Wouldn’t it be great to make informed, data-backed decisions about where to make budget and resource adjustments in our live marketing campaigns? What if we had a framework for testing new ideas and optimizing our campaigns in an iterative and systematic manner? In this workshop, Justin will provide a valuable framework for designing flexible marketing campaigns that will help you “close the loop.” You’ll leave with: New knowledge of measurement strategy, testing and optimization, and campaign research methods A foundation for “rigging the game” and designing campaigns that evolve and provide future learnings A start-to-finish framework for designing, testing, and evolving a flexible cross-channel marketing campaign INSTRUCTOR: JUSTIN GABBERT Manager of Digital Analytics & Optimization, Red Door Interactive

1. #SDAOM @JustinGabbert
JUSTIN GABBERT
RIG THE GAME: HOW TO DESIGN FLEXIBLE
CAMPAIGNS THAT LEARN AND EVOLVE

2. #SDAOM @JustinGabbert
What do I mean by rigging the game?

3. #SDAOM @JustinGabbert
Create a game that you cannot lose

4. #SDAOM @JustinGabbert
How does a campaign “lose”?
• Missed goals
• Minimal conversions
• High cost per conversion
• Negative sentiment
• Low engagement
• Hurts the brand
• Little to no learnings

5. #SDAOM @JustinGabbert
Imagine you work for a large beer
manufacturer

6. #SDAOM @JustinGabbert
And here’s Duff’s campaign process…
1. Annual Planning & Budgeting
2. Big Idea(s)
3. Campaign budget allocation
4. Campaign briefs
5. Partners/Agencies pulled in
6. Strategy adjustments made
7. Go Live!
8. Weekly status calls
9. Ad Hoc email reports
10. Final wrap up report & analysis

7. #SDAOM @JustinGabbert
What’s missing?

8. #SDAOM @JustinGabbert
1. Annual Planning & Budgeting
2. Big Idea(s)
3. Campaign budget allocation
4. Campaign briefs
5. Partners/Agencies pulled in
6. Strategy adjustments made
7. Collectively define KBOs, KPIs & learning objectives
8. Campaign evolution strategy
9. Go Live!
10. Actively evolve campaign
11. Weekly status calls
12. Ad Hoc email reports
13. Final wrap up report & analysis

9. #SDAOM @JustinGabbert
How does this help us rig the game
(campaign) so we can’t lose?

10. #SDAOM @JustinGabbert
Collectively Define KBOs

11. #SDAOM @JustinGabbert
KBO = Key Business Objective

12. #SDAOM @JustinGabbert
Key Business Objectives
• Key Business Objectives must be
measurable
• Key Business Objectives must
fulfil on corporate initiatives
• If you have more than 1-2 KBOs
they’re no longer “key”

13. #SDAOM @JustinGabbert
Key Business Objectives
Duff wants to:
1. Increase sentiment
& awareness
among West Coast
bartenders
2. Increase sales to
neighborhood bars

14. #SDAOM @JustinGabbert
Duff’s influencer marketing
campaign is born!

15. #SDAOM @JustinGabbert
Duff’s Influencer Marketing Campaign
• Increase sentiment & awareness
among West Coast bartenders
• Bartenders follow trendy social
accounts for inspiration
• Bartenders visit trendy blogs to see
what’s “in”
• Bartenders love industry events

16. #SDAOM @JustinGabbert
Duff’s Influencer Marketing Campaign
• Increase sales to neighborhood
bars
• If we can convince bartenders that
Duff is the new “throwback” trend,
they’ll stock our beer and push it to
customers.

17. #SDAOM @JustinGabbert
Duff’s Influencer Marketing Campaign
• The Duff West Coast Party Tour
• San Diego
• Los Angeles
• San Francisco
• Sacramento
• Portland
• Seattle

18. #SDAOM @JustinGabbert
Duff’s Influencer Marketing Campaign
• Who’s invited?
• Bartenders
• Social Media influencers
• Bloggers
• Local Yelp Elite

19. #SDAOM @JustinGabbert
Duff’s Influencer Marketing Campaign
• What makes the party special?
• Unexpected locations
• Countless artistic photo opps
• Free beer
• Tons of trendy Duff swag
• Celebrity musician performance

20. #SDAOM @JustinGabbert
Collectively Define KPIs

21. #SDAOM @JustinGabbert
KPI = Key Performance Indicator

22. #SDAOM @JustinGabbert
Key Performance Indicator
• Key Performance Indicators must
have a target
• A metric without a target is not a
KPI…it’s a metric
• KPIs must directly impact KBOs
• If you have more than 3 KPIs
they’re no longer “key”

23. #SDAOM @JustinGabbert
Key Performance Indicators
• KBO: Increase sentiment & awareness
among West Coast bartenders
• KPI: 300 bartender, influencer, and
Yelper social posts per party
• KPI: 5 blog article mentions per party
• KPI: Increase Duff’s net sentiment
score by 30% in each region for 3
weeks.

24. #SDAOM @JustinGabbert
Key Performance Indicators
• KBO: Increase sales to
neighborhood bars
• KPI: 10 new bars stock Duff in each
region
• KPI: Increase bar regionals sales by
20%

25. #SDAOM @JustinGabbert
Collectively Define Learning
Objectives

26. #SDAOM @JustinGabbert
Learning Objectives = IMPORTANT!

27. #SDAOM @JustinGabbert
Learning Objectives
How can we use this campaign to gain
valuable insights?

28. #SDAOM @JustinGabbert
Learning Objectives
Insights can & should be a key
deliverable for a campaign

29. #SDAOM @JustinGabbert
Learning Objectives
• For future marketing Duff needs to
know:
• How can we reach our target
consumer?
• What messaging resonates with the
target consumer?
• How should we target each West Coast
region?
• How should our messaging change for
each West Coast region?
• How do our target consumers respond
to our product?

30. #SDAOM @JustinGabbert
Learning Objectives
• These insights will inform future:
• Ad targeting
• Ad Copy
• Social content
• Blog content
• Campaign activations
• Product development

31. #SDAOM @JustinGabbert
Campaign Evolution Strategy

32. #SDAOM @JustinGabbert
Should we wait until the end of the
campaign to put these insights into
action?

33. #SDAOM @JustinGabbert
We should develop a pre-planned
strategy to continually optimize.

34. #SDAOM @JustinGabbert
Campaign Evolution Strategy
1. Inform Execs & Management
2. Measurement strategy
3. Testing & optimization strategy
4. Consumer insights strategy
5. Creative & channel marketing
resources available to make
ongoing changes

35. #SDAOM @JustinGabbert
Inform Execs & Management
• We need buy in because:
• Multiple messages will be in market
during tests
• Campaign messaging will change
• Campaign targeting will change
• We will need to pull & add elements
to parties
• We need resources to take action
and evolve the campaign

36. #SDAOM @JustinGabbert
Duff’s Measurement Strategy
• Leading indicators of KPI health
• Website Performance
• Landing page engagements by channel
• Event sign-ups by channel
• Social Ad Performance
• Ad copy performance (influencers & bartenders)
• Targeting performance (influencers & bartenders)
• Ad network performance (influencers & bartenders)
• Email performance
• Influencer response rate
• Bartender response rate

37. #SDAOM @JustinGabbert
Duff’s Testing & Optimization Strