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RADICAL TRANSPARENCY
IN MEASURING MARKETING PERFORMANCE
19% 54.2%
OF TOTAL U.S. AD SPENDDIGITAL AD SPEND
2019FORECAST
“Attribution is something everyone knows they need
to have, but they don’t understand it…”
—Jeff Greenfield, C3 Metrics
WHY DO MARKETERS STRUGGLE TO
ADVANCE OUR ATTRIBUTION EFFORTS?
Lack of understanding
Lack of companywide buy-in
Difficulties in accessing the right data
Problems with technology integra...
ONE SIZE DOES NOT FIT ALL
WHAT TYPE OF ATTRIBUTION MODELING IS
BEST FOR MY COMPANY?
Digital Attribution
• Last-click
• First-click
• View-through
Digital Attribution
• Last-click
• First-click
• View-through
Multitouch Attribution
• Linear
• Position-based
• Time deca...
ONE SIZE DOES NOT FIT ALL
TEST
MEASURE
ADJUST
-$5 -$5 +$100
WHAT’S OUR RETURN ON AD SPEND?
-$5
+$100 +$100
-$5 -$5
+$100
-$5
$100/$5 = $20 ROAS $100/$5 = $20 ROAS
$100/$10 = $10 ROAS
WHICH OF THESE ADS GETS
THE CREDIT?
LAST-CLICK
FIRST-CLICK
ARTSCIENCETRACKING PLAN
Channel CampaignPlatform
www.nba.com/jazz/tickets/single-game?cid=jazz_social_twitter_natural_tixpush20190122
As a marketi...
Select a channel from
the drop-down menu.
Enter the name
of the campaign.
Enter the webpage
where customers
should land
Th...
Using various
platforms, we
capture large
amounts of website
data, including
these URL
parameters
These platforms
combine ...
Channel
Rev
TY
Rev
LY
Rev
YoY
Spend
TY
Spend
LY
Spend
YoY
Rev/Spend
TY
Rev/Spend
LY
Rev/Spend
YoY
Orders
TY
Direct/Other S...
Campaign
Rev
TY
Orders
TY
Orders
LY
AOS
TY
Tix
TY
Tix
LY
Custs
TY
jazz_email_market_2019.01.07_lakerspack_offer $24,428 70...
Social Platform
Rev
TY
Rev
LY
Rev
YoY
Orders
TY
Orders
LY
Orders
YoY
AOS
TY
AOS
LY
AOS
YoY
Tix
TY
Tix
LY
Tix
YoY
Custs
TY
...
Channel
Orders
TY
Orders
LY
Orders
YoY
AOS
TY
AOS
LY
AOS
YoY
Tix
TY
Tix
LY
Tix
YoY
Visitors
TY
Visitors
LY
Visitors
YoY
Di...
$4.71
$4.71
$7.45
$1.24
$0.17
$3.77
$2.88
$3.75
$0
$2
$4
$6
$8
CLICK/VIEW-THRU ROAS
Display
IP Targeting
KSL.com
Social
Di...
Determine the overall impact of each channel relative to others
Measure and test the performance of individual campaigns
I...
DOES IT HELP?
Online revenue
is up 78%YOY
Digital ad-spend
is down 49%YOY
Online revenue
is up 78%YOY
Digital ad-spend
is down 49%YOY
Return on ad-spend
is up 251%YOY
WHAT ARE THE KEY TAKEAWAYS?
Re-evaluate your current attribution methodology
Determine what you want it to do in the future
Identify what data and tec...
BE THE
RADICALLY TRANSPARENT
CHAMPION!!!
QUESTIONS?
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
Radical Transparency
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Radical Transparency

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Presentation by Bart Sharp, SVP of Marketing for the Utah Jazz, at Mastermind 2019. Bart is an experienced Senior Executive in the sports and hospitality industry with expertise in creating strong marketing, media and promotional strategies for the Utah Jazz and affiliates.

