How WWE Uses Customer Insights To Drive Higher ROI Online

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How WWE Uses Customer Insights To Drive Higher ROI Online

  1. 1. WORLD WRESTLING ENTERTAINMENT<br />Acxiom Retargeting Campaign<br />John Bancroft, VP eCommerce and Retail Marketing <br />Bill Burkart, VP Agency Services, Acxiom<br />
  2. 2. 2<br />Who Is WWE?<br /><ul><li>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
  3. 3. Known primarily for Raw and SmackDown, reaching 13 million viewers in the U.S. alone</li></li></ul><li>3<br />
  4. 4. Who Is WWE?<br /><ul><li>Annual revenue is $477 million (2010)
  5. 5. Four core business areas</li></ul>Live Events and Televised Entertainment<br /> Consumer Products<br /> Digital Media<br /> WWE Studios<br />4<br />
  6. 6. Multi-Platform Global Entertainment Company<br />140 Superstars and Divas Under Contract<br />Television Programming<br />145 Countries / 30 Languages<br />14 million viewers / week (U.S.)<br />7 hours of original programming/week<br />WWE Events<br />6 shows per week <br />300+events annually<br />Pay-Per-View<br />13 events annually<br />Approximately 5+ million buys<br />Music<br />Original releases<br />iTunes, Amazon.com<br /> Consumer Products<br /> 200+ Licensing Partners<br /> Global partnership with Mattel<br /> 23 books on NY Times Best Seller List<br />WWE.com<br />12.7 million unique visitors/month<br />376.9 million page views/month<br />210k orders / year<br />Home Video<br />30 DVD releases annually<br />100+ titles in catalog<br /> WWE Magazine<br />5.3+ million readers<br />WWE Studios<br />Slate of 9 films<br />WWE Mobile<br />1.4 billion global subscribers<br />WWE Kids (Magazine; Website)<br />650,000 audience<br />5<br />
  7. 7. Recognized Leader Delivering the Power of Scale<br /><ul><li>We serve 5,700 clients in 40 countries, 20 languages and actively manage 350 of the largest 500 marketing ecosystems worldwide
  8. 8. Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age
  9. 9. Named No. 2 in “World’s Top CRM / Direct Marketing Agencies,” Ad Age
  10. 10. No. 9 in the “World’s Top 50 Agency Companies,” Ad Age</li></ul>6<br />
  11. 11. Build Campaigns from the Consumer’s Point of View<br />Optimize<br />Recognize<br />Measure<br />Personalize<br />Deliver<br />Create<br />7<br />
  12. 12. 8<br />Business Opportunity<br /><ul><li>Transform WWEShop.com from passive ecommerce into a major revenue generator
  13. 13. Evolve from a traditional “2000s” site into a vehicle leveraging consumer insights and behaviors
  14. 14. Maximize financial potential while progressively reducing cost per sale</li></li></ul><li>9<br />Goals<br /><ul><li>Magnify the financial power of WWEShop.com and impact on bottom line
  15. 15. Drive incremental orders and sales of WWE merchandise
  16. 16. Generate learnings on efficacy of creative units</li></ul>Meet or exceed a 5x Return on Ad Spend<br />
  17. 17. 10<br />AchievingThese Objectives<br /><ul><li>Built a foundation of consumer insights through Personicx® LifeStage
  18. 18. Utilized those insights to drive incremental orders through a pilot plan to test the financial return by using site retargeting
  19. 19. Confirm revenue lift by creating ad exposure test and control groups</li></li></ul><li>11<br />Understand WWE’s Online Audience<br /><ul><li>We took a behavioral view of who is visiting the site and interacting with product offers
  20. 20. Seeded paid media traffic by targeting top-indexing Personicx LifeStage clusters
  21. 21. Buy audiences, not certain sites or sponsorships</li></ul>Over-indexing Personicx LifeStage segments on WWE.com as measured by comScore, July 2011<br />
  22. 22. 12<br />Who Are These Top WWE.com Visitors?<br /><ul><li>Two segments below over-index for WWE.com site visits
  23. 23. What do they have in common?
  24. 24. No Kids, Suburban dwellers
  25. 25. How are they different?
  26. 26. Marriage, Home ownership, Income and Net Worth</li></li></ul><li>13<br />Audience Segmentation or On-Site Behavior?<br /><ul><li>We discovered that we needed to cast a broader net and focus on behavior, not consumer segment
  27. 27. Focus on prospects who self-qualify for re-messaging because they have visited product pages
  28. 28. Amplify sales potential against WWE.com paid and organic traffic by remarketing to non-purchasers via retargeted media
  29. 29. Capture visitors into our ecommerce net
  30. 30. Filter for consumers who have exhibited buying signals</li></li></ul><li>14<br />What Is Retargeting?<br /><ul><li>A means to address prospects who have visited your site, but have not converted
  31. 31. 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
  32. 32. The presence of that cookie allows marketers to buy display inventory against those visitors across a wide range of ad networks and DSPs</li></li></ul><li>15<br /><ul><li>U.S. Marketers using retargeting have grown from 17% in May 2010 to 22% in December 2010, Source: AudienceScience / Emarketer Dec 2010</li></li></ul><li>16<br />How to Build a Retargeting Campaign in Seven Easy Steps<br />Step 1<br />Consumer comes to the WWE.com site via organic traffic or paid media<br />Step 2<br />Consumer browses site or refines visit to a get detail on a product <br />
  33. 33. How to Build a Retargeting Campaign in Seven Easy Steps<br />Step 3As consumer arrives on product page, a 1x1 pixel (invisible image file) opens, alongside visible site content<br />+ 1x1 pixel<br />Step 4Presence of 1x1 tracking image triggers the consumer Web browser to record the visit and details about product search in a browser cookie<br />Cookies are widely used in storing login IDs, user's preferences, or shopping cart contents<br />
  34. 34. 18<br />How to Build a Retargeting Campaign in Seven Easy Steps<br />Step 5<br />Acxiom and our media partners can detect browser cookies of past online window shoppers and buy these audiences through real time media bidding<br />Step 6<br />As consumers travel the Web, we get a second chance to message to them<br />Better yet, use creative speaking directly to their product interest<br />
  35. 35. 19<br />How to Build a Retargeting Campaign in Seven Easy Steps<br />Step 7<br />If a consumer responds to re-targeting display unit and purchases on WWEshop.com, another browser cookie is set noting the conversion<br />This already converted consumer is removed from the media campaign<br />
  36. 36. 20<br />Pages Visited Relates to What You See<br /><ul><li>Search for WWE shirt
  37. 37. WWE shirt creative</li></li></ul><li>21<br />Pages Visited Relates to What You See<br /><ul><li>Purchase
  38. 38. Exclusion from display remarketing</li></li></ul><li>22<br />Measuring Ad Impact and Sales Lift<br /><ul><li>Search for WWE DVDs
  39. 39. Control group PSA message</li></li></ul><li>23<br />Where You Went Relates to What You See<br /><ul><li>Purchase at later date?
  40. 40. Tracked to measure exposed and control populations to prove out return on ad spend </li></li></ul><li>24<br />Results and ROI for WWE<br /><ul><li>30,749 total orders and $1,606,289 generated in revenue
  41. 41. This excludes sales data from Monday and Friday broadcast night site traffic spikes
  42. 42. 3x+ increase in retargeting average CTR with dynamic creative
  43. 43. $52+ average order </li></ul>We bodyslammed our 5x ROAS goal into<br /> a 13x Return on Ad Spend<br />
  44. 44. Challenges<br />25<br />
  45. 45. 26<br />
  46. 46. Thank You!<br />

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