Tuesday, October 6, 2020
1:00 pm

The Numbers Game is Over: Replace ROI with ROO (Return on Objective)

What does success look like? The days of biggest and best, tallying up visitor percentage increases, and counting heads in beds are over. When KPIs change, as they now must, the ROI needs to be adjusted as well. What will new KPIs mean for tourism marketing and stakeholders? What new KPIs are coming into play for 2021?


  • Leah Chandler, CMO, Discover Puerto Rico
  • Zeek Coleman, Director of Data Intelligence, Visit Savannah
  • Jay KinghornChief Digital And Analytics Officer & Co-founder, Entrada Insights
  • Mitch Whitten, Executive Vice President, Marketing & Strategy, Visit Fort Worth

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