Carol Johnson

Senior Principal Client Partner TripAdvisor

Carol Johnson is a destination marketing leader at Tripadvisor, specializing in data-driven campaigns and innovative digital strategies that help travel partners grow and connect with the right audiences. With deep expertise in marketing communications and new media, Carol crafts tailored solutions that boost brand visibility and engagement.

Her work is defined by a commitment to stewardship, storytelling, and results—building successful, collaborative partnerships that elevate destinations worldwide.

4:25 PM CASE STUDY CO-PRESENTATION: Proving the Impact: Cracking the Code on DMO Attribution and ROI

Destination Marketing Organizations (DMOs) have long faced a fundamental challenge: how to clearly attribute marketing spend to measurable visitor outcomes and economic impact. In this session, Tripadvisor and a partner DMO unpack a real-world case study that leveraged advanced attribution models, data partnerships, and cross-channel tracking to finally connect the dots between destination marketing and actual ROI. Discover how new technologies and smarter strategies are enabling DMOs to defend budgets, drive visitation, and make data-backed decisions with confidence.

Aligning cross-platform data sources—from Tripadvisor intent signals to paid media metrics—to create a unified attribution framework.
Connecting the dots between upper-funnel engagement and actual visitation using real-time traveler behavior and geolocation insights.
Demonstrating ROI to stakeholders by translating campaign outcomes into economic impact and actionable reporting dashboards.

Check out the incredible speaker line-up to see who will be joining Carol.

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