Website Visitor Tracking and Follow-Up Campaigns. Bernie Turner FanOne Marketing Marketing Manager and Digital Strategist
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2 What Is A Web Tracking Script? Code placed into a web page Enables visibility of cookied web visitors and identifies individuals to retarget Works with all internet browsers Very important component of marketing automation 2
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4 4 Web Page Tracking And Follow-up Campaigns Are Extremely Effective: Nearly 80% of online display ads based on tracking data* Triggered s can recapture abandoned shopping carts** 30% Website visitors retargeted with display ads are 70% more likely to convert*** returns $40.56 for every dollar, versus to $19.72 for display ads. * ** ***
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6 Who Should Use Web Tracking? Website visitor tracking is for Venues Teams Leagues Organizations Everyone can benefit EVERYONE 6
7 7 How Does Web Tracking Work? Records must be known Individual visits a page on your website that has a tracking script* Contact is tracked with technology A back-end report is dynamically generated identifying visitors But, it shouldn t end there. *Make Sure to Update Privacy Policy per Usage of Tracking Scripts
8 Once Tracking Scripts Are Set You Can View, sort, and filter leads in real-time Forward leads to sales via auto-notifications Automate retargeting responses Any combination of the above Easily adjust workflow at any time 8
9 9 Why Should You Use Web Tracking? Identifies most interested and engaged prospects Assists with lead management and scoring Allows you to leave no stone unturned Does the heavy lifting - enables easily customized automated response and follow-up to individuals
10 Where Should You Use Web Tracking? Premium seats Season tickets Game plans Suites and group sales Specific events Merchandise Checkout pages Pages targeted to promoters, sponsors, and advertisers 10
11 11 Website Visitor Tracking and
12 Strategy: Acquisition Tactic: Personalized Registration 12
13 CRM Integration 13
14 Creative Follow-Up Campaign Ideas: Promotion or contest Coupon or discount Did you know? Top 10 reasons list Ask the experts If it s not working fix it! 14
15 Challenge: We don t have the bandwidth/sales support for phone follow up Solution: Automate it! Create automated follow-up communications, channeling best leads towards an online sale Idea: Set follow-up communications based on specific pages visited 15
16 Challenge: Tracking scripts only track known contacts Solution: It s as simple as a click! Newsletters and communications with links to a variety of items will help cookie individuals for tracking Idea: Drive fans to sign-up for newsletter, and Include links to exclusive videos, in-demand content or discounts 16
17 Summary: Tracking and follow-up campaigns are very effective Drive and funnel prospects to sale Easy to automate Simple to modify and update Generate additional revenue 17
18 Key Take Away Action Items: Enable tracking scripts on your highvalue web pages Set automation to daily leads to sales staff (i.e. premium and group leads) Retarget, warm, and funnel leads with automated follow-up campaigns Connect with your FanOne Digital Strategist to assist with tracking strategy and tactics 18
19 12:00 pm to 12:20 pm Presentation 1 12:20 pm to 12:40 pm Presentation 2 12:40 pm to 1:00 pm Presentation 3 FANONE MARKETING PARTNER SUMMIT AGENDA THURSDAY, JULY 25, 2013 (Schedule Below in Eastern Time) WEBINAR-PRESENTATION WELCOME & INTRODUCTION, Howard Elgart, Director of Partnerships MARKETING AUTOMATION OVERVIEW Mark DiMaurizio, VP Technology Solutions SUBSCRIPTION MANAGEMENT. PERSONALIZATION & SEGMENTATION (INCLUDING SURVEYS & FORMS) Kristin Esteghlalian, Account Director 19 1:00 pm to 1:20 pm Presentation 4 1:20 pm to 1:40 pm Presentation 5 1:40 pm to 2:00 pm Presentation 6 2:00 pm to 2:20 pm Break 2:20 pm to 2:40 pm Presentation 7 2:40 pm to 3:00 pm Presentation 8 3:00 pm to 3:20 pm Presentation 9 3:20 pm to 3:40 pm Presentation 10 3:40 pm to 4:00 pm Closing CREATIVE, CONTENT, AND USABILITY (INCLUDING A/B TESTING) Crystal Baird, Digital Marketing Specialist WEBSITE VISITOR TRACKING AND FOLLOW-UP CAMPAIGNS, RETARGETING ACTIVITES (INLCUDING STADIUM WELCOME, BEHAVIOR BASED, AND CART ABONDONMENT CAMPAIGNS) Kyle Murphy, Digital Marketing Specialist BREAK AND Q&A LEAD NURTURING, INACTIVE SUBSCRIBER RE-ENGAGEMENT AND ACTIVATION CAMPAIGNS Kyle Murphy, Digital Marketing Specialist PREMIUM AND GROUP SALES TACTICS, SEASON TICKETS, PERSONALIZED INVOICES, AND PURLs Kristin Esteghlalian, Account Director SOCIAL MEDIA INTEGRATION, SHARING, AND MOBILE MARKETING Crystal Baird, Digital Marketing Specialist DELIVERABILITY, DATA REPORTING, & ANALYSIS, CLOSING AND Q&A
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