11 Marketing Attribution at Universal Orlando Resort: Keys to Success Rob Gallardo, Director of Digital Marketing & Analytics Universal Orlando Resort.

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Presentation transcript:

11 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

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

33 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

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

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

66 Insights, Optimizations & Results 6 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

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

88 Questions? 8

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