Grand Ole Opry
Retargeting Case Study
The Challenge
Targeting and Measurability
The Show That Made Country Music Famous
The Challenge
The Solution
What is Retargeting?
Targeted advertising based on customer’s past actions.
Remember: In order to RE-target, you must firs...
Grand Ole Opry Tactics
 Opry.com visitors
 Email Openers
 Affiliate website visitors
 Searchers
 Social Media Users
And the Retargeting
 Facebook
 WorldWide Web!
How DoYou Track All This?
The Results
 AWhole Host of Metrics (IMP, Clicks, Conversions) Across AWhole Host of Dimensions
(Ads, Sites, Campaign,Tac...
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Retargeting The Grand Ole Opry

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Ben and Sarah's presentation from Vest Advertising for the Integrated Communications Summit in Louisville, Ky.

Published in: Business, Technology
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Retargeting The Grand Ole Opry

  1. 1. Grand Ole Opry Retargeting Case Study
  2. 2. The Challenge
  3. 3. Targeting and Measurability
  4. 4. The Show That Made Country Music Famous
  5. 5. The Challenge
  6. 6. The Solution
  7. 7. What is Retargeting? Targeted advertising based on customer’s past actions. Remember: In order to RE-target, you must first target! Diagram courtesy: ReTargeter.com
  8. 8. Grand Ole Opry Tactics  Opry.com visitors  Email Openers  Affiliate website visitors  Searchers  Social Media Users
  9. 9. And the Retargeting  Facebook  WorldWide Web!
  10. 10. How DoYou Track All This?
  11. 11. The Results  AWhole Host of Metrics (IMP, Clicks, Conversions) Across AWhole Host of Dimensions (Ads, Sites, Campaign,Tactic, Keyword, Email List,WebsiteVisitor Segments)  602% ROI for lifetime of program (ticket sales/ad spend)  65%VT attribution and 100% CT attribution with 14 day look back  2,230% ROI for Opry.com and Affiliate Retargeting to Facebook  930% ROI for Opry.com Retargeting toWWW  494% ROI for Affiliate Retargeting toWWW  51% of revenue is generated in less than 1 day from last action. 83% in less than 7 days.  Top 10 Converting Sites Besides Facebook  YouTube,Yelp,Travelocity, NBC News,Weather.com, Drudge, eBay, Zillow,Accuweather, Yahoo
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