Learn more: 97thfloor.com

Published in: Marketing
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Radical Transparency

  1. 1. RADICAL TRANSPARENCY IN MEASURING MARKETING PERFORMANCE
  2. 2. 19% 54.2% OF TOTAL U.S. AD SPENDDIGITAL AD SPEND 2019FORECAST
  3. 3. “Attribution is something everyone knows they need to have, but they don’t understand it…” —Jeff Greenfield, C3 Metrics
  4. 4. WHY DO MARKETERS STRUGGLE TO ADVANCE OUR ATTRIBUTION EFFORTS?
  5. 5. Lack of understanding Lack of companywide buy-in Difficulties in accessing the right data Problems with technology integration Transparency and accuracy of reporting
  6. 6. ONE SIZE DOES NOT FIT ALL
  7. 7. WHAT TYPE OF ATTRIBUTION MODELING IS BEST FOR MY COMPANY?
  8. 8. Digital Attribution • Last-click • First-click • View-through
  9. 9. Digital Attribution • Last-click • First-click • View-through Multitouch Attribution • Linear • Position-based • Time decay • Algorithmic • Holistic
  10. 10. ONE SIZE DOES NOT FIT ALL
  11. 11. TEST MEASURE ADJUST
  12. 12. -$5 -$5 +$100
  13. 13. WHAT’S OUR RETURN ON AD SPEND?
  14. 14. -$5 +$100 +$100 -$5 -$5 +$100 -$5 $100/$5 = $20 ROAS $100/$5 = $20 ROAS $100/$10 = $10 ROAS
  15. 15. WHICH OF THESE ADS GETS THE CREDIT?
  16. 16. LAST-CLICK FIRST-CLICK
  17. 17. ARTSCIENCETRACKING PLAN
  18. 18. Channel CampaignPlatform www.nba.com/jazz/tickets/single-game?cid=jazz_social_twitter_natural_tixpush20190122 As a marketing department, we began including URL parameters on all digital ads. We do that so when a customer clicks and lands on our site, we’d know exactly how they got there.
  19. 19. Select a channel from the drop-down menu. Enter the name of the campaign. Enter the webpage where customers should land The tool spits out a link with all the needed parameters
  20. 20. Using various platforms, we capture large amounts of website data, including these URL parameters These platforms combine data across both Jazz and Ticketmaster websites, allowing us to track visitors from when they first click an ad, to when they make a purchase We put this website data into our data warehouse, where we link it together with marketing spend and sales data We then attribute spend, traffic, orders and revenue to the appropriate marketing channels and campaigns
  21. 21. Channel Rev TY Rev LY Rev YoY Spend TY Spend LY Spend YoY Rev/Spend TY Rev/Spend LY Rev/Spend YoY Orders TY Direct/Other Site $2,491,576 $2,018,071 23% 14,834 Search-Nat $1,660,727 $494,673 236% 9,631 Email $553,285 $158,568 249% 2,773 Search-Paid $128,495 $88,312 46% $20,450 $55,575 -56% $6.28 $1.59 295% 701 Social-Nat $124,183 $18,777 561% 671 Social-Paid $11,835 $6,689 77% $62,115 $33,970 130% $0.19 $0.20 -3% 147 App Push $9,843 $965 920% 68 Display $7,259 $10,610 -32% $3,524 $80,063 -95% $2.06 $0.13 1,455% 34 Grand Total $4,987,203 $2,796,663 78% $86,088 $169,608 -49% $57.93 $16.49 251% MARKETING SCORECARD
