Client Challenge
This regional event producer lacked a holistic customer view due the data residing in separate silos. Each of their shows had separate WordPress sites and most of their web traffic were unknowns until a user went thru a full registration process.
Understanding their audience behaviors, attendee and registration purchase history was difficult, especially when targeting non-attendees and attendees with on-site offers and upsells.
Solutions & Tactics Applied
Data Unification: All data across their various systems were unified within ONEcount. Any registrations captured in WooCommerce and emails sent thru Marketo were immediate knowns so the event marketing team could set up segments coupled with various tactics based on first-time visitors, sponsors or previously attended, email engagement including not opened, not clicked.
Identity Resolution & ID Graphs: ONEcount’s deterministic methods of marrying first-party data and a user’s interaction across web, mobile, server, and third-party partner touchpoints created an ID graph which became the catalyst for all identifications. Converting unknown visitors to identified users paved the way for personalizing user experiences.
Form & Pop-up Builder: Using our Drag-and-Drop tools, the team instantly deployed targeted campaigns to get e-mail opt-ins on speaker alerts, topic interests and sponsorship pop-ups to collect leads for future event locations.
End Result
The client’s multi-channel approach increased event attendance to each of their regional shows while adding new names for future event promotions. Aggregated analytics across each user interaction proved that their targeted on-site pop-up campaigns converted at a higher rate and outperformed e-mail campaigns deployed thru their ESP.
The lead gen efforts produced over 100 new sales leads for sponsorships and exhibitor opportunities within a 3-month period.
