industry websites, and while traits can be created from website URLs, and would be the quickest way to populate the traits, we recommended a better solution. Working with Tourism WA’s developers, we designed a best practice solution identifying audience interests using the website data layer. This helped ensure the solution was scalable and wasn’t impacted each time the structure of the website or page URLs changed.

Trait Taxonomy
If users of your platforms can’t easily identify the source of the data or what it means, the data itself is of little benefit. As with all data, data governance is an essential part of any project. We developed a standardised trait taxonomy encompassing 90 traits across 13 trait categories. The scalable taxonomy was developed to help organise and identify the audiences quickly and easily.

Working with Media Partners
It was imperative that the data strategy met the needs of not only Tourism WA but could also support the media strategy and targeting needs of their media agency. We worked closely with the media agency to identify the areas that would be the most beneficial to their team, from identifying high value audiences to setting up frequency caps within Adobe Audience Manager. Once the set-up was complete, we created a segment request process that allowed the media agency to quickly and easily request the audiences they needed.

The value

Much was achieved during the lifecycle of this initiative and some of the key value points were:

  • Seamless integration between platforms.
  • Developed custom calculated metrics within Adobe Analytics that could be used in the DMP to identify high, medium and low value audiences.
  • Created an activation plan, that showed how to provide a unique experience to low, medium and high value audiences based on where they were in their customer journey.
  • Identified a valuable 3rd party source, that allows the Tourism WA to identify in-market audiences, both in their region and in competitor markets.

More Client Successes

Swinburne University
Our work with Swinburne University

Explore how we helped Swinburne University drive deeper customer engagement capability across their website through data management platform implementation connecting and collecting previously siloed data.

Read More
Department of Tourism, WA
Our work with Department of Tourism, WA

Explore how we delivered a new campaign governance framework, process and tracking that allowed them to trust their data, explore insights and accurately measure and optimise marketing activity performance.

Read More

Need Some Help?

First party data strategy – what is it and why do I need one?

A first party data strategy can give your organisation a competitive advantage and ROI on your investments

Find out more
How will browser cookie changes impact my marketing activities?

Fully understand what a cookie-less future means and how you can plan for it now.

We can help
What is a Customer Data Platform?

Chat to us about your needs or requirements for a CDP and whether its appropriate for your organisation.

Find out more