Tracking Response

OCEAN becomes the central bank for campaign responses from all sources. Because procedures have been put in place to channel all contact information into the OCEAN database, responses can be tracked from each advertisement on a real-time basis. If certain standards aren't met, media that isn't performing up to expectations can be quickly changed. Armed with OCEAN's evidence, free advertising can be solicited from media that is performing poorly. Particular ads can also be removed entirely, increasing the commitment to media that is performing successfully. This is especially valuable with the shorter lead-times associated with online media. On a year-to-year basis, the system also allows print advertising (with longer lead-times) to become progressively more effective. OCEAN provides firm answers to the inevitable questions about the effectiveness of spending money to promote tourism, and about the value of using specific kinds of advertising.