Presentation Deck from ASAE MMC Conference June 14,2016 Based on two case studies that showcase the power of analyzing event data to enhance event marketing, this session will dissect how key metrics, best practices and essential tools can be leveraged for event success. Understand how to use event data to drive better-targeted marketing and bring in the most desirable attendees to your programs.

1. Develop Marketing
Superpowers with Data
June 14, 2016
10:15 – 11:15 AM
Jenn Ellek CMP, Sr. Director, Trade Marketing & Communications,
National Confectioners Association
Susan Merther CPP, Director of WEFTEC Education, Water
Environment Federation
Joe Colangelo, CEO and Co-Founder, Bear Analytics

2. Format for Today:
Real cases using real data!
1. Introductions & Background
2. Analytical Approach & Results
3. Client Learnings
4. Impact!

3. Joe Colangelo
CEO Bear Analytics
@joecolangelo
Susan Merther
Director of WEFTEC
Education
Water Environment
Federation (WEF)
Jenn Ellek
Sr. Director, Trade
Marketing &
Communications
National Confectioners
Association (NCA)

4. Challenges

5. Exhibit Floor show growth demanded 15%
attendee growth. Growth from 2011-2015
was ~1% a year on average.
Understanding the fundamentals on our
attendees to specifically target and attract
our MOST Valuable, senior-level, attendees.
The Challenges

6. o More than 17,000+ qualified
professionals attend with global
participation from 90 countries.
o Total of 750+ exhibiting
companies display more than 4
acres of candy and snacks.
o Innovationsawardsreveal the top
innovative items across eight
different categories.
Job Hazards…
o Seven cavities my first year at NCA
– cavity-free for the past 5 years!
o How do you keep a balanced lifestyle
working in Candyland?
o Ran half marathons“off the beaten
path” in Cambodia, Cabo and
Key West
o Favoritetreats: Green tea Kit-
Kat and Chuao honeycomb
chocolate bar
SSE Overview Fun Facts About Jenn

7. o Needed to ID target audience
o Lover of data but had a small
budget
o Small staff but the event had lots
of data opportunities
o Wanted to test a pilot
o Big issue – getting lost in
the data, don’t necessarily
have the experience on the
team to analyze the data
o Largest water qualityconference
in North America!
o 29 comprehensive education
workshops, 130 technical
sessions, including 16 mobile
sessions.
o 1,000+ exhibiting companies
and more than 25,000
international registrants.
o Top 70 TradeShow
WEF TEC Overview Fun Facts About Susan

8. üLack of data access
üDirty Data
üNo Time!
üDidn’t know what to look for
üNeeded to move fast

9. Approach

10. Identify those registrants
who are MOST LIKELY to
convert & targeting NEW
areas of opportunity.
Targeted marketing by
engagement score &
BEHAVIORAL intelligence.
Segmented our prospects
into behaviorally similar
groups - who we talked to
with a TAILORED voice.
Providing the
marketing brains
with what they
need to succeed.

11. Target CEOs for event
attendance – learned
that they WERE NOT our
best customers.
Determined local
prospects for 2015 Show
in Chicago & created a
LAST MINUTE push.
Targeted list of
companies that sent the
most individuals – who
were previously NOT
TARGETED.
Utilizing the information
at hand to move the
needle weeks before
the event.

12. Results

13. o 10% jump in registrations from 2015 to 2016 (no/low
growth from 2013-2015)
o Consistent buyer verification rate – still maintained quality
attendees
o Transforming mass marketing into transformable micro-
conversions. Powered by enhanced audience
engagement:
o Better open rates
o Higher click through rates
“Mass Marketing is dead –
micro marketing is the future.”

14. o Full conference registrations up 5% since last time in
Chicago
o Surprised by who our TOP customers were & now target
them for our VIP Concierge Program
o INCREASEDengagement of CEOs (our best customers)
o Bear helped create a regionally tagged list of targets for
TARGETEDmarketing at future WEF events
o Starting small can make a REAL impact
“We followed the coretenant
of marketing:‘Know who your
customersare.’”

15. Tips & Tricks

16. Don’t Fear
the Data

17. Be Aggressive
with Goals

18. Jenn Ellek
jenn.ellek@candyusa.com
Susan Merther
SMerther@wef.org
Joe Colangelo
joe@bearanalytics.com