*Where to look for opportunities to improve your marketing ROI *The data points you need to be obsessing over *What tools you need for measuring and optimising your marketing ROI

1. 1
Optimising Your Marketing ROI
with Real-time Data
Mark Walker

2. Agenda
2
1. Where to look
2. What to look for
3. Foundations of success

3. 3
Where to look
1

4. 1. Google Analytics

5. 2. Your Eventbrite Dashboard

6. 3. Social Media Analytics

7. 4. Your CRM / Marketing
Automation Dashboards

8. 8
What to look for
2

9. The first place to start if
you want to improve your
marketing ROI is find
what’s working and do
more of it i.e. high traffic,
high conversion activities

10. Next, look for pages with
high traffic / low
conversation - then use
conversation rate
optimisation to improve
your ticket sales.

11. Then go for the inverse -
pages with low traffic but
high conversions, and
focus on driving more
traffic to them.

12. Last but not least, look at how your conversions are doing across different devices,
operating system and traffic sources. These all provide valuable information on where
you should be focusing your resources, where there might be leaks, or opportunities to
increase ticket sales.

13. 13
Foundation of success
3

14. 1. Set up Google Goals!

16. 2. Integrate tracking pixels with your Eventbrite dashboard

17. www.eventbrite.co.uk/blog/?utm_source=facebook&utm_medium=social&utm_campaign=mediapartner1
3. Make sure you’re
tracking your
campaigns with
consistent UTMs

18. 4. Or with unique
tracking codes if
you’re an Eventbrite
user.

19. In conclusion
19
1. To improve your marketing ROI, you first need to
track everything effectively (and correctly);
2. Then you need to find what’s moving the needle,
and do more of it!
3. Only then should you start digging round for leaks
and missed opportunities;
4. And finally, remember that data ≠ insight! It’s
only as smart as your interpretation of it, so look
at it critically and think through what story it’s
really telling you.

20. 20
Thank you

21. 21
@EventbriteUK | fb.com/eventbriteuk
eventbrite.co.uk/blog