Hi Friend,

Beginning this week, you’ll notice some changes to your Director’s Brief that are designed to maintain the high level of data quality and reliability you have come to expect from Zartico.

Due to changes in the composition of geolocation data over the past several months, the overnight visit percentage metric that appears in your ZDOS™ is no longer providing a consistently comparable picture of visitor behavior. Our data science team has already identified a solution to adjust for these kinds of changes and is working toward implementing it.

In the meantime, we are temporarily removing the overnight visitor percentage metric from your OS. This change will begin with insights in your Director’s Brief and follow with other modules later this month. 

Keep reading to understand the data science behind this decision…

Compared to last year, we now have a greater percentage of devices that are observed less frequently. Zartico requires a device to be seen within your destination on two consecutive days in order to classify it as an “overnight visitor.” The drop in observation frequency results in a lower overnight visitor percentage that may not reflect actual visitation trends.

You can think of it like a game of Marco Polo. While we still have plenty of people in the pool, those people are not replying “Polo” as consistently as they once were.

These insights are not gone forever!

The solution our data scientists are developing will provide greater accuracy in overnight visitation trends. In 2024, we will begin using devices observed at high frequency to power some insights, including overnight visitation. (Think of it as playing Marco Polo with only the people most likely to respond, instead of all the people in the pool.) We will apply a specialized normalization methodology to these observations to remove any biases and ensure this data meets our rigorous standards.

In the meantime, you can request a manual report of overnight visitation data for your benchmarking or annual reporting.

Contact support@zartico.com to receive destination-wide overnight percentages by month or year, based on the new high-frequency data tables.

One more thing… As our Partner Experience team updates the Director’s Briefs over the next several days, they will also be removing unused POI Lens insights. If you would like to keep or restore these insights at any time, please contact support@zartico.com.

We appreciate your partnership and the opportunity to continue improving destination intelligence together.