Library

Zartico's Destination Operating System takes intelligence, analytics, and data visualizations and combines it with context and strategic input to support a Destination Management Organization's data-driven decisions in real-time.

More Information 

Destination intelligence combines business analytics, data mining, data visualization, data tools, and infrastructure, along with best practices to help Destination Marketing Organizations make more data-driven decisions.

• DMO Data Sets: data brought by the DMO
  • DMO subscription data (CRM, STR, etc.)
  • DMO digital (Google, Facebook, Instagram, Youtube, etc.)
  • DMO custom (member lists, local research)
• National/International Public Data Sources: data automatically included in the Operating System on behalf of the DMO (jobs, employment, weather).
• Data Brought by Zartico: data licensed and included in the Operating System (Geolocation and event data)

Here's the criteria we use when we're asked about ingesting custom data sets:

• Why do you use it?
• What problem does it solve for you?
• How often do you use it?
• What do you find it gives you no other data source can?

Zardico Advisors work with you to answer key questions using customized dynamic visualizations that allow you to see movement within your destination. 

The Zartico Operating System can report a number of critical data points for local government. This includes employment, visitation, tax revenue, local events and more.

Our location data provider provides us with a daily flow of raw data from people’s devices (such as mobile phones). We ingest this data identifying visitors vs residents, where visitors have come from outside your destination, where they go while they are in your destination, and how long they stay.

No, our privacy protection policy ensures we do not see any personally identifiable information whatsoever. All data is anonymized and absent of any trackable information. Even the device id is anonymized before Zartico receives the data.  

Five percent is the largest commercially available geolocation data stream, and we independently verify it for accuracy. We work hard to make sure it is trustworthy as a sample size for you to have true directional insight into your visitor economy.

From the abundance of data we get on each device, we set very specific filters that allow us to exclude residents and commuters from who we identify as a visitor.

The number of primary points of interest you get is unlimited but we will work with you to recommend the ideal amount based on your destination’s features and needs.

Our location data covers everywhere people go with their devices, such as mobile phones. If there are people moving around your destinations with a phone, we will get location data from a portion of them.

It’s not recommended to POI a place outside of your destination’s boundary because of how it can affect your data, but we do have suggestions on how to think about comparisons of this kind and invite conversation around your unique needs.

The date displayed in the Zartico application is the date the data is for. We take the raw data we receive and carefully analyze and check it before it is loaded into our application, and this happens over a rolling period of 7 days.

Normalization means cleaning up the data and checking it for irregularities, so what you see in the Zartico application is trustworthy.

We do not use area codes of cell phones as a measure of what origin market people come from, as we have other more reliable and precise ways to do so.

Our event data partner, Predict HQ is able to provide us with a constant stream of event information coming from many sources, including ones where no tickets are publicly available.

Predict HQ data captures most events, but we also have the ability to submit additional events to be added to the event data.

We receive the raw transactional data for domestic credit and debit spend, with daily granularity, from our data partner, Affinity Solutions. Our spend data is unique because it provides a great representative sample to see significant trends helping you understand how visitors spend money throughout your destination.

To be able to show you the correlation between who visits your website and then travels in-person to your destination, Website Contribution layers Zartico’s location data with your website data through our Integrated Data Model.

Because Zartico’s Website Contribution data comes in part through our geolocation data, it is able to go very granular, down to specific POI categories.

The data Zartico provides goes back to January of 2019, but how far back any data we integrate from you will depend on other variables, such as when you set them up.

In most cases, you will be able to see initial data insights within the first month with your full operating system release within six to nine weeks.