Accelerating Event ROI via Advanced Data Analytics (MATSO 2017 Presentation)
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The document discusses the importance of attendee marketing in the trade show industry, focusing on data-driven strategies to enhance event success. It highlights a shift in location for a major builders' show, challenges with audience acquisition, and the significance of understanding attendee behavior for improved loyalty and engagement. Bear Analytics aims to leverage detailed audience analysis and predictive analytics to optimize marketing efforts and event outcomes.
Accelerating Event ROI via Advanced Data Analytics (MATSO 2017 Presentation)
- 1. MATSO 2017 Bear Analytics Confidential Materials Accelerate Your Event.
- 2. 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 Meyer Vice President Marketing & Customer Experience Denise Miller Assistant Vice President Digital Strategy & Trade Show Marketing
- 3. 3Bear Analytics: Confidential Materials 58,000 Attendees 160+ Education Sessions 1,500 Manufacturers and Suppliers 565,000 Net 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.
- 4. 4Bear Analytics: Confidential Materials Industry Forces
- 5. 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/
- 6. 6 150+ Technologies dedicated to marketing o Mobile marketing o Social media o SEO | Web/Digital o Automation o Personalization o Project Management o Analytics
- 8. 8 3,600+ marketing related platforms available to: ü Promote ü Share ü Sell ü Measure ü Manage your audience behaviors. Top 3 categories by number of solutions: 1. Sales Automation, Enablement & Intelligence (220) 2. Social Media Marketing & Monitoring (186) 3. Display & Programmatic Advertising (180)
- 9. 9 Data & Marketing Association (DMA) …“direct” had become associated with the offline world, and it did not capture the most important ingredient of modern marketing—data.” DMA CEO Tom Benton Direct Marketing Association (DMA)
- 10. 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?”
- 12. Bear Analytics Confidential Materials 12 • 5 year loyalist • Avid education consumer • Promoted twice in the last two years • Registers ~15 weeks out Intelligence that is powered by the population of data, not just a sample. • First-timer • Attends with 3 colleagues • Manager level millennial • Registers early & for free • Startup CEO • Authorizes all purchasing decisions • Only attends when the event is less than 500 miles away from NYC
- 13. 13Bear Analytics: Confidential Materials
- 14. The Bear Heartbeat Bear Analytics Confidential Materials 14 o Your data analyzed across more than 100 metrics. o Understand the behaviors that makeup your audience. o Presented in a user-friendly manner to build the story. Unparalleled audience intelligence. TimingGeo Loyalty 00 Revenue Trending First- Timers Know your audience.
- 15. 15Bear Analytics: Confidential Materials Immediate Findings & Benchmarks o Highest value individuals & company o Core vs non-core registration – who actually matters to our exhibitors! o Compound Annual Growth Rate across different factors such as registration type o Verified vs. Unverified across different factors such as registration types and membership status o Registration revenue across registration types o Average registration revenue by registration type
- 16. 16Bear Analytics: Confidential Materials Audience Profiling: Behavioral Based Personas
- 17. This is Elizabeth. Liz is the Senior Director of Procurement at ACME, Inc. She’s been to your event for 3 out of the last 4 years, and spends ~$250 annually on registration and education add-ons at your event. She tends to register 8-10 weeks out from the event, and typically attends with 4-5 of her colleagues. Liz’s historical behaviors place her in a cluster of individuals (~6,500) who have similar purchasing habits when they interact with your event. They have recent attendance, documented purchasing power, and tend to be just below the executive level. Individuals like Liz are familiar with your event and understand its value to their business. Don’t talk to Liz like she has never attended the show before, speak to her as a decision-maker in the inner-circle of your event, and tell her what is innovative about this year’s show, and how you’ve made it even easier for her to do business. Those like Liz tend to share the following characteristics: 67% Members 42% Travel more than 200 miles 86% Director-level and above Bear Personas 17 Job Level Business Description Product Interest Age Buying Power ♥ Loyalty ♥ Recency ♥ Timing ♥ Geography ♥ Revenue Audience segmentation powered by data.
- 18. 18Bear Analytics: Confidential Materials NAHB Persona Booklet Suggested targeted messaging based on personas – who people are & how to speak to them. Who to target in order to improve loyalty – focused on our loyal core. Anticipated registration timing based on persona – strike while the iron is hot.
- 19. 19Bear Analytics: Confidential Materials Strategy > Technology The Data NEEDS to be Actionable
- 20. SMART Lists Tags o All collected contact information. o Enhanced geographic tags, including US region, country, and international/ domestic tags. o Historical records of past attendance, and revenues – per person & company! o Vital behavioral tags - such as your most loyal attendees, first-timers, and/or registration timing. Bear Smart Lists Bear Analytics Confidential Materials 20 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, usable data, built for marketing.
- 21. 21Bear Analytics: Confidential Materials Priority Targets for NAHB – Data Access Top targets for Telemarketing campaign w/ phone numbers. Abandoned contacts for suppression from cost-intensive marketing endeavors. ~7,000 individuals who are NAHB’s Most Loyal patrons.
- 22. 22Bear Analytics: Confidential Materials Forecasting the Future
- 23. Bear Analytics Confidential Materials 23 Predictive Analytics 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?
- 25. 25Bear Analytics: Confidential Materials Weeks out from Event25 Weeks 1 Week Analyst Weekly Insights Prospect data Messaging & Approach Last Year’s Results This Year’s Forecast
- 26. 26Bear Analytics: Confidential Materials Meg Meyer | Vice President Marketing & Customer Experience Denise Miller | Assistant Vice President Digital Strategy & Trade Show Marketing o Headed into the year with a strong understanding of our attendee base which will impact messaging and timing for the 2018 show. o Being able track whether personas are registering when we thought they would and make marketing adjustments in real-time. o Tracking over and under-performing markets during the sales cycle will allow us to react quickly. o Anticipating more sleep as a result! Forward Looking
- 27. 27Bear Analytics: Confidential Materials Questions.
- 28. 28Bear Analytics Confidential Materials CONTACT US 202.770.0527 hello@bearanalytics.com @BearAnalytics www.BearAnalytics.com Bear Analytics, Inc. 2231 Crystal Drive Suite 1000 Arlington, VA 22202