  22. 22. Campaign Rev TY Orders TY Orders LY AOS TY Tix TY Tix LY Custs TY jazz_email_market_2019.01.07_lakerspack_offer $24,428 70 0 $349 416 0 70 jazz_email_market_2018.11.28_holidaypacks_offer $24,189 99 0 $244 299 0 87 jazz_email_market_2018.11.15_tripledouble_offer $20,326 75 0 $271 533 0 67 jazz_email_market_2018.10.03_gssubscriber_offer $20,206 71 0 $285 244 0 70 jazz_email_market_2018.12.17_picktwo_offer $20,188 85 0 $238 264 0 76 jazz_email_market_2018.09.07_offer $16,710 96 0 $174 303 0 79 jazz_email_market_2018.11.26_cybermonday_offer $13,843 59 0 $235 212 0 55 jazz_email_market_2018.10.22_mem_offer $13,149 78 0 $169 320 0 76 jazz_email_market_2018.12.11_twopack_offer $12,992 51 0 $255 212 0 50 jazz_email_market_2018.10.12_bobblehead_offer $10,813 49 0 $221 223 0 41 jazz_email_market_2018.08.21_MiniPlans_offer $10,614 16 0 $663 210 0 17 jazz_email_market_2018.11.23_blackfriday_offer $10,405 48 0 $217 174 0 45 jazz_email_market_2018.10.15_gsw_offer $10,094 47 0 $215 130 0 47 jazz_email_market_2019.01.04_starwars_offer $9,329 76 0 $123 202 0 72 jazz_email_market_2018.11.05_games_offer $7,672 19 0 $404 70 0 20 jazz_email_market_2018.07.26_PreSeasonOnSale_offer $6,199 27 0 $230 113 0 20 jazz_email_market_2018.12.03_korverbeehive_offer $5,986 67 0 $89 198 0 67
  23. 23. Social Platform Rev TY Rev LY Rev YoY Orders TY Orders LY Orders YoY AOS TY AOS LY AOS YoY Tix TY Tix LY Tix YoY Custs TY Custs LY Custs YoY Visitors TY Visitors LY Visitors YoY Conv TY Conv LY Conv YoY Facebook $30,858 $5,951 419% 157 73 115% $197 $82 141% $30,858 506 182 178% 143 68 110% 130,141 27,871 367% 0.12% 0.26% Twitter $23,369 $5,299 341% 136 56 143% $172 $95 82% $23,369 419 152 176% 128 53 142% 52,379 28,323 85% 0.26% 0.20% Instagram $23,078 $1,820 1,168% 64 24 167% $361 $76 375% $23,078 345 62 456% 60 24 150% 57,136 11,851 382% 0.11% 0.20%
  24. 24. Channel Orders TY Orders LY Orders YoY AOS TY AOS LY AOS YoY Tix TY Tix LY Tix YoY Visitors TY Visitors LY Visitors YoY Direct/Other Site 14,834 16,009 -7% $168 $126 33% 39,480 37,329 6% 868,171 813,010 7% Search-Nat 9,631 3,501 175% $172 $141 22% 24,602 8,981 174% 552,034 300,281 84% Email 2,773 1,111 150% $200 $143 40% 8,891 2,960 200% 120,460 37,129 224% Search-Paid 701 789 -11% $183 $112 64% 1,994 1,856 7% 4,980 16,161 -69% Social-Nat 671 273 146% $185 $69 169% 2,095 582 260% 236,727 67,329 252% Social-Paid 147 79 85% $81 $84 -4% 343 189 81% 16,422 6,406 156% App Push 68 7 861% $146 $137 6% 203 13 1,460% 11,597 522 2,122% Display 34 93 -64% $215 $114 89% 94 211 -55% 2,357 6,514 -64% MARKETING SCORECARD
  25. 25. $4.71 $4.71 $7.45 $1.24 $0.17 $3.77 $2.88 $3.75 $0 $2 $4 $6 $8 CLICK/VIEW-THRU ROAS Display IP Targeting KSL.com Social Digital Video Paid Search SLTrib.com Grand Total 31.5% 26.3% 18.8% 15.8% 6.5% 0.6% 0.5% IMPRESSIONS
  26. 26. Determine the overall impact of each channel relative to others Measure and test the performance of individual campaigns Intelligently shift advertising spend across channels Allocate internal resources appropriately to areas of highest impact
  27. 27. DOES IT HELP?
  28. 28. Online revenue is up 78%YOY Digital ad-spend is down 49%YOY
  29. 29. Online revenue is up 78%YOY Digital ad-spend is down 49%YOY Return on ad-spend is up 251%YOY
  30. 30. WHAT ARE THE KEY TAKEAWAYS?
  31. 31. Re-evaluate your current attribution methodology Determine what you want it to do in the future Identify what data and technology is needed Identify who needs to be on-board to make it happen
  32. 32. BE THE RADICALLY TRANSPARENT CHAMPION!!!
  33. 33. QUESTIONS?

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