What if data could help drive an economy?

Challenge: Visit Orlando lacked real-time visibility into spend across multiple marketing channels and agencies, hindering its ability to quickly optimize campaigns.

Solution: By consolidating all its marketing data in Domo, Visit Orlando can now easily monitor its performance across markets, channels, ad types, and campaigns.

Impact: The ability to optimize campaigns helped its marketing team reduce its cost per click by 91percent in one key channel.

Visit Orlando Uses Domo to Optimize its Marketing Spend

Thanks to its theme parks, exciting attractions, delectable food scene, and amazing weather, Orlando has earned a reputation for fun unmatched by any other city. In fact, Orlando is the most visited city in the US, surpassing major cities like New York, Los Angeles, and Las Vegas.

To keep attracting overnight visitors and continue growing the local economy, the region’s tourism association uses Domo to maximize its marketing dollars.

“You can find the answers in Domo,” said Kimberly Moy, digital marketing manager at Visit Orlando. “It makes data analytics simple instead of scary.”

Creating visibility across channels

Visit Orlando oversees a multi-million-dollar marketing budget that it uses to reach potential visitors in ten different countries across five languages. With its media buy spread across three different media agencies and dozens of channels, Visit Orlando would often have to spend extra time gathering data from multiple locations, impacting their marketing team’s ability to optimize campaigns on the fly.

By leveraging Domo, Visit Orlando now enjoys real-time visibility into its marketing data across all channels and geographic markets, allowing it to make faster decisions about where to allocate its budget. Their marketing team uses Domo’s vast library of connectors to quickly ingest data from Google Analytics, Facebook, Pinterest, Instagram, TikTok, its email marketing platforms, databases used by its agencies, spreadsheets, and more, providing near-instant access to campaign results.

Increasing optimization speed

Visit Orlando uses Domo to validate the results of its marketing campaigns while identifying new marketing opportunities across different markets, ad creatives, and ad types. “The ability to identify and share best practices has been a huge benefit of Domo,” Megginson said.

For example, Visit Orlando recently ran a campaign in Canada promoting a warm vacation during the harsh winter months. “We discovered almost in real time that we had such a high clickthrough rate on the creative that we would be almost crazy if we didn’t try it elsewhere. As a result, we accelerated all our deadlines to roll the campaign out in other cold-weather markets,” Moy said.

Visit Orlando uses Domo to democratize access to its data, allowing more than 70 people across their organization and agencies to easily monitor campaign performance without waiting for reports.

Domo also helped Visit Orlando identify and solve challenges with their marketing taxonomy. “We discovered that our three agencies were all using different naming conventions and descriptions, making it difficult to collaborate. With Domo, all our media is now being viewed through the same lens so we can easily see what is working and what’s not,” Megginson said.