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Moneyball Marketing

2015 AESP National Conference
by

Kelsey Raftery

on 16 March 2015

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Transcript of Moneyball Marketing

Click-Through
Rates
Danielle Marquis
Marketing Director
vs.
Payroll is 65% smaller
5 World Series wins in 20 years
7 Post-Season appearances in 20 years
How'd they do that?
This guy
...if I'm being honest.
(Billy Beane)
Date Night
How the Yankees do it
How the A's do it
Scouting + Strategy
Avg Marketing Budget
8-11% of operating budget
=
42% make decisions with this
Creative Flair
Wanted:
Ambidextrous Marketer
Financial Discipline
Forming a Team
Management Metrics
Strategy
Market Research & Segmentation
Play-by-Play Stats
Tactical Benchmarks & Metrics
Game Day
Campaign Analysis
Post-Season
Reporting & Results
(Gratuitous "
My Boss Playing Baseball
" shot)
#WWBBD?
#WWBBD?
#WWBBD?
#WWBBD?
Nobodies
vs.
What Would
Billy Beane Do?
Strengths
Tracking
Achievers
Establish Benchmarks
Early Season
All-Star Game
Late Season
No other team has won as many of its final 75 games as the A's
Subject Line #1
"National Grid Small Business Referral Program"
Subject Line #2
"Get More From Your Lighting Upgrades"
cut image
A/B Testing
Isolate a Variable
Test (Split List)
Analyze
Multivariate Testing
Many Variables
Test (Split List)
Analyze
add more links!
change copy
from sales vs. from marketing
Advantage:
Precise
Advantage:
Fast
Historical
Industry
Peers
General
specific
measurable
attainable
relevant
time-bound
Where's my undiscovered star?
How will I get on base?
How will I improve in the middle of the season?
800 Line Calls
Web Form Submissions
Web Form Submissions
Web Form Submissions
Web Form Submissions
Tactics
Vertical Markets
118% increase in calls
250% increase in forms
Initial Results
Program Year Ended
calls increased another 5.4%
Auto Repair
Convenience Store/Deli
Retail
What if we put the campaign on hold?
Coincidence?
Calls dropped 67%
Forms dropped 60%
August
Outperformed Benchmark by 76%
Strong CTR 17.3% higher than benchmark
Achieved Benchmark
Mid-Stream Results
- as of September 2014
Underperformed Benchmark by 76%
Why? Excluded chains, but maybe rental issues? Referral program? Too soon?
Surprise...
17% October Calls & Forms
Surprise...
9% October Calls & Forms
Surprise...
9% October Calls & Forms
Billy's Boss
My Boss
67% of CEOs
#WWBBD?
ROI
How can I knock it out of the park?
What tactic is my clubfoot pitcher?
dmarquis@smartwattinc.com
Web Form Submissions
Web Form Submissions
Web Form Submissions
Web Form Submissions
"The experiment was a failure."
"This is baseball, not statistics."
"Nobody reinvents this game."
"You just won more games without money than you won with it."
No.
Vertical Segmentation
Custom Segmentation
Micro-Targeting
Web Form Submissions
Web Form Submissions
Social Media Expert
Prezi Master
AESP Marketing TC Chair
IIAR Marketing Committee
MWFPA Marketing Committee
Graphic Designer
SEO Master
Graphic & Web Designer
AESP Speaker
RMUE Speaker
IARW Speaker
White Paper Author
Analytics & Testing Expert
AMP Superuser
AESP Marketing TC
PowerPoint Expert
PowerPoint & Prezi Expert
Project Manager
Digital Diva
Content Creator
Full transcript