accelerating event roi via advanced data analytics (matso 2017 presentation)
TRANSCRIPT
2Bear Analytics: Confidential Materials
“In the trade show industry, attendee marketing is considered to be especially critical. These dedicated organizers who investigate new event solutions are members of an elite squad known as the Data Champions.” -These are their stories.
Meg MeyerVice PresidentMarketing & Customer Experience
Denise Miller Assistant Vice PresidentDigital Strategy & Trade Show Marketing
3Bear Analytics: Confidential Materials
58,000Attendees
160+Education Sessions
1,500Manufacturers and Suppliers
565,000Net Square Feet
1. Moving the Builders’ Show to Orlando from Las Vegas after 4 consecutive years in Las Vegas.
2. Exhibition floor growth was accelerating faster than attendee audience growth – wanted to maintain the balance on both sides of the aisle.
3. Membership database was a challenging environment to market from – data being held hostage!
4. Needed to better understand their event attendees and how to nurture their loyalty to the event.
5Bear Analytics: Confidential Materials
TSNN Top 250 Trade Show Index: Audience Acquisition is Hard
TSNN Top 250 Trade Show data showed reduction in total attendance from 2014 to 2015 while exhibition had remained flat.
Reinforces the challenges to attendee acquisition (B2C) vs. exhibitor acquisition (B2B).
http://www.bearanalytics.com/success-stories/top-250-us-trade-shows-2014-vs-2015/
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150+ Technologiesdedicatedtomarketingo Mobilemarketing
o Socialmedia
o SEO|Web/Digital
o Automation
o Personalization
o ProjectManagement
o Analytics
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3,600+ marketingrelatedplatformsavailableto:
ü Promote
ü Share
ü Sell
ü Measure
ü Manage
youraudiencebehaviors.
Top 3 categories by number of solutions:1. SalesAutomation,Enablement&Intelligence(220)
2. SocialMediaMarketing&Monitoring(186)
3. Display&ProgrammaticAdvertising(180)
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Data & Marketing Association (DMA)
…“direct”hadbecomeassociatedwiththeofflineworld,anditdidnotcapturethemostimportantingredientofmodernmarketing—data.”
DMA CEO Tom Benton
Direct Marketing Association (DMA)
10Bear Analytics: Confidential Materials
NAHB’s Strategic Vision
“Our membership data is unreliable.”
“Who are our most important customers?”
“When do our attendees convert?”
“Who’s coming to Orlando?”
“Who is leaving or abandoning the event?”
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• 5yearloyalist• Avideducation
consumer• Promotedtwicein
thelasttwoyears• Registers~15weeks
out
Intelligencethatispoweredbythepopulationofdata,not justasample.
• First-timer• Attendswith3
colleagues• Managerlevel
millennial• Registersearly&for
free
• StartupCEO• Authorizesall
purchasingdecisions• Onlyattendswhen
theeventislessthan500milesawayfromNYC
TheBearHeartbeat
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o Yourdataanalyzedacrossmorethan100 metrics.
o Understandthebehaviorsthatmakeupyouraudience.
o Presentedinauser-friendlymannertobuildthestory.
Unparalleledaudienceintelligence.
TimingGeo
Loyalty
00
Revenue
Trending
First-Timers
Knowyouraudience.
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Immediate Findings & Benchmarks
o Highestvalueindividuals&company
o Corevsnon-coreregistration– whoactuallymatterstoourexhibitors!
o CompoundAnnualGrowthRateacrossdifferentfactorssuchasregistrationtype
o Verifiedvs.Unverifiedacrossdifferentfactorssuchasregistrationtypesandmembershipstatus
o Registrationrevenueacrossregistrationtypes
o Averageregistrationrevenuebyregistrationtype
ThisisElizabeth.LizistheSeniorDirectorofProcurementatACME,Inc.She’sbeentoyoureventfor3outofthelast4years,andspends~$250annuallyonregistrationandeducationadd-onsatyourevent.Shetendstoregister8-10weeksoutfromtheevent,andtypicallyattendswith4-5ofhercolleagues.
