October 28, 2025 - October 28, 2025
Webinar Date: Tuesday, October 28, 2025
Time: 2:00 PM Eastern Time
Location: Online (Free Registration Required)
Transforming Data & Insights into Advertising Success for 2026
As 2025 winds down, DMOs are facing a fast-changing landscape — economic pressures, shifting traveler behaviors, and new sector realities. The difference between campaigns that stall and those that soar comes down to how well you can turn those realities into strategy.
In this session, Datafy’s Anna Blount, Matt Wakefield, and Kari Hoffman will share how leading destinations are using insights to drive smarter, more effective campaigns.
- Anna Blount, Vice President of Industry Research at Datafy, will set the stage with the latest macroeconomic and travel trends shaping demand.
- Matt Wakefield, Chief Marketing and Data Officer at Visit Tacoma–Pierce County, will reveal the advertising strategies he’s using to turn challenges into campaign wins — including how Tacoma-specific insights fuel his goals and actions.
- Kari Hoffman, Senior Director of Strategy & Insights at Datafy, will connect the dots across the campaign cycle, showing how to plan smarter, optimize mid-flight, and leverage wrap-up reporting to inform what comes next.
Expect candid insights, lessons learned, and takeaways you can use in your next Monday morning meeting. Learn how to finish out 2025 with strength — and roll into 2026 powered by data-driven strategic ad insights.
Drawing on a recent case study on how Visit Orlando leveraged passion-driven segmentation to identify untapped visitor segments, we’ll walk through the research process, introduce the resulting traveler segments, and dive deep into one high-opportunity audience. Attendees will learn tips for activating segmentation across departments, discover how insights have been applied post-study, and leave with actionable ideas to ensure research leads to measurable impact. This presentation is ideal for marketers, strategists, and tourism professionals looking to elevate their outreach with data-driven precision.
🗓️ Date: Tuesday, October 28, 2025
🕒 Time: 2:00pm ET
🎤 Presenters:
- Anna Blount, Vice President of Industry Research — Datafy
- Kari Hoffman, Senior Director of Strategy & Insights — Datafy
- Matt Wakefield, Chief Marketing and Data Officer — Visit Tacoma–Pierce County
PRESENTERS:
Anna Blount
Vice President of Industry Research — Datafy
With more than 15 years in market research and industry leadership, Anna integrates diverse methodologies and data to drive strategic decision-making in travel and tourism. At Datafy, she bridges data science, customer experience, and executive strategy to maximize client value. She specializes in innovative research that enhances DMO planning and advocacy, ensuring Datafy stays ahead of market needs. Previously, Anna served as VP of Research at Longwoods International and led research at MMGY Global. She is currently serving her second term on the TTRA Board of Directors. Anna holds a Bachelor’s degree from the University of South Florida and Master’s degrees from University College London and the University of Westminster.
Kari Hoffman
Senior Director of Strategy & Insights — Datafy
Kari Hoffman supports destination clients with comprehensive market analysis, media planning, and target audience strategies to align their data and marketing efforts. With over 15 years of agency experience, she brings deep expertise in digital marketing, analytics, and strategy for the travel and ski industries. She holds a Bachelor of Science in Marketing from Plattsburgh State University.
Matt Wakefield
Chief Marketing and Data Officer — Visit Tacoma–Pierce County
A storyteller turned numbers guy, Matt has helped guide Visit Tacoma–Pierce County into a data-driven era focused on accountability and transparency. His work demonstrates how DMOs can move from soft metrics to measurable outcomes that earn trust and secure long-term sustainability. Matt has shared his insights at major tourism and marketing conferences on the power of clarity, measurement, and results in destination marketing.
About Datafy
Datafy is a leading destination intelligence company that helps DMOs, attractions, and travel brands transform data into smarter marketing and strategic decisions. By integrating privacy-compliant mobility data, demographic insights, and real-time visitation analytics, Datafy reveals how visitors move, spend, and engage. Clients partner with Datafy to understand traveler behavior, optimize campaigns, measure ROI, and strengthen community impact—all powered by transparent, actionable insights designed for the tourism industry.