A few reasons why Wine Associations need better information on the business outcomes of their members and region.

1. , Died 1922

2. Confidential - 29 October 2018
It’s 2020, Not 1922. We Now Live In a Data Economy
Ads Actions Outcomes
*The best and most effective marketers measure and optimize everything.
*They know or can make accurate estimates of the exact impact of each one of their
programs.

3. Confidential - 29 October 2018
“The NUMBER ONE MEASURE of success for an
association is bringing a qualified visitor to your area
--but it’s a competitive landscape.”
--Sonoma County Wine Road Board Member
Which Destinations Will Win Market Share?

4. Confidential - 29 October 2018
The Best At The Market, Measure, Learn Loop
Run
Campaign
Market
Plan
Market

5. DATA IS GOLD
**Modern marketers are not valued based
on pure quantity of leads generated (e.g.
web site hits), they are evaluated based on
their contribution to business closed
(conversions).
Old World:
LEAD GENERATION ONLY
-Marketing program name
-Marketing spend by program
-Web visit/social data
-Anecdotal information from wineries
New World:
-Visitor data by date/time
-Visitor data by geography/location
-Visitor data size of winery
-Visitor data price tier
-Club participation data by date/time
-Club participation geography/location
-Club participation data size of winery
-Club participation data price tier-Tasting
data
ACTUAL CONVERSIONS
-Marketing program name
-Marketing spend by program
-Web visit data
-Sales by date/time
-Sales by geography/location
-Sales by size of winery
-Sales by price tier
-Comparison and benchmarking by region
-Comparison and benchmarking by avg
performance
-Comparison and benchmarking by YoY

6. Other Destination
Marketing Orgs Have
This Information - Why
Not Wine?