ESTO conference speaker badgeOne of the biggest challenges for destination marketing organizations (DMOs) is the issue of measurement.

The most significant problem is how to go beyond individual program measurements, like the number of opens per email newsletter, to assess a DMO’s overall effectiveness through the number of room nights generated, the amount of revenue generated, and the return on the invested capital.

Carl Ribaudo, President of Strategic Marketing Group, has developed strategies to address those specific challenges, working with DMOs throughout the state of California to improve their effectiveness by using data to drive marketing decisions.

He was invited to the U.S. Travel Association’s 2014 Educational Seminar for Tourism Organizations (ESTO) to participate in a presentation on measurement strategies. The session, Having Faith in the Facts: An Honest Conversation about Travel Marketing Measurement Strategies, will be moderated by James Hagen, Secretary of Tourism for South Dakota’s Department of Tourism and will also feature Steve Parker, Jr, CEO and Cofounder of Levelwing.

“It’s an honor to be asked to speak at the ESTO conference, one of the leading tourism conferences in the country,” noted Ribaudo. “I look forward to sharing my ideas on measurement and marketing strategy.”

The session aims to help tourism executives understand the meaning behind measurement, learn strategies to measure online and offline initiatives through any channel, and use insights gained from digital measurement to enact operational change across all business units.

ESTO will be held August 24-26, 2014 in Louisville, Kentucky. For more information on ESTO and this year’s forum, visit