Smarketing: How to Optimize Your Marketing With Data & Analytics

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Whether you are in charge of production, budgeting, or event marketing, this session will give you the insight to take advantage of all the big data you collect. With the increasing number of marketing tools and analytical resources, now is the best time to understand how you can leverage these tools and increase event attendance. Learn how to build the foundation for your marketing, set yourself up for success to track your various marketing channels, and make smarter marketing decisions. Tamara Mendelsohn will show you how to create an editorial calendar, collect the most useful attendee data at the right time, create informative reports, and understand how social media is impacting your events, all to help you make better decisions and drive more revenue.

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  • Smarketing: How to Optimize Your Marketing With Data & Analytics

    1. 1. Smarketing: How to optimize your marketing with data Tamara Mendelsohn @tmendelsohn #ELEVATENYC
    2. 2. Eat your veggies
    3. 3. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
    4. 4. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
    5. 5. Average lifecycle of a fundraiser
    6. 6. At what point has an event sold 1/2 of its tickets?
    7. 7. Set a goal
    8. 8. Create a marketing calendar • 88% of fundraisers sent invites when tickets go on sale, but more than half stop after that • Over 50% of nonprofits say that frontloading ticket sales is important to them.
    9. 9. Track your progress
    10. 10. Correlation vs. Causation • 64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics. • Of those who didn’t meet their their goals, only 43% logged in daily.
    11. 11. Think of ways to drive sales early 20% off
    12. 12. Sales cycle Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Elevate Sales by Week 3 Days Early bird sale Partner Promotion Procrastinators
    13. 13. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
    14. 14. Gather data • Who does my event appeal to? • How do I reach them? • What’s working?
    15. 15. Gather data
    16. 16. Use tracking links
    17. 17. How did you hear about this event?
    18. 18. How did you hear about this event?
    19. 19. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
    20. 20. #1 Think about where traffic is coming from
    21. 21. #2 Optimize for conversion
    22. 22. #2 Optimize for conversion • Think above the fold
    23. 23. #2 Optimize for conversion • Think above the fold • Make each field earn its keep
    24. 24. #2 Optimize for conversion • Think above the fold • Make each field work for its place • Consider load times
    25. 25. We sped up registration page load time by ~500 ms and increased conversion by 3%.
    26. 26. 1 second delay in page response = 7% decrease in conversion
    27. 27. Some awesome tools • http://gtmetrix.com/ • http://tools.pingdom.com/fpt/ • https://developers.google.com/speed/pagespeed/insights • Firebug (Firefox add-on) • Chrome developer tools ((under View menu, Developer/Developer Tools)
    28. 28. #2 Optimize for conversion • Think above the fold • Make each field work for its place • Consider load times • Think mobile-minded
    29. 29. Over 20% of traffic to Eventbrite comes from mobile
    30. 30. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
    31. 31. Traffic Sources to Eventbrite in January 2008
    32. 32. One attendee: 262 friends* Potential reach: 68,600 friends *Average number of Facebook friends per user in 2012. Source: Arbitron: Edison Research
    33. 33. $4.15Increase in revenue
    34. 34. pre- purchase 40%post- purchase 60% The motivation to share is higher once the purchase has been made. When the event was shared
    35. 35. A post-purchase share on Facebook drives 20% more ticket sales per share than a pre-purchase share. A post-purchase share is more impactful.
    36. 36. 40% open rate 30% click rate
    37. 37. Agenda @twitter_handle #ELEVATENYC •Timing is everything •Data doesn’t grow on trees •Think like Amazon.com •Make social work for you
    38. 38. Eat your veggies
    39. 39. Tamara Mendelsohn @tmendelsohn #ELEVATENYC Thank you!
    40. 40. Write down: @twitter_handle #ELEVATENYC • 1 thing you already knew you should be doing • 1 thing you’ll do differently as a result of today • 2 things to learn more about • How do you use data today? • What data do you track and how do you use it? • What are your best practices? Discuss:

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