Liz’shistoricalbehaviorsplaceherinaclusterofindividuals(~6,500)whohavesimilarpurchasinghabitswhentheyinteractwithyourevent.Theyhaverecentattendance,documentedpurchasingpower,andtendtobejustbelowtheexecutivelevel.
IndividualslikeLizarefamiliarwithyoureventandunderstanditsvaluetotheirbusiness.Don’ttalktoLizlikeshehasneverattendedtheshowbefore,speaktoherasadecision-makerintheinner-circleofyourevent,andtellherwhatisinnovativeaboutthisyear’sshow,andhowyou’vemadeiteveneasierforhertodobusiness.
ThoselikeLiztendtosharethefollowingcharacteristics:
67%
Members
42%
Travel more than 200 miles
86%
Director-level and above
BearPersonas
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JobLevelBusinessDescriptionProductInterestAgeBuyingPower
♥ Loyalty♥ Recency♥ Timing
♥ Geography♥ Revenue
Audiencesegmentationpoweredbydata.
18Bear Analytics: Confidential Materials
NAHB Persona BookletSuggestedtargetedmessagingbasedonpersonas– whopeopleare&howtospeaktothem.
Whototargetinordertoimproveloyalty– focusedonourloyalcore.
Anticipatedregistrationtimingbasedonpersona–strikewhiletheironishot.
SMART Lists Tagso Allcollectedcontact
information.o Enhancedgeographictags,
includingUSregion,country,andinternational/domestictags.
o Historicalrecordsofpastattendance,andrevenues–perperson&company!
o Vitalbehavioraltags- suchasyourmostloyalattendees,first-timers,and/orregistrationtiming.
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Standardized tags are consistent for easy sorting, filtering, and consumption back into client database
Creation of new tags designed for the direct or digital marketer in mind.
Sharing each individual’s loyalty profile and annual
registration spend.
Dedicated first-timers tag to segment those who are
future of the show.
Clean,usabledata,builtformarketing.
21Bear Analytics: Confidential Materials
Priority Targets for NAHB – Data Access
ToptargetsforTelemarketingcampaignw/
phonenumbers.
Abandonedcontactsforsuppressionfrom
cost-intensivemarketingendeavors.
~7,000individualswhoareNAHB’sMostLoyal patrons.
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PredictiveAnalytics
It’s great to know my audience, but I need to grow my event this year.
How do I become more proactive in our data approach to speed up our progress.
Can we evaluate our marketing strategy as we’re in the middle of the registration process?
BearPulse PredictiveReportingConsumingyourregistration,exhibition,and/ormarketingdatatounderstandhowyou’repacingagainstyourgoals,historicalperformance,andinkeydemographicoraudiencesegments.
DedicatedAnalystIdentifyingOpportunitiesWe’retherewithyou,withweeklyanalystbriefshelpingguideyouthroughtotheinsightsthatmatterandtheareasoffocusforthenextweek.
WeeklyListDevelopmentDataaccessisnolongeraproblemasBearmanagesyourliststoensurethatsegmentingprospectsandsuppressingalreadyconvertedindividualsissimpleandstraightforward.
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25Bear Analytics: Confidential Materials
WeeksoutfromEvent25Weeks 1Week
Analyst
Weekly Insights
Prospect data
Messaging & Approach Last
Year’sResults
ThisYear’sForecast
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Meg Meyer | Vice PresidentMarketing & Customer Experience
Denise Miller | Assistant Vice PresidentDigital Strategy & Trade Show Marketing
o Headedintotheyearwithastrongunderstandingofourattendeebasewhichwillimpactmessagingandtimingforthe2018show.
o Beingabletrackwhetherpersonasareregisteringwhenwethoughttheywouldandmakemarketingadjustmentsinreal-time.
o Trackingoverandunder-performingmarketsduringthesalescyclewillallowustoreactquickly.
o Anticipatingmoresleepasaresult! ForwardLooking
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[email protected]@BearAnalyticswww.BearAnalytics.com
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