Feb. 12, 2015
Gone are the days of not knowing the effectiveness of your paid marketing. Gone are the days of spending budget on a dedicated email blast or display campaign on your local weekly’s site and not knowing how many eyeballs saw it, how many sales it drove, and to which events. Today, it’s all about data-driven marketing!
Here are 5 steps you should take today to start making data-based marketing decisions.
- Tag marketing campaign links with Source and Medium UTM codes. Want to know how many ticket sales were generated as a result of your alt weekly ad or Charli XCX’s tweet? Tag your links to see this in Backstage’s Source Performance dashboard. Learn more in this Ticketfly Community Article.
- Tag artists with genre(s) when building an event. This will associate ticket buyers with a genre list so you can email them about relevant events in the future. Do you book dubstep, comedy, or 90s rock acts? Customize genres to reflect the specific talent that frequents your business. Learn more about genre tagging in the Ticketfly Community.
- Ask us to implement your marketing pixels to track paid ad performance. Simply generate pixel code using your advertising platform and pass it along to your Client Rep. The two most common pixel types are conversion pixels and retargeting pixels. Conversion pixels help you measure an ad’s ROI by reporting on actions people take after ads are served (i.e., buying a ticket). Retargeting pixels help you turn window-shoppers into buyers by serving ads to those who viewed an event but didn’t purchase.
- Experiment with Facebook’s advanced advertising options like conversion tracking and custom or lookalike audiences. By placing a conversion pixel on Ticketfly’s sale confirmation pages and then adding it to your Facebook ad, you’ll know exactly which ads led to conversions (ticket sales). Custom audiences allow you to reach customers you already know with ads on Facebook. You can build audiences based on uploaded email addresses, phone numbers, or the people who visit your website. Lookalike audiences let you reach new people who are likely to be interested in your events because they are similar to your existing customers. Visit facebook.com/business to learn more.
- Evaluate your performance using Ticketfly’s Source Performance Dashboard. What percentage of your ticket sales can you attribute to free search? How many ticket sales were generated as a result of amplifying your events to Facebook? Check out Backstage to view this at the Org or Event level. It’s critical to keep tabs on your performance to determine what’s working and what’s not so you know where to focus your budget and where to stop spending.
Forget the agony of not knowing if your marketing budget–and your time–are being spent wisely, and step into the world of data-based decisions and marketing. Reach out to your Client Rep with questions.