Learn what can and can’t be gleaned from OOB POIs in ZDOS and through your data strategst.
Out-of-boundary (OOB) POIs give you insights into specific places that may be outside your boundaries yet impact your destinations visitor economy.
What is an OOB?
Points of Interest that aren't within your destination's boundary are called "Outside Of Boundary POIs" or OOBs. With your Zartico contract, you get a certain amount of them, and you will be asked to determine these during your Implementation Process.
How are OOB visitors defined?
Two possible scenarios would occur for a device to be seen as a visitor in an OOB.
1.) Most simplest, device spends 2 hours or more in an OOB defined POI.
2.) More complex, a device goes to your boundary and then appears at an OOB POI. If the duration of this sequence is greater than 2 hours, then this would also show up as an observation in your OS.
Based on this, the device at the OOB does NOT need to be observed in the your boundary to be counted as long as they are in the OOB POI for 2+ hours.
Are OOBs found in the OS?
Yes. While OOB metrics are not included in the data throughout your modules, you can find two insights specifically for your outside influencers at the bottom of your Movement module.
Will they skew our overall visitation numbers?
No. Your OOB metrics are filtered out of the numbers in your operating system so they do not skew data showing visitation to your destination.
What insights can we get on OOB POIs?
You advisor can do a deep dive and answer specific questions about the impact of an OOB to your destination, but we have two specific insights in the ZDOS located in your Movement module.
The OOB POI Visitation from Visitation DMA shows were a visitor is coming from. This insight looks at the markets populating the OOB POIs as compared to your destination visitors. Are there markets in the OOB POIs that don't regularly visit your destination? This may be a market opportunity to pursue.
The OOB POI Visitation shows you the breakdown in top origin markets by OOB POI. You can click this chart to drill and see the cities in each origin market.
Are we able to see cross-visitation from these OOB POIs and other areas?
Your data strategist can help you understand the impact the OOB has on your destination through dynamic visualizations. These visualizations can show cross-visitation and visitor movement within your destination.
Are we able to have an Outside POI that is a city?
No, we are not able to map a city as an OOB POI.
What are some examples of OOB POIs?
Some examples include airports, convention centers, large event venues, or National Parks.
What if a place extends both inside and outside my destination boundary?
If you have a POI that straddles your destination boundary and is both inside and outside your destination, that will be considered a Primary POI.
I see the OOB and the city in my filter, what does that mean?
The OOB POI name and the city in which it's located will show up in your filters because we have included the OOB insights in the ZDOS. The visitation numbers have been filtered out of all other insights as to not skew the other insights.