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Develop Marketing Superpowers with Data
June 14, 201610:15 – 11:15 AM
Jenn Ellek CMP, Sr. Director, Trade Marketing & Communications, National Confectioners Association
Susan Merther CPP, Director of WEFTEC Education, Water Environment Federation
Joe Colangelo, CEO and Co-Founder, Bear Analytics
Format for Today:Real cases using real data!
1. Introductions & Background2. Analytical Approach & Results3. Client Learnings4. Impact!
Joe ColangeloCEO Bear Analytics@joecolangelo
Susan MertherDirector of WEFTEC Education Water Environment Federation (WEF)
Jenn EllekSr. Director, Trade Marketing & CommunicationsNational Confectioners Association (NCA)
Challenges
Exhibit Floor show growth demanded 15%attendee growth. Growth from 2011-2015
was ~1% a year on average.
Understanding the fundamentals on our attendees to specifically target and attract
our MOST Valuable, senior-level, attendees.
The Challenges
o More than 17,000+ qualified professionals attend with global participation from 90 countries.
o Total of 750+ exhibiting
companies display more than 4 acres of candy and snacks.
o Innovations awards reveal the top innovative items across eight different categories.
Job Hazards…
o Seven cavities my first year at NCA
– cavity-free for the past 5 years!
o How do you keep a balanced lifestyle working in Candyland?
o Ran half marathons “off the beaten path” in Cambodia, Cabo and Key West
o Favorite treats: Green tea Kit-Kat and Chuao honeycomb chocolate bar
SSE Overview Fun Facts About Jenn
o Needed to ID target audience
o Lover of data but had a small budget
o Small staff but the event had lots of data opportunities
o Wanted to test a pilot
o Big issue – getting lost in the data, don’t necessarily have the experience on the team to analyze the data
o Largest water quality conference in North America!
o 29 comprehensive education workshops, 130 technical
sessions, including 16 mobile sessions.
o 1,000+ exhibiting companies and more than 25,000international registrants.
o Top 70 Trade Show
WEF TEC Overview Fun Facts About Susan
üLack of data access
üDirty Data
üNo Time!
üDidn’t know what to look for
üNeeded to move fast
Approach
Identify those registrants who are MOST LIKELY to convert & targeting NEW
areas of opportunity.
Targeted marketing by engagement score &
BEHAVIORAL intelligence.
Segmented our prospects into behaviorally similar
groups - who we talked to with a TAILORED voice.
Providing the marketing brains
with what they need to succeed.
Target CEOs for event attendance – learned
that they WERE NOT our best customers.
Determined local prospects for 2015 Show
in Chicago & created a LAST MINUTE push.
Targeted list of companies that sent the most individuals – who
were previously NOT TARGETED.
Utilizing the information at hand to move the needle weeks before
the event.
Results
o 10% jump in registrations from 2015 to 2016 (no/low growth from 2013-2015)
o Consistent buyer verification rate – still maintained quality attendees
o Transforming mass marketing into transformable micro-conversions. Powered by enhanced audience engagement:
o Better open rates
o Higher click through rates
“Mass Marketing is dead –micro marketing is the future.”
o Full conference registrations up 5% since last time in Chicago
o Surprised by who our TOP customers were & now target them for our VIP Concierge Program
o INCREASED engagement of CEOs (our best customers)
o Bear helped create a regionally tagged list of targets for TARGETED marketing at future WEF events
o Starting small can make a REAL impact
“We followed the core tenant of marketing: ‘Know who your
customers are.’”
Tips & Tricks
Don’t Fear the Data
Be Aggressive with Goals
