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11 Marketing Attribution at Universal Orlando Resort: Keys to Success Rob Gallardo, Director of Digital Marketing & Analytics Universal Orlando Resort Manu Mathew, Co-Founder & CEO Visual IQ iMedia Brand Summit, February 11, 2014 Slide 2 22 Drop Business Card to Win Lobster Clambake for 2 Shipped Overnight to Anywhere in the U.S. 2 Slide 3 33 Motivations & Goals Level the Playing Field for All Channels & Tactics Common Standard Identify the Attributes With The Greatest Impact on Performance Optimize Media Buying for Increased Marketing ROI 3 Slide 4 44 Implementation Requirements 4 Identify & Gather Data Sources Establish Common Set of KPIs Normalize Data Configure Interface Slide 5 55 Implementation Learnings 5 Organizational Structure Alignment Foundational System Data Quality Cross Channel Meta Data Classification Slide 6 66 Insights, Optimizations & Results 6 Frequency Management Adjust Display Ad Frequency Caps Consolidate Retargeting Placements Conversion Funnel Alignment Customize Ad Rotations Placement-Specific Valuation Placement Optimization Paid, Owned & Earned Halo Insights to influence cross-channel tactics Slide 7 77 The Future Establish Incrementality Integration with Top Down Modeling (Offline Channels) Integration with DMP/DSP/Bid Management Execution Cross Channel Contact Management 7 Slide 8 88 Questions? 8 Slide 9 99 Drop Business Card to Win Lobster Clambake for 2 Shipped Overnight to Anywhere in the U.S. 9