Upload
rusk
View
66
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Marketing Attribution at Universal Orlando Resort: Keys to Success. Rob Gallardo, Director of Digital Marketing & Analytics Universal Orlando Resort Manu Mathew, Co-Founder & CEO Visual IQ iMedia Brand Summit, February 11, 2014. Drop Business Card to Win…. Lobster Clambake for 2 - PowerPoint PPT Presentation
Citation preview
11
Marketing Attribution at Universal Orlando Resort: Keys to Success
Rob Gallardo, Director of Digital Marketing & Analytics Universal Orlando Resort
Manu Mathew, Co-Founder & CEOVisual IQ
iMedia Brand Summit, February 11, 2014
22
Drop Business Card to Win…
Lobster Clambake for 2Shipped Overnight to Anywhere in the U.S.
2
33
Motivations & Goals
• Level the Playing Field for All Channels & Tactics – Common Standard
• Identify the Attributes With The Greatest Impact on Performance
• Optimize Media Buying for Increased Marketing ROI
3
44
Implementation Requirements
4
• Identify & Gather Data Sources
• Establish Common Set of KPIs
• Normalize Data • Configure Interface
55
Implementation Learnings
5
• Organizational Structure Alignment
• Foundational System Data Quality
• Cross Channel Meta Data Classification
66
Insights , Optimizations & Results
6
• Frequency Management• Adjust Display Ad Frequency Caps• Consolidate Retargeting Placements
• Conversion Funnel Alignment• Customize Ad Rotations
• Placement-Specific Valuation• Placement Optimization
• Paid, Owned & Earned Halo• Insights to influence cross-channel tactics
77
The Future
• Establish Incrementality• Integration with “Top Down”
Modeling (Offline Channels)• Integration with DMP/DSP/Bid
Management Execution• Cross Channel Contact
Management7
88
Questions?
8
99
Drop Business Card to Win…
Lobster Clambake for 2Shipped Overnight to Anywhere in the U.S.
9