Market Allocation Platform
Destination Marketing Organizations (DMOs) are regularly faced with the important decision of where to market their destination.
The Market Allocation Platform is a dynamic and flexible system to continuously evaluate market opportunities and guide investment decisions. The solution is based on financial portfolio analysis to develop a market allocation with the following characteristics
Defined time horizon
The Market Allocation Platform is customized for each client to identify an allocation that maximizes ROI within a given risk threshold and investment time horizon.
Inputs to the analysis include 30 indicators of market size and growth, destination and activity preferences, market presence, accessibility / barriers, purchasing power, and value per visitor. The MAP scoring system ensures a comparable basis for assessing potential across all markets.
The platform assesses the opportunity relative to the cost of marketing and then risk-adjusts all output based on client-defined criteria.
The Market Allocation Platform directly informs the decision-making process with a recommended market allocation of advertising investments. It is delivered as a dynamic tool allowing for scenario analysis of various markets, time horizons, and risk tolerances.