Traditional measurement and analytics solutions are no longer enough to accomplish these goals, so some forward-thinking destinations are updating their digital KPIs. Part of the shift to more accurate and effective methods is a move away from traditional metrics such as website visits, impression levels, click-through rates, social media interactions, and the typical post-campaign online survey of 5,000 travelers, none of which pass the scrutiny of lawmakers and stakeholders who determine the marketing budgets of destinations. Instead, DMOs should capitalize on real-time data, which offers greater insights into travel behavior and helps link digital campaigns to actual revenue, allowing marketers to more confidently defend their budgets. Get the full story at Tnooz