Smarketing: How to Optimize Your Marketing With Data & Analytics
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Whether you are in charge of production, budgeting, or event marketing, this session will give you the insight to take advantage of all the big data you collect. With the increasing number of marketing tools and analytical resources, now is the best time to understand how you can leverage these tools and increase event attendance. Learn how to build the foundation for your marketing, set yourself up for success to track your various marketing channels, and make smarter marketing decisions. Tamara Mendelsohn will show you how to create an editorial calendar, collect the most useful attendee data at the right time, create informative reports, and understand how social media is impacting your events, all to help you make better decisions and drive more revenue.
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Smarketing: How to Optimize Your Marketing With Data & Analytics
- 1. Smarketing: How to optimize your marketing with data Tamara Mendelsohn @tmendelsohn #ELEVATENYC
- 3. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
- 4. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
- 5. Average lifecycle of a fundraiser
- 6. At what point has an event sold 1/2 of its tickets?
- 7. Set a goal
- 8. Create a marketing calendar • 88% of fundraisers sent invites when tickets go on sale, but more than half stop after that • Over 50% of nonprofits say that frontloading ticket sales is important to them.
- 10. Correlation vs. Causation • 64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics. • Of those who didn’t meet their their goals, only 43% logged in daily.
- 11. Think of ways to drive sales early 20% off
- 12. Sales cycle Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Elevate Sales by Week 3 Days Early bird sale Partner Promotion Procrastinators
- 13. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
- 14. Gather data • Who does my event appeal to? • How do I reach them? • What’s working?
- 15. Gather data
- 20. How did you hear about this event?
- 21. How did you hear about this event?
- 22. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
- 23. #1 Think about where traffic is coming from
- 27. #2 Optimize for conversion
- 28. #2 Optimize for conversion • Think above the fold
- 32. #2 Optimize for conversion • Think above the fold • Make each field earn its keep
- 34. #2 Optimize for conversion • Think above the fold • Make each field work for its place • Consider load times
- 35. We sped up registration page load time by ~500 ms and increased conversion by 3%.
- 36. 1 second delay in page response = 7% decrease in conversion
- 37. Some awesome tools • http://gtmetrix.com/ • http://tools.pingdom.com/fpt/ • https://developers.google.com/speed/pagespeed/insights • Firebug (Firefox add-on) • Chrome developer tools ((under View menu, Developer/Developer Tools)
- 38. #2 Optimize for conversion • Think above the fold • Make each field work for its place • Consider load times • Think mobile-minded
- 39. Over 20% of traffic to Eventbrite comes from mobile
- 40. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
- 41. Traffic Sources to Eventbrite in January 2008
- 47. One attendee: 262 friends* Potential reach: 68,600 friends *Average number of Facebook friends per user in 2012. Source: Arbitron: Edison Research
- 49. pre- purchase 40%post- purchase 60% The motivation to share is higher once the purchase has been made. When the event was shared
- 50. A post-purchase share on Facebook drives 20% more ticket sales per share than a pre-purchase share. A post-purchase share is more impactful.
- 52. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
- 53. Eat your veggies
- 55. Write down: @twitter_handle #ELEVATENYC • 1 thing you already knew you should be doing • 1 thing you’ll do differently as a result of today • 2 things to learn more about • How do you use data today? • What data do you track and how do you use it? • What are your best practices? Discuss:
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