Led by Creative, Confirmed by Science


August 20, 2019 - 10:45am to 11:45am

JW Marriott Austin

Lone Star B-C

While creativity and intuition still have its place in marketing effectiveness, in today’s digital world, measurement is key to define success and create actionable insights. Beyond the traditional advertising metrics, can scientific innovation play a role in creating tourism campaign success? In this session, the Utah Office of Tourism and the Tennessee Department of Tourist Development present their concepts leveraging innovative tracking technology to measure human emotion to shape their campaigns. From the tracking of eye movements to the laughter of a child, these methods go further than traditional focus groups and bring new meaning to the science of marketing.

Session Takeaways:

  1. Learn how to produce a “test and learn” culture at your organization.
  2. Hear about unique ways to test and measure creative campaigns for target audiences.
  3. Learn how to leverage new technology to bring your creative to life.


Content like past webinars, attendee contact information and certain presentations are restricted. For access, contact esto@ustravel.org.