1. Analytics 101:
How to Measure Success
Jodi Buresh, CFE
Director of Partnerships, Saffire
Amy Pelzl
Director of Ticketing Partnerships, Saffire
1
2. But in 2009, we got contacted by an event, and we decided this is where we want to
be. We provide events with websites and ticketing in a simple, integrated platform.
2
12. All integrated into sales reports that you can view by Product, Date, Location
…
And even on your smart phone.
12
13. WE’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!
13
14. LET’S TALK.
I know you’re all busy. If you’re anything like me, there are probably about 100 things
on your to do list, all with seemingly of equal priority.
14
15. WEBSITE ANALYSIS.
First off ---
A beautiful website is just that! BEAUTIFUL
However, you can't judge a website by its cover. To truly know how successful your
website is, you need to dive into the data and analytics.
While measuring success can't always be about the pretty colors, fonts and textures.
Data and the analytics is what you really need to dive into to see if your website is a
success.
15
17. STEP #1
Show of hands – how many of you are utilizing Google Analytics or some sort of an
analytics software to measure your website?
17
18. TOOLS
You need the right tools to do the job! If you have a plugged toilet, what do you use?
A Plunger – you would never use a wrench to unplug a toilet right?
It’s the same with analyzing the website – you can’t analyze it by just guessing
Kind of like guessing how many are in attendance at your fair – right?
18
19. If you don’t have it yet – that is your #1 Takeaway for today – you can not analyze any
data without the right tools!
19
21. TRACK the TRAFFIC
• Organic Search Engines
• Social Media Pages
• Paid ads
• Referral Links (WAF)
Source: https://square2marketing.com
https://www.square2marketing.com
You need to be keeping track of how many people are visiting your site –
Where are they visiting from?
• Are they coming from a google search engine
• Are they coming from a social media page?
• Are they coming from an ad that you have paid for on the internet
21
22. Here is Saffire.com’s analytics page – we preach this to our clients – this is the first
thing that pops up when they open their website platform to make changes to their
website.
22
23. This is kind of a big deal too – and for Saffire – we hit this in NOVEMBER– and it’s
something we celebrated within our TEAM – We hit over 1 million page views so far
this year. This is by far the most we have hit.
23
25. GOOD CTA’s
• Tell them what you want them to do
• Test them – use different placement, size, design – what is
driving them to CLICK
• Use Different colors that stand out
• TEST! TEST! TEST!
Source: https://square2marketing.com
https://www.square2marketing.com
Calls-to-action (CTAs) are a critical aspect of every web page. You need to direct your
visitors to the next thing you want them to do (i.e., download now, view more, add to
cart).
If your CTAs are not being clicked, you need to make changes so your visitors take the
next step toward becoming customers.
CTAs offer a great opportunity to do some A/B testing with placement, size, design
and text to analyze what is driving users to click through.
Try to use colors that stand out but don't look spammy.
Make your CTAs seem intriguing enough to click while still looking valuable and not
like ads. It's a balancing game, but do some testing and you'll figure out the right way
to go about it.
25
27. S-M-A-R-T GOALS
• S = Specific
• M = Measurable
• A = Attainable
• R = Realistic
• T = Timely
The first thing you should always ask before kicking off any project is, "What are the
goals?" Tracking your progress toward those goals is just as important. All goals
should be SMART— specific, measurable, attainable, realistic and timely.
Deeming your website a success is about more than just how it looks from the
outside. Actually measuring its success requires an in-depth look at the analytics and
data.
Luckily, tons of data and resources are right at your fingertips. Don't waste anymore
time. Start digging into those analytics today!
27
32. SOCIAL
MEDIA PLAN
Audit
Current
Presence Know Your
Customer
Choose
Networks
Posting
Strategy
Create
Content
Analyze &
Test
When coming up with your social media plan – you really should think it through – its
still having GOALS
Your’ goal might be different than someone elses –
I could stand up here and tell you that your goal should be to have more content
Should be to have engagement
Should be to have click throughs
But each of you have different goals. So I can’t set those for you – you need to do
that.
https://www.ducttapemarketing.com/social-media-marketing-plan/
https://blog.bufferapp.com/social-media-marketing-plan
32
33. AUDIT CURRENT SOCIAL MEDIA PRESENCE
Know where you are before determining the start line.
