South Australian Tourism Commission quantifies the impact of its SBS BVOD campaign with InfoSum’s Private Path
Goal
Measure how effective SBS’s BVOD campaign was at driving visitation to South Australia, while ensuring data privacy for both public bodies and their partners.
Challenge
South Australian Tourism Commission, SBS, and Merkle needed to prove campaign ROI using Azira’s location data without sharing or centralizing PII, meeting strict privacy and compliance standards
Solution
SBS and Azira connected their exposure and visitation data via InfoSum’s clean room. Private Path replaced all PII with synthetic IDs, enabling secure analysis of exposed vs. control groups. Azira then measured visitation uplift across 342 hotspots and provided audience insights. Data never moved or exposed raw identifiers, ensuring privacy and security for all parties.
Results
This measurement exercise unveiled the success of the campaign across 342 travel hotspot locations delivering a 42% lift in visitation to South Australia. Azira also provided an audience report to better understand the characteristics of campaign-driven visitors.
