Partnering for Purpose: Real Media Insight and Impact

Partnering to Reveal Hidden Intelligence, Efficiencies, and Impact in Media Performance

MMGY-Visit Myrtle Beach-Zartico

Understanding true campaign effectiveness meant evolving beyond traditional metrics into advanced intelligence for an innovative destination like Visit Myrtle Beach. They don’t just look for clicks or impressions when evaluating performance: They want to know exactly where their campaign is working, how potential visitors are responding to it, and what actions are driving real value for their destination.

As Visit Myrtle Beach’s media agency, MMGY Global partnered with Zartico to leverage and push the limits of Digital Campaign Optimization (DCO)—testing the measurement, validation, and marketing performance of Visit Myrtle Beach’s paid media efforts.

The Challenge

Traditional metrics like reach, CTR, and arrival offer limited insights. MMGY Global and Visit Myrtle Beach wanted to go deeper,  to reveal the components of the campaign that result in exposure to actual visitation and to understand the visitor journey along the way.

They wanted to measure what mattered: economic impact, conversion, and market efficiency.

Together, Zartico, MMGY Global, and Visit Myrtle Beach tested and pushed the limits of media intelligence and optimization insights through Zartico’s DCO.

 

The Results

DCO, as it was designed, uncovered insights that will influence how media and marketing teams can plan and prioritize their investments:

  • Total Revenue: More than $31 million in visitor spending.
  • Cost Per Acquisition (CPA): Approximately $5, with a 10x difference between the most and least efficient markets—revealing optimization opportunities for their next campaign.
  • View-to-Visit Windows: The data revealed a 40.7-day average arrival window, with the highest concentration (24%) falling in the 31–60 day planning window—critical intelligence for campaign timing.
  • Market Efficiency: The campaign surfaced a group of high-efficiency “opportunity markets” that outperformed other markets by 3–5x. These insights can now inform smarter geographic targeting and future investment strategies.
  • Return on Investment: The campaign outperformed benchmarks for tourism advertising, delivering measurable economic impact and demonstrating strong efficiency in converting media investment into visitation and in-market spend.

Zartico’s partnership and learnings with MMGY Global and Visit Myrtle Beach will allow other destinations to expand their optimization, driving further insights.

"Zartico's rigor around location data always made us want them to explore an attribution solution. By bringing agency partners and clients along for the development ride, we were able to bring together the perspectives of the DMO, agency, and tech provider to build an attribution tool that meets the needs for destinations and their media partners to effectively optimize spend and drive visitation."

- TJ Walz, SVP Data Strategy & Analytics at MMGY Global

In this case, the fuel DCO provided empowered an already data-driven team to go beyond others, proving impact, reducing waste, and unlocking new levels of performance.

Ready to move from guesswork to precision?
Schedule a demo and discover what’s possible with Zartico.