Bear Analytics Presents: Delivering ROI From Audience Analytics
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This document summarizes a presentation about delivering ROI from audience analytics. It discusses challenges with audience acquisition and alignment. It also notes there is more event data and technology than ever before, but the challenge is using it to hit real goals. Common challenges raised by attendees are around data storage, confidence, accessibility, usability, and determining useful analytics and metrics. The presentation provides examples of how analytics can power agile marketing, including targeted messaging and anticipating registration timing based on attendee personas. It outlines steps for event organizers to get started with an analytics partner, including data sharing and discovery sessions to glean insights that can grow events.
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Bear Analytics Presents: Delivering ROI From Audience Analytics
- 1. January 1, 2018 presents Delivering ROI From Audience Analytics
- 2. Rules For Today Ask Questions. We need today to be a dialogue for effective idea sharing. Be Open. We all have ambitions, no one has this perfected - lets talk about where we want to go. Share Your Challenges. We’re going to share some client challenges today, let us know yours.
- 3. CEIR 2017 Q4 Index Growth Trends ü Audience Acquisition continues to be a challenge. ü Exhibition floor density and audience alignment are challenges for event marketers. ü Premium is placed on reaching a new audience…as long as they’re qualified.
- 4. ü There’s more event technologies than ever ü There’s more data than ever üThe challenge is using it to hit real goals
- 5. Challenges From This Group Today Data Storage Data Confidence Analytics Utility Results This is really a question of access and usability. What information do I have and how consistently has it been collected? Where is my data? How can I access it? What format is it in? Can I work with it easily? What it really means…. I don’t know what we have? Is the data in good shape or does it need help? What should I collect? There’s more information than ever, what should I measure? What’s moving my event? What works for others? The metrics I should be paying attention to and benchmarking my event against. We’re talking HARD success metrics. Lets deconstruct what ROI means for 2 nationally recognized large trade shows.
- 10. Marketing Action Powered By Analytics SSE Website: Show Me Your Know Me Messaging
- 11. Agile Marketing Powered By Data o Ready-to-pivot attendee acquisition approach based on timing patterns of historical registrants (early/middle/late) leading into SSE. o Ability to match prospects that were e-mailed and the action they took (opened/clicked) and past registration behavior for quick telephone or email follow-up for conversion. o 2 weeks out from the Sweets & Snacks Expo, the marketing team was able to target past registrants not yet converted that were located <200 miles from the event.
- 12. o Cleaned data available 24-7 o Online portal for team access o Formatted data ready for email tool ingestion o Data flagged with AMS IDs for easy upload to NCA internal tech
- 13. Questions
- 18. Audience Personas Deliverables Suggested targeted messaging based on personas—who people are and how to speak to them Who to target in order to improve loyalty—focused on our loyal core Anticipated registration timing based on persona— striking while the iron is hot Persona Booklet | Marketing Approach | All Enriched Data
- 21. Audience Pulse Receive proactive event intelligence on your marketing’s effectiveness leading up to your event Audience Acquisition Predictive AnalyticsPowered by
- 22. Analytics Built on Your Event Tech Providers Registration | AMS/CRM | Exhibition Sales | Email Tools | Marketing Automation
- 23. 1. Complete Bear’s Data & Insights Onboarding Worksheet. 2. Agree to terms and sign the contract. 3. Provide access to the last 5 years of registration data and current year API from your registration vendor. 4. Hold Bear Discovery Session with project champions and key staff. How to Get Started? Your #1 priority is running your event. We take care of wrangling the data, cleaning it, and presenting it back chalked full of insights and actionability. This is the market proven approach to grow your event.
- 24. Questions? Can we get started with the Bear Data & Insights Onboarding Worksheet? Should we build out a Proposal? Next Steps? 1 2 3 www.BearAnalytics.com 2231 Crystal Drive Suite 1000 Arlington, VA 22202 @BearAnalytics 202.770.0527