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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

    • WORLD WRESTLING ENTERTAINMENT
      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
      4
    • 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
      Pay-Per-View
      13 events annually
      Approximately 5+ million buys
      Music
      Original releases
      iTunes, Amazon.com
      Consumer Products
      200+ Licensing Partners
      Global partnership with Mattel
      23 books on NY Times Best Seller List
      WWE.com
      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
      5
    • 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
      6
    • Build Campaigns from the Consumer’s Point of View
      Optimize
      Recognize
      Measure
      Personalize
      Deliver
      Create
      7
    • 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
      Goals
      • 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
      25
    • 26
    • Thank You!