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Measuring Marketing
Nicole McSweeney, Outreach & Marketing CoordinatorMark Tisa, Director
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Outline
1. Background
2. 2018 Approach
3. Target Audience
4. Ads
5. Tracking Enhancements
6. Results
7. Lessons Learned
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Background
2016• License customer analysis by
Southwick Associates
2017• Developed Outreach and
Communications Plan• Awarded RBFF R3 Grant for
spring 2017 campaign
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2017 Campaign
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2017 Campaign
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2017 Campaign
Recruitment
Banner Display & Video High cost, many impressions, few purchases
Facebook Cost effective, many impressions, few purchases
Google Search Cost effective, many purchases
Total: 11.8M impressions; 3,083 transactions
Retention and Reactivation
Email and Postcard Cost effective, many purchases, significant lift
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Who were they?
What did they buy?
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Heading into 2018
• Improve user tracking, determine ROI
• Improve ability to target specific audiences
• Craft meaningful messages to each audience
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Heading into 2018
• Google Analytics training
• Awarded another RBFF R3 Grant to improve tracking
• Hired local marketing firm
• Developed 2018 strategy– Evaluation of 2017 campaign, recommendations
– New HD Coordinator provided customer trends
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2018 Approach
Digital Marketing (Recruitment, Retention, Reactivation)
Facebook and Instagram
Paid Google Search
Direct Retention and Reactivation
Postcard
$642K in revenue; $55K in lift revenue
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Digital Marketing
Digital Marketing (Recruitment, Retention, Reactivation)
Budget Timeline
Facebook and Instagram $18,950 10 weeks
Google Search $11,250 10 weeks
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Who do we want to reach?
What do we want them to do?
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Target Audience:Returning Anglers
Retain, reactivate (Goal: purchase)
• Upload customer data into Google and Facebook
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Target Audience:Returning Anglers
Google Ads
Social
MassFishHunt licensing site
Purchase
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Target Audience:New Anglers
Recruit (Goal: awareness, interest, trial)
• Massachusetts residents with outdoor interests
• People living within 20 mi of Angler Ed event
• Lookalikes
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Target Audience:Lookalikes
Existing customers
• Load existing customer data (email, DOB, zip)
• FB builds lookalike from shared interests
Landing page viewers
• Once campaign launches, FB builds lookalike from those who click
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Target Audience:New Anglers
Social
Mass.gov campaign page
MassFishHunt licensing site
Purchase
Google Ads
Engagement
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• Sent to Mass.gov
campaign pages
• Beginner in mind
• Strong CTA to buy
New anglers
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Ads
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Social Media Ads
• 10 video, 2 photo ads
• A/B test 2 versions of messages with each ad
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Social Media: Awareness Ads
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Social Media:Trial Ads
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Social Media:Renew Ads
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Social Media:Incorporating Feedback
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Google Search Ads
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• Keywords, pay per click
• Higher on page, message control
• Misleading competitors
• Coordinate with RBFF
Google Search
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Google Ads
• Keyword planner, 2017 top keywords
• Monitor, adjust
• “Official”
• Renew message
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Ad Tracking and Evaluation
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Who were they?
What did they buy?
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Reporting Tools
Google, Facebook Ad Dashboards
– Ad engagement
– Total purchases
Google Analytics
– Web traffic, behavior
MassFishHunt Customer Database
– Customer info
– Product and sales info
E-commerce
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Google Analytics: E-commerce Tracking
• Free tool in GA designed for commerce sites
• Aspira placed E-commerce code in license site, toggled on in GA
• Additional metrics in GA reporting
– Revenue, transactions, products
– Transaction ID
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Tracking: UTM code
• Link extension that helps track campaigns
• Shows where customers came from in E-commerce reports
• Digital ads, links on campaign pages
https://www.mass.gov/go-fish?utm_source=google&utm_medium=cpc&utm_campaign=Conversion
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UTM codes are tracked in Google Analytics
https://www.mass.gov/go-fish?utm_source=Google&utm_medium=CPC&utm_campaign=Retargeting_Visitors
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Tracking: Transaction ID
NICOLE MCSWEENEY35 MAIN STREETBOSTON, MA
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Making the Connection
Group results by campaign:
• Age, gender, location
• Customer avidity (lapsed v. new)
• Products
E-Commerce Customer DatabaseTransaction ID Transaction IDCampaign Source Unique Customer ID
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Tracking: Direct transactions
Ad (with UTM)
License Purchase
Google AnalyticsCampaign
Page(with UTM)
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Tracking: Direct transactions
• Clicked ad, immediately purchased in one session
• Shows in Google Analytics/E-commerce
– Transaction ID details
• Unique transaction, attributed to only one ad
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Tracking: Conversion window
AdLicense
Purchase
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Tracking:Conversion window
• Tracking pixels
– FB: 7 days after view, 28 days after click
– Google: 30 days after click
• # Confirmation page visits on ad dashboard
– Not tracked through UTM/ E-commerce
• FB and Google dashboards can both take credit
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Results
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Results: Transactions
Direct
• Google: 8,702
• Social media: 377
Conversion window
• Google: 14,826
• Social media: 9,614TOTAL: 14,826 — 24,440 transactions
TOTAL: 9,079 transactions
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Revenue
Direct
• Google: $179,096 (8,702 transactions)
• Social media: $10,165 (377 transactions)
Conversion window
• 14,826 — 24,440 transactions
$305,119 — $564,313
$189,261
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Sales During Campaign Period(May 1-July 31)
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
2012 2013 2014 2015 2016 2017 2018
All Products
average
Upper CI
Lower CI
Fishing Products
Column2
Column3
Column4
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Results: Social Media
Decreased cost per landing page view 74% from 2017
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Results: Google Ads
Decreased average cost per click 30% from 2017
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Direct Transactions: Demographics
Age % Residents % Female
Typical MA Angler 46 85% 15%
Google Search 44 84% 14%
Social Media 49 99% 12%
31% of customers who purchased from ads about learn to fish events were women
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Direct Transactions: Location
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Direct Transactions: Avidity
New Active Lapsed
Google Search 24% 57% 19%
Social Media 13% 60% 27%
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Conversion Rate by Device
Device Conversion rate Users
Desktop 62% 10,971
Tablet 37% 1,780
Mobile 27% 18,140
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Lessons Learned
• Use customer data to target audiences
• Develop ads with audience and goal in mind
• Test, monitor, and adapt in real-time
– Ad performance, feedback, customer data
• Dedicated staff
• Update privacy policy
• Stay current on digital best practices
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Coming soon
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New licensing homepage (January 2019)
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