online advertising: using data to drive conversions for national art marketing conference
DESCRIPTION
Google, Facebook, and other companies have incredible amounts of consumer behavioral and purchase intent data that art organizations can leverage to create more conversions online. Through case studies and examples, this session will show you how nonprofit arts organizations are using this data to reach their best prospects online Erik Gensler, President of Capacity Interactive Ceci Dadisman Director of Marketing & PR Palm Beach Opera .TRANSCRIPT
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facebook.com/capacityinteractive
@capacityint
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source: Accenture Interactive CMO Study for AdWeek July 1, 2014
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Friends of Fans
Interest Targeting
Lookalikes
Fans , Remarketing &
CRM
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Impressions
1.1 million
1.4 million
Clicks
2,000 .2% CTR
27,000 2% CTR
Conversions
65 $12,000 Revenue
128 $23,000 Revenue
-33% ROI
360% ROI
Cost
$18,000
$5,000
Plus with Facebook you get:
89,000 Likes, Comments, Shares
1,600 Page Likes
online
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Topic & Contextual
Interest Targeting
Lookalikes
Remarketing
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Source: Pew Research Center’s Internet & American Life Project
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Source: eMarketer
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Source: Pew Research Center’s Internet & American Life Project
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