1 / 9

Marketing Attribution at Universal Orlando Resort: Keys to Success

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

rusk
Download Presentation

Marketing Attribution at Universal Orlando Resort: Keys to Success

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 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

  2. Drop Business Card to Win… • Lobster Clambake for 2 • Shipped Overnight to Anywhere in the U.S. 2

  3. 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

  4. Implementation Requirements • Identify & Gather Data Sources • Establish Common Set of KPIs • Normalize Data • Configure Interface 4

  5. Implementation Learnings • Organizational Structure Alignment • Foundational System Data Quality • Cross Channel Meta Data Classification 5

  6. Insights , Optimizations & Results • 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 6

  7. The Future • Establish Incrementality • Integration with “Top Down” Modeling (Offline Channels) • Integration with DMP/DSP/Bid Management Execution • Cross Channel Contact Management 7

  8. Questions? 8

  9. Drop Business Card to Win… • Lobster Clambake for 2 • Shipped Overnight to Anywhere in the U.S. 9

More Related