Visit Lake Charles Unlocks ROI and Efficiency with Zartico’s DCO
Essential Intelligence in Action:
Exposing Hidden ROI, Efficiency Markets, and Impact
In today’s dynamic marketing environment, destinations face growing pressure to justify every dollar. For Visit Lake Charles, this meant moving beyond typical campaign metrics to test a smarter strategy rooted in performance intelligence. They partnered with Zartico to pilot Digital Campaign Optimization (DCO)—not as an experiment, but as a bold move toward precision, transparency, and community impact.
Lake Charles wasn’t just looking for clicks or impressions. They wanted to know exactly where their campaign was working, how potential visitors responded to it, and what actions drove real value for their destination. With Zartico, they found the answers—and a strategic advantage.
The Challenge: Typical Metrics Weren't Enough
In the past, traditional KPIs like reach and CTR offered limited insights. Visit Lake Charles wanted to go deeper, hoping to link campaign exposure to actual visitation and visitor behavior. They wanted to measure what really mattered: economic impact, conversion, and market efficiency. The ask was bold, and their goal was clear—maximize taxpayer dollars and steward resources with precision.
The Solution: Strategic Clarity with Zartico's DCO
With Zartico’s Digital Campaign Optimization (DCO), Visit Lake Charles gained access to a more advanced, real-world approach to measuring marketing performance, going far beyond impressions and CTRs.
DCO connected digital exposure to verified visitor behavior, enabling the team to:
- Identify high-performing markets with precision
- Track ad-influenced arrivals within campaign windows
- Compare cost-per-acquisition (CPA) and return on ad spend (ROAS) across regions
- Validate campaign timing based on actual visitor planning behavior
The data uncovered significant market inefficiencies, revealing a 10x difference in CPA between regions and showing that opportunity markets delivered 3–5x greater efficiency than historical volume markets. This level of insight allowed Visit Lake Charles to confidently reallocate budget, prioritize what worked, and uncover hidden ROI across lodging, dining, retail, and attractions.
Instead of relying on assumptions, the team gained clear visibility into how and when audiences converted, and used that intelligence to optimize their campaigns in real time—ensuring every dollar drove measurable impact.
Zartico’s self-service tools empowered both Visit Lake Charles and their agency partner to independently analyze results and present compelling, data-backed stories to stakeholders—turning intuition into indisputable, actionable intelligence.
The Results: A Playbook for Smarter Campaigns
By leveraging DCO, Visit Lake Charles uncovered insights that reshaped how they plan and prioritize marketing investments:
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Without Zartico, this level of marketing intelligence would have remained out of reach. With DCO, Lake Charles unlocked a new standard of campaign efficiency, clarity, and confidence.
Why Zartico: From Intuition to Essential Intelligence
Zartico’s DCO elevated Visit Lake Charles’ marketing by expanding their toolkit from traditional metrics to direct, actionable insight. With DCO, they can now measure real campaign outcomes, optimize in real time, and clearly demonstrate the tangible impact of their efforts.
By understanding cost per acquisition, return on ad spend, and market-by-market influence, Lake Charles can justify investments, defend budgets, and plan future campaigns with credibility and strategic foresight.
In short, Zartico helped them do what every forward-thinking destination marketer aims to do: prove impact, reduce waste, and deliver results for their community.
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“As one of the earliest adopters, we believe in Zartico’s products, data quality, and the company — and we’re voting with our wallet through DCO.” Kyle Edmiston, President/CEO at Visit Lake Charles |
The Bottom Line
As one of Zartico’s earliest DCO adopters, Visit Lake Charles is leading the way in high-performance place-based marketing. They’re proving that strategic clarity isn’t a luxury, it’s a necessity.
When destinations operate with Zartico’s DCO, they don’t just track performance—they improve it. They don’t just report—they lead. And in times of tighter budgets and greater expectations, that’s what separates good marketers from great ones.
Ready to move from guesswork to precision? Learn more about Zartico’s Digital Campaign Optimization.