Data-Driven Marketing Strategy: A Six Flags Case Study
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As personalization becomes a key component of a successful campaign and marketers are increasingly being asked to prove the effectiveness and ROI of their decisions, data and insights have taken a central role in the development of marketing strategy. Presented by James Geiser, Corporate Vice President of Marketing and Sales for Six Flags Entertainment, and Matt Powell, Chief Integrated Media Officer for Moroch, at the American Marketing Association on May 17, 2017.
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Data-Driven Marketing Strategy: A Six Flags Case Study
- 3. Confidential and/or Proprietary ‐ Do Not Redistribute3 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Five Best Practices • Q&A AGENDA
- 4. Confidential and/or Proprietary ‐ Do Not Redistribute4 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Five Best Practices • Q&A AGENDA
- 6. Confidential and/or Proprietary ‐ Do Not Redistribute6 “If you aren’t interested in a more science-based approach to marketing, ponder this: your competitors probably are.” -Lamar Stephens, Forrester
- 8. Confidential and/or Proprietary ‐ Do Not Redistribute8 Data‐driven marketing… refers to the marketing insights and decisions that arise from a constant analysis of data about or from consumers.
- 9. Confidential and/or Proprietary - Do Not Redistribute Vs.
- 13. Confidential and/or Proprietary ‐ Do Not Redistribute13 Drowning in Data, but Thirsty for Knowledge.
- 14. Confidential and/or Proprietary ‐ Do Not Redistribute14 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Four Best Practices • Q&A AGENDA
- 15. Confidential and/or Proprietary ‐ Do Not Redistribute15 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Four Best Practices • Q&A AGENDA
- 19. Confidential and/or Proprietary ‐ Do Not Redistribute19 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Five Best Practices • Q&A AGENDA
- 20. Confidential and/or Proprietary ‐ Do Not Redistribute20 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Five Best Practices • Q&A AGENDA
- 21. Confidential and/or Proprietary ‐ Do Not Redistribute DIFFERENT CHALLENGES, DIFFERENT POSSIBILITIES
- 22. Confidential and/or Proprietary ‐ Do Not Redistribute DIFFERENT CHALLENGES, DIFFERENT POSSIBILITIES
- 24. Confidential and/or Proprietary - Do Not Redistribute ONE BRAND WITH DISTINCT VARIATIONS Brand (Thrill destination; Family destination) SIMILARITIES • Markets • Demographics • Competition • Products • Costs • Seasonality DIFFERENCES
- 27. Confidential and/or Proprietary ‐ Do Not Redistribute DIFFERENT CHALLENGES, DIFFERENT POSSIBILITIES
- 28. 19% 26% 32% 18% 5%AGES 3‐11 AGES 12‐17 AGES 18‐34 AGES 35‐49 AGES 50+ AGE DIVERSITY BROAD DEMOGRAPHIC BALANCED BY GENDER HOUSEHOLD INCOME Median Household Income of Six Flags guests is higher than the national average Source: 2016 Six Flags Marketing Research SIX FLAGS GUEST SNAPSHOT 60%CAUCASIAN 26% HISPANIC 13% AFRICAN AMERICAN 5% ASIAN 3%OTHER 42% 58%
- 29. Confidential and/or Proprietary - Do Not Redistribute
- 32. Confidential and/or Proprietary ‐ Do Not Redistribute DIFFERENT CHALLENGES, DIFFERENT POSSIBILITIES
- 33. Confidential and/or Proprietary ‐ Do Not Redistribute33 GROUP SALES DYNAMIC CREATIVE
- 34. Confidential and/or Proprietary ‐ Do Not Redistribute DIFFERENT CHALLENGES, DIFFERENT POSSIBILITIES
- 35. Confidential and/or Proprietary ‐ Do Not Redistribute35 USING DATA TO CONNECT TO BEHAVIOR PURCHASE Bob booked 4 tickets to Los Angeles on United.com using frequent flyer miles INTENT Bob is searching for a hotel In Los Angeles with accommodations for 4 people PREDICT Bob has traveled to Los Angeles every year for the last 3 years, and is likely to visit again
- 36. Confidential and/or Proprietary ‐ Do Not Redistribute DIFFERENT CHALLENGES, DIFFERENT POSSIBILITIES
- 37. Confidential and/or Proprietary - Do Not Redistribute Labor Day Weekend
- 38. CURRENT SEASON PASS HOLDERS CURRENT SEASON PASS HOLDERS THEME PARK ENTHUSIASTS, THRILL SEEKERS RETARGETING SEASON PASS HOLDERS RETARGETING SEASON PASS HOLDERS RETARGETING SITE VISITORSRETARGETING SITE VISITORS Prospecting CRM Season Pass USING DATA TO JUMPSTART A SLOW SALES PERIOD
- 39. Single-biggest season pass sales time period for Six Flags
- 40. Confidential and/or Proprietary ‐ Do Not Redistribute40 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Five Best Practices • Q&A AGENDA
- 41. Confidential and/or Proprietary ‐ Do Not Redistribute41 • What is data‐driven marketing? • Overview of Six Flags Business • Six Flags Data‐Driven Marketing in Action • Five Best Practices • Q&A AGENDA
- 43. Confidential and/or Proprietary ‐ Do Not Redistribute43 #1: Assemble Your Team. • Marketing • Business Strategy • Digital • Media • Testing Strategy • Creative • Art Direction • Copywriting • Insights & Analytics • IT Team • Sales • National Team • Local Team • Agency
- 45. Start with the end result in mind. Nobody ever tees off visualizing putting it in the lake. Make Sure Your Objectives are S.M.A.R.T. Set Measurable Objectives START HERE. Be Laser‐Focused.
- 49. Confidential and/or Proprietary ‐ Do Not Redistribute49 IDENTIFY & PRIORITIZE YOUR TECH PARTNERS
- 51. ABT – Always Be Testing A B
- 52. Confidential and/or Proprietary ‐ Do Not Redistribute52 A/B TESTING ON FACEBOOK In order to determine which style of video would perform best against Teen & Adult segments, we utilized Facebook to compare various KPIs to determine which video style kept users engaged and returned the highest ROAS. BA • 33% higher engagement rate • 84% higher CTR • 22% more views to completion
- 53. Confidential and/or Proprietary ‐ Do Not Redistribute53 #5 Focus on Actionable Insights, Not Data.
- 56. Confidential and/or Proprietary ‐ Do Not Redistribute 85 degrees and above: 84 degrees and below:
- 58. Thank you