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How WWE Uses Customer Insights To Drive Higher ROI Online

How WWE Uses Customer Insights To Drive Higher ROI Online






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    How WWE Uses Customer Insights To Drive Higher ROI Online How WWE Uses Customer Insights To Drive Higher ROI Online Presentation Transcript

      Acxiom Retargeting Campaign
      John Bancroft, VP eCommerce and Retail Marketing
      Bill Burkart, VP Agency Services, Acxiom
    • 2
      Who Is WWE?
      • WWE, Inc. (NYSE: WWE) is a publicly traded entertainment company, currently the largest professional wrestling company in the world, broadcasting in 30 languages to more than 145 countries across the world
      • Known primarily for Raw and SmackDown, reaching 13 million viewers in the U.S. alone
    • 3
    • Who Is WWE?
      • Annual revenue is $477 million (2010)
      • Four core business areas
      Live Events and Televised Entertainment
      Consumer Products
      Digital Media
      WWE Studios
    • Multi-Platform Global Entertainment Company
      140 Superstars and Divas Under Contract
      Television Programming
      145 Countries / 30 Languages
      14 million viewers / week (U.S.)
      7 hours of original programming/week
      WWE Events
      6 shows per week
      300+events annually
      13 events annually
      Approximately 5+ million buys
      Original releases
      iTunes, Amazon.com
      Consumer Products
      200+ Licensing Partners
      Global partnership with Mattel
      23 books on NY Times Best Seller List
      12.7 million unique visitors/month
      376.9 million page views/month
      210k orders / year
      Home Video
      30 DVD releases annually
      100+ titles in catalog
      WWE Magazine
      5.3+ million readers
      WWE Studios
      Slate of 9 films
      WWE Mobile
      1.4 billion global subscribers
      WWE Kids (Magazine; Website)
      650,000 audience
    • Recognized Leader Delivering the Power of Scale
      • We serve 5,700 clients in 40 countries, 20 languages and actively manage 350 of the largest 500 marketing ecosystems worldwide
      • Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age
      • Named No. 2 in “World’s Top CRM / Direct Marketing Agencies,” Ad Age
      • No. 9 in the “World’s Top 50 Agency Companies,” Ad Age
    • Build Campaigns from the Consumer’s Point of View
    • 8
      Business Opportunity
      • Transform WWEShop.com from passive ecommerce into a major revenue generator
      • Evolve from a traditional “2000s” site into a vehicle leveraging consumer insights and behaviors
      • Maximize financial potential while progressively reducing cost per sale
    • 9
      • Magnify the financial power of WWEShop.com and impact on bottom line
      • Drive incremental orders and sales of WWE merchandise
      • Generate learnings on efficacy of creative units
      Meet or exceed a 5x Return on Ad Spend
    • 10
      AchievingThese Objectives
      • Built a foundation of consumer insights through Personicx® LifeStage
      • Utilized those insights to drive incremental orders through a pilot plan to test the financial return by using site retargeting
      • Confirm revenue lift by creating ad exposure test and control groups
    • 11
      Understand WWE’s Online Audience
      • We took a behavioral view of who is visiting the site and interacting with product offers
      • Seeded paid media traffic by targeting top-indexing Personicx LifeStage clusters
      • Buy audiences, not certain sites or sponsorships
      Over-indexing Personicx LifeStage segments on WWE.com as measured by comScore, July 2011
    • 12
      Who Are These Top WWE.com Visitors?
      • Two segments below over-index for WWE.com site visits
      • What do they have in common?
      • No Kids, Suburban dwellers
      • How are they different?
      • Marriage, Home ownership, Income and Net Worth
    • 13
      Audience Segmentation or On-Site Behavior?
      • We discovered that we needed to cast a broader net and focus on behavior, not consumer segment
      • Focus on prospects who self-qualify for re-messaging because they have visited product pages
      • Amplify sales potential against WWE.com paid and organic traffic by remarketing to non-purchasers via retargeted media
      • Capture visitors into our ecommerce net
      • Filter for consumers who have exhibited buying signals
    • 14
      What Is Retargeting?
      • A means to address prospects who have visited your site, but have not converted
      • A small image file and piece of code is placed on a marketer’s site which sets a cookie on a consumer’s Web browser denoting a site visit
      • The presence of that cookie allows marketers to buy display inventory against those visitors across a wide range of ad networks and DSPs
    • 15
      • U.S. Marketers using retargeting have grown from 17% in May 2010 to 22% in December 2010, Source: AudienceScience / Emarketer Dec 2010
    • 16
      How to Build a Retargeting Campaign in Seven Easy Steps
      Step 1
      Consumer comes to the WWE.com site via organic traffic or paid media
      Step 2
      Consumer browses site or refines visit to a get detail on a product
    • How to Build a Retargeting Campaign in Seven Easy Steps
      Step 3As consumer arrives on product page, a 1x1 pixel (invisible image file) opens, alongside visible site content
      + 1x1 pixel
      Step 4Presence of 1x1 tracking image triggers the consumer Web browser to record the visit and details about product search in a browser cookie
      Cookies are widely used in storing login IDs, user's preferences, or shopping cart contents
    • 18
      How to Build a Retargeting Campaign in Seven Easy Steps
      Step 5
      Acxiom and our media partners can detect browser cookies of past online window shoppers and buy these audiences through real time media bidding
      Step 6
      As consumers travel the Web, we get a second chance to message to them
      Better yet, use creative speaking directly to their product interest
    • 19
      How to Build a Retargeting Campaign in Seven Easy Steps
      Step 7
      If a consumer responds to re-targeting display unit and purchases on WWEshop.com, another browser cookie is set noting the conversion
      This already converted consumer is removed from the media campaign
    • 20
      Pages Visited Relates to What You See
      • Search for WWE shirt
      • WWE shirt creative
    • 21
      Pages Visited Relates to What You See
      • Purchase
      • Exclusion from display remarketing
    • 22
      Measuring Ad Impact and Sales Lift
      • Search for WWE DVDs
      • Control group PSA message
    • 23
      Where You Went Relates to What You See
      • Purchase at later date?
      • Tracked to measure exposed and control populations to prove out return on ad spend
    • 24
      Results and ROI for WWE
      • 30,749 total orders and $1,606,289 generated in revenue
      • This excludes sales data from Monday and Friday broadcast night site traffic spikes
      • 3x+ increase in retargeting average CTR with dynamic creative
      • $52+ average order
      We bodyslammed our 5x ROAS goal into
      a 13x Return on Ad Spend
    • Challenges
    • 26
    • Thank You!