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Optimising Your Marketing ROI with Real-time Data

Mark Walker

Agenda

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1. Where to look2. What to look for3. Foundations of success

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Where to look1

1. Google Analytics

2. Your Eventbrite Dashboard

3. Social Media Analytics

4. Your CRM / Marketing Automation Dashboards

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What to look for2

The first place to start if you want to improve your marketing ROI is find what’s working

and do more of it i.e. high traffic, high

conversion activities

Next, look for pages with high traffic / low conversation - then use conversation rate optimisation to improve your ticket sales.

Then go for the inverse - pages with low traffic but high conversions, and

focus on driving more traffic to them.

Last but not least, look at how your conversions are doing across different devices, operating system and traffic sources. These all provide valuable information on where you should be focusing your resources, where there

might be leaks, or opportunities to increase ticket sales.

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Foundation of success3

1. Set up Google Goals!

2. Integrate tracking pixels with your Eventbrite dashboard

www.eventbrite.co.uk/blog/?utm_source=facebook&utm_medium=social&utm_campaign=mediapartner1

3. Make sure you’re tracking your campaigns with consistent

UTMs

4. Or with unique tracking codes if

you’re an Eventbrite user.

In conclusion

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1. To improve your marketing ROI, you first need to track everything effectively (and correctly);

2. Then you need to find what’s moving the needle, and do more of it!

3. Only then should you start digging round for leaks and missed opportunities;

4. And finally, remember that data ≠ insight! It’s only as smart as your interpretation of it, so look at it critically and think through what story it’s really telling you.

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Thank you

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@EventbriteUK | fb.com/eventbriteukeventbrite.co.uk/blog