The Market Index looks at the relationship between website traffic, destination visitation, and visitor spending from those origin markets. Learn more here!
In our experience helping over 160 partners understand their visitor economy, we are continually looking for answers to questions such as, "Who are our visitors?", "Where are our visitors coming from?", and "What are our best origin markets in which to advertise?" This trend of feedback and advising has driven us to provide clearer and faster insights that answer these important questions for destination leaders.
Watch this short demo of the Market Index.
Below you can see samples of a destination's Market Index showing the percent average of each data value shown.
Below you will see a table version of the Market Index. You can alternate views by hovering and clicking on the title of the chart.
What is the purpose of a Market Index?
The purpose of the Zartico Market Index is to identify areas of over/under spend on advertising, opportunity markets and gaps between spending and visitation patterns.
What does the Market Index measure?
The Market Index specifically looks at the relationship between website traffic, destination visitation, and visitor spending from those origin markets. This calculated relationship gives you insight into where your current visitors are coming from and their spending habits within your destination.
How is Market Index calculated?
All data values scaled 0-100 with 100 being the top value in any category. The individual components are averaged together (simple average) to create the Index.
How would I use the Market index?
Partners will be able to:
- Evaluate and compare visitor markets to their destination.
- Discover gaps in advertising spending in DMA market vs visitation from that DMA market.
- Evaluate website traffic to visitation patterns.
Measure alignment between marketing, visitation, and visitor spending.
Highlight opportunities for expanding market share.
- Identify underperforming markets to exclude from future campaigns.