Grand Ole Opry Retargeting Case Study
Retargeting The Grand Ole Opry
May 13, 2015
Ben and Sarah's presentation from Vest Advertising for the Integrated Communications Summit in Louisville, Ky.
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Grand Ole OpryRetargeting Case Study
The Challenge
Targeting and Measurability
The Show That Made Country Music Famous
The Challenge
The Solution
What is Retargeting?
Targeted advertising based on customer’s past actions.
Remember: In order to RE-target, you must first target!
Diagram courtesy: ReTargeter.com
Grand Ole Opry Tactics
Opry.com visitors
Email Openers
Affiliate website visitors
Searchers
Social Media Users
And the Retargeting
World Wide Web!
How Do You Track All This?
The Results
A Whole Host of Metrics (IMP, Clicks, Conversions) Across A Whole Host of Dimensions (Ads, Sites, Campaign, Tactic, Keyword, Email List, Website Visitor Segments)
602% ROI for lifetime of program (ticket sales/ad spend)
65% VT attribution and 100% CT attribution with 14 day look back
2,230% ROI for Opry.com and Affiliate Retargeting to Facebook
930% ROI for Opry.com Retargeting to WWW
494% ROI for Affiliate Retargeting to WWW
51% of revenue is generated in less than 1 day from last action. 83% in less than 7 days.
Top 10 Converting Sites Besides Facebook
YouTube, Yelp, Travelocity, NBC News, Weather.com, Drudge, eBay, Zillow, Accuweather, Yahoo
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