retargeting the grand ole opry
DESCRIPTION
Ben and Sarah's presentation from Vest Advertising for the Integrated Communications Summit in Louisville, Ky.TRANSCRIPT
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Grand Ole OpryRetargeting Case Study
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The Challenge
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Targeting and Measurability
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The Show That Made Country Music Famous
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The Challenge
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The Solution
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What is Retargeting?
Targeted advertising based on customer’s past actions.
Remember: In order to RE-target, you must first target!
Diagram courtesy: ReTargeter.com
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Grand Ole Opry Tactics
Opry.com visitors
Email Openers
Affiliate website visitors
Searchers
Social Media Users
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And the Retargeting
World Wide Web!
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How Do You Track All This?
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The Results
A Whole Host of Metrics (IMP, Clicks, Conversions) Across A Whole Host of Dimensions (Ads, Sites, Campaign, Tactic, Keyword, Email List, Website Visitor Segments)
602% ROI for lifetime of program (ticket sales/ad spend)
65% VT attribution and 100% CT attribution with 14 day look back
2,230% ROI for Opry.com and Affiliate Retargeting to Facebook
930% ROI for Opry.com Retargeting to WWW
494% ROI for Affiliate Retargeting to WWW
51% of revenue is generated in less than 1 day from last action. 83% in less than 7 days.
Top 10 Converting Sites Besides Facebook
YouTube, Yelp, Travelocity, NBC News, Weather.com, Drudge, eBay, Zillow, Accuweather, Yahoo