Getting what we measure · 2016. 10. 21. · Consistent measurement Apply to select marketing and...

Getting what we measure: Return-on-Investment at TimeLine Theatre

National Arts Marketing Conference November 15, 2010

About TimeLineMission: To present stories inspired by history that connect with today’s social and political issues

Founded in 1997 - celebrating 14th season

90-seat flexible black-box theater located in Chicago’s north side Lakeview East neighborhood.

4 productions per season

6 full-time employees

1011 annual budget ~ $1 million

GoalsConnect specific tactics from marketing (and development) plans directly to income

Identify which tactics are most effective

Replicate/magnify effective tactics

Consider discarding or modifying tacticsthat underperform

First StepsROI formula

Consistent measurement

Apply to select marketing and development initiatives

Started with what we could do

Building gradually

ImplementationTracking Codes

Ticket sales source codes

Color marks on donor envelopes

Codes on subscription order forms

Code direct mail lists

ImplementationDatabase

Mechanisms to record codes in database

Connects codes (tactics) to dollars earned

ImplementationURL Buildergoogle.com/support/googleanalytics

Common tasks: tagging links

Overview: Tool: URL Builder

Connects emails, social media to Google Analytics

Go beyond open rates, click-throughs

ImplementationGoogle Analytics (w/Goals enabled)

So far, TimeLine has set up 2 goals:

Mailing list sign-ups ($1 per conversion)

Referral to OvationTix ($10 per conversion)

These form the basis for much of our online measurement

Not “real” numbers, but indicator

“Apples to apples”

Analyze ResultsNow look at tactics and directly relate to income

Example: Email Marketing

In this time period $3,113.31 income vs. $512.40 costs = ROI of 508%

Analyze ResultsExample: Email Marketing

Dig down and review which performed best

Assess potential reasons why

Replicate. Test. Improve.

Analyze ResultsExample: Single-ticketsales sources

Example: SubscriptionCampaign tactics

Provides basis for measuringROI of individual tactics

Ask specific questionsSeason Brochure?

In comparison to other subscriptioncampaign tactics for 1011:

Ask specific questionsSeason Brochure?

Consistency over time provideshistorical view

Review across seasons

Note differences

Examine variables thatimpact results (design, mailing lists, timing)

Ask specific questionsSeason Brochure?

New subscribers?

o 0910: 83% of brochure sales are new subs

o Brochure achieved 77% of new sub goal

o Lifetime value in play (can dramatically change the ROI picture)

Strategic Decision?

o Continue to reduce cost of brochure

o Target to new subscribers who don’t respond to email promotions

Make decisionsExample: Online advertising

Spend less on small, niche sites for greater return

Example: Paid advertising

Few measurable returns; advertising dollars, when spent, must bring other benefits

Search Engine Optimization of website

Strong return for small changes; warrants additional investment

Fundraising Campaigns

Testing more segmented approach to Annual Fund

ConclusionDoesn’t have to be complicated!

Formula is simple, find simple ways to use it

With Google Analytics, top line results are helpful

Dig deeper when you have specific questions

Use ROI measurement to improve grant proposals

Don’t just say you’ll measure!

Test. Measure. Adjust. Test again. Repeat.

Rejoice when you get get what you measure: Return on your Investment!

Lara GoetschDirector, Marketing and Communications

773.281.8463 x25 lara@timelinetheatre.com