#PACnet15

» Brandon O’Connor Paciolan

#PACnet15  Evolution of the Digital World  Changing Your Culture  Client Success Story  Universal Analytics Updates  How We Can Help Agenda 3

#PACnet15  80% of transactions are taking place online  Mobile growth is explosive  More visits, more opportunity » Digital growth is still strong!  Increased Competition » Who’s competing for your customers? Digital Dominance 4

#PACnet15  Evolution of the Digital World  Changing Your Culture  Client Success Story  Universal Analytics Updates  How We Can Help Agenda 5

#PACnet15  Show success  Keep it simple  Stay visual  Champion the cause  Empower your leaders From Instincts to Analytics - 5 Steps to Changing Your Business Culture

#PACnet15 OSEG worked hard on an eVenue redesign including the new tabbed layout and pick your own seat maps for the Ottawa Redblacks, Ottawa Fury and Ottawa67s events. The goal was to improve user experience and increase revenue. They also worked to implement their Ballena view from seat images to allow patrons to pan from each section to ensure they were able to select the seats they desired. Implementing these changes resulted in an incredible improvement in their metrics. Best Available Search PYO Seat Map eCommerce Conversion Rate- 15% eCommerce Conversion Rate – 55% Transactions – 2,291 Transactions – 5,899 Tickets Purchased - 6,319 Tickets Purchased – 15,774 Ottawa Sports and Entertainment Group – Pick Your Own Seat Maps & eVenue Redesign 7 Show Success

#PACnet15 8 Show Success

#PACnet15  Start small » Pick a focus point ▫ ▫ Social ▫ Mobile  Look for insights » How are users responding?  Identify areas to improve » Low conversion rates?  Automate your reporting » Schedule in analytics Keep it Simple 9

#PACnet15 Keep it Simple 10 The Long Center for the Performing Arts – Campaign Tracking for s The Long Center tracks the effectiveness of their digital campaigns by utilizing Google Analytics Campaign Tracking. They add tracking parameters to the end of their links that allow them to determine the effectiveness of their s. While they can get the open and click thru rates through PACmail, this allows them to report on additional statistics such as eCommerce conversion rates, bounce rates, transactions and revenue. Ultimately, LCPA betters serves its customers by understanding what content and offers are most appealing. This allows them to tailor future s to align toward their patrons’ purchasing affinities.

#PACnet15 Keep it Simple 11

#PACnet15  Most people are visual  Easier to understand  Saves time!  Garners attention Stay Visual 12

#PACnet15  Be an ambassador for analytics  Get in front of decision makers  Provide examples  Encourage other departments Champion the Cause 13

#PACnet15  Make your leader’s job easier  Prove value  Ask for support  You will stand out! Empower your Leaders 14

#PACnet15  Evolution of the Digital World  Changing Your Culture  Client Success Story  Universal Analytics Updates  How We Can Help Agenda 15

#PACnet15 Client Success Story – The University of Texas The Problem – Football Sales and Conversion Rates The University of Texas was looking for ways to drive additional sales and improve their consumer conversion rates. They were coming off a poor football season and were preparing to announce their new head football coach, Charlie Strong. The Plan – Develop a Highly Interactive Football Information Page While there would be a significant investment required to create the new page from their design and creative teams (internal and external resources); they decided to move forward and aggressively push the envelope to see how their fans would respond.

#PACnet15 Client Success Story – The University of Texas Standard Page

#PACnet15 Client Success Story – The University of Texas

#PACnet15 Client Success Story – The University of Texas Enhanced Page

#PACnet15 Client Success Story – The University of Texas Results To determine if the enhanced page was worth their investment, we worked with the University of Texas to identify 4 success metrics utilizing Google Analytics. 1.eCommerce Conversion Rate (% of users who purchase after viewing) 2.Bounce Rate (% of users who view page then leave the site) 3.Revenue (Total sales) 4.Per Session Value (value each user referred to the page is worth in revenue) Standard Page Enhanced Page eCommerce Conversion Rate – 15%eCommerce Conversion Rate – 21% Bounce Rate – 24%Bounce Rate – 17% Revenue - $488,750.75Revenue - $5,897, Per Session Value - $85.84 Per Session Value - $341.84

#PACnet15  Evolution of the Digital World  Changing Your Culture  Client Success Story  Universal Analytics Updates  How We Can Help Agenda 21

#PACnet15  More accurate tracking for » Visits » eCommerce Transactions » Cross Domain  Track users across devices (desktop, tablet, mobile)  Ability to pull in offline transactions into reporting  Quicker page loads  Benefits Universal Analytics - Review 22

#PACnet15  Reach out to your EOS if interested in upgrading  Google will end support of classic Google Analytics (GA.JS) soon  Automatic implementation to start as part of your 7.2 eVenue upgrade  Now Available! Universal Analytics – Implementation Status 23

#PACnet15  Track which specific events are added/abandoned in the cart  Measure effect of re-pricing  Interested in being a BETA?  Enhanced eCommerce Universal Analytics – New Feature 24

#PACnet15  Evolution of the Digital World  Changing Your Culture  Client Success Story  Universal Analytics Updates  How We Can Help Agenda 25

#PACnet15  Market need for extended analytics services » No budget for staff » Unaware of what to look for » No time » Benchmarks  What we provide » Three tiers of support based on your needs and budget  Analytics Consulting How We Can Help

#PACnet15 Please complete either the session evaluation form on your chair or online at Questions