Smarketing:How to optimize your marketing with data

Tamara Mendelsohn @tmendelsohn

#ELEVATENYC

Eat your veggies

Agenda

@twitter_handle

#ELEVATENYC

•Timing is everything

•Data doesn’t grow on trees

•Think like Amazon.com

•Make social work for you

Agenda

@twitter_handle

#ELEVATENYC

•Timing is everything

•Data doesn’t grow on trees

•Think like Amazon.com

•Make social work for you

Average lifecycle of a fundraiser

At what point has an event sold 1/2 of its tickets?

Set a goal

Create a marketing calendar

• 88% of fundraisers sent invites when

tickets go on sale, but more than half stop

after that

• Over 50% of nonprofits say that

frontloading ticket sales is important to

them.

Track your progress

Correlation vs. Causation

• 64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics.

• Of those who didn’t meet their their goals, only 43% logged in daily.

Think of ways to drive sales early

20% off

Sales cycle

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Elevate Sales by Week

3 Days

Early bird sale

Partner Promotion

Procrastinators

Agenda

@twitter_handle

#ELEVATENYC

•Timing is everything

•Data doesn’t grow on trees

•Think like Amazon.com

•Make social work for you

Gather data

• Who does my event appeal to?

• How do I reach them?

• What’s working?

Gather data

Use tracking links

How did you hear about this event?

How did you hear about this event?

Agenda

@twitter_handle

#ELEVATENYC

•Timing is everything

•Data doesn’t grow on trees

•Think like Amazon.com

•Make social work for you

#1 Think about where traffic is coming from

#2 Optimize for conversion

#2 Optimize for conversion

• Think above the fold

#2 Optimize for conversion

• Think above the fold

• Make each field earn its keep

#2 Optimize for conversion

• Think above the fold

• Make each field work for its place

• Consider load times

We sped up registration page load time by ~500 ms and increased conversion by 3%.

1 second delay in page response = 7% decrease in conversion

Some awesome tools

• http://gtmetrix.com/

• http://tools.pingdom.com/fpt/

• https://developers.google.com/speed/pagespeed/

insights

• Firebug (Firefox add-on)

• Chrome developer tools ((under View menu,

Developer/Developer Tools)

#2 Optimize for conversion

• Think above the fold

• Make each field work for its place

• Consider load times

• Think mobile-minded

Over 20% of traffic to Eventbrite comes from mobile

Agenda

@twitter_handle

#ELEVATENYC

•Timing is everything

•Data doesn’t grow on trees

•Think like Amazon.com

•Make social work for you

Traffic Sources to Eventbrite in January 2008

One attendee: 262 friends*Potential reach: 68,600 friends

*Average number of Facebook friends per user in 2012. Source: Arbitron: Edison Research

$4.15Increase in revenue

pre-pur-

chase 40%

post-pur-

chase 60%

The motivation to share is higher once the purchase has been made.

When the event was shared

A post-purchase share on Facebook drives 20% more ticket sales per share than a pre-purchase share.A post-purchase share is more impactful.

40%open rate

30%click rate

Agenda

@twitter_handle

#ELEVATENYC

•Timing is everything

•Data doesn’t grow on trees

•Think like Amazon.com

•Make social work for you

Eat your veggies

Tamara Mendelsohn @tmendelsohn

#ELEVATENYC

Thank you!

Write down:

@twitter_handle

#ELEVATENYC

• 1 thing you already knew you should be doing

• 1 thing you’ll do differently as a result of

today

• 2 things to learn more about

• How do you use data today?

• What data do you track and how do you use

it?

• What are your best practices?

Discuss: