The Aruba Tourism Authority implemented Seeketing's tracking and analytics solution to evaluate the profitability of two major festivals on the island. Seeketing placed nodes around the island to capture mobile device signals and track visitor behavior and routes across online and offline channels. This data allowed ATA to determine that the festivals did not generate as many visitors or as much value as projected, and helped them understand visitor interests to better allocate marketing investments. ATA concluded that Seeketing provided insights to identify productive versus unproductive activities and optimize tourism marketing efforts in Aruba.