33
34. WHAT TO CONSIDER WHEN AUDITING
• Which networks are you currently active on
• Are your networks optimized (photo and cover images, bio, URL, etc.)
• Which networks are currently bringing you the most value
• How do your profiles compare to your competitors’ profiles
Source: http://www.ducttapemarketing.com
https://www.ducttapemarketing.com/social-media-marketing-plan/
34
35. COMPLETE EXISTING PROFILES
• Completed profiles show professionalism, cohesive branding,
and signal to visitors that you’re serious about engaging
• Check and update existing social media profiles monthly:
• Profile photos
• Cover photos
• Bio information
• Profile information
Source: https://blog.bufferapp.com
https://blog.bufferapp.com/social-media-marketing-plan
One of our monthly checks is to visit each of our social media profiles and make sure
that our profile photos, cover photos, bio, and profile info are up-to-date and
complete. It’s a key part to our social media audit. A completed profile shows
professionalism, cohesive branding, and a signal to visitors that you’re serious about
engaging.
35
36. ANALYZE AND TEST
If you’re not measuring, you’re not marketing.
If you’re not measuring, you’re not marketing.
36
39. METRICS
THREE KEY
TO FOCUS ON
What are businesses and organizations spending in sponsor dollars these days and
what would it take for you to see some of those dollars?
39
40. FACEBOOK METRICS
• 1.Total interactions – How many times was a #hashtag used?
• 2.Total reach – How many followers potentially saw your post (including
reposts)
• 3.Engagement - How many likes, retweets, & shares were there of the post
40
50. Products / Offerings
What???
Where???
How???
Brainstorming – Get everyone involved, pull a group together from diverse group
(interns, volunteers as well as staff) What do they pay for entertainment, how far out
do they plan – how big a discount will make them buy early??
50
51. SO Many Options for our entertainment dollar – How do you make your event stand
out
If you’re an annual event, or maybe you have 2 or 3 ticketed events a year, you’re
competing against other options that are ticketed every single weekend or maybe
every single day.
We as consumers start to develop expectations for how ticket purchasing should go,
and you don’t want to be at a disadvantage just because you don’t do it as often.
There’s even some room to surprise and delight your customers with a few well-
thought out plans for executing a ticketed event.
51
52. LEARNING ABOUT THE EVENT
Communicating to the right customers at the right time
52
53. CREATE A ROLLOUT PLAN
• Set an Announcement Date
• Determine Your Pre-Sale Audiences
• Set Pre-Sale Dates & Communication
• Promote the Public On-Sale Date
• Go back and do it again (Shhhh – just for you offers)
53
56. TELL PARTNERS ABOUT SALES EARLY
They will help you
advertise!
Speaking of early…
Tell the media, sponsors and other partners early. They love exclusivity too, so give
them the chance to “scoop” your story. That way, you won’t only be counting on your
email and social media following. You’ll be using theirs too!
Hint: When deciding who to alert about your sale, use as one factor how many
Facebook (or twitter) followers they have. That way, if they put it out there, it will
reach the biggest audience.
56
63. BUILDING YOUR EMAIL LIST
Source: www.marketingprofs.com
https://www.marketingprofs.com/chirp/2017/31985/seven-tips-for-building-a-killer-
email-list-infographic?adref=nlt052417
62
66. 98% OPENS
Text blasts get
Compared to 22% for emails.
…In the first 3 minutes!
And what about those Digits????
And you have ticket purchasers phone numbers – so try text blasts – there are some
great providers out there that provide text marketing – give it a shot and then
measure the results in your reporting just like you do with email!!
65
67. Use Internet Resources (Espacial, Mapline, Maps & Trips) Most have a free trial period!!!
66
69. Thank you.
jodi@saffire.com
amy@saffire.com
More Online Tips
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram teamsaffire
YouTube saffirestudio
THANK YOU!
Don’t forget to drop off a business card with me today, and we’ll be sharing these
presentation slides as a follow-up! And of course don’t be shy, swing by our booth at
the tradeshow later as well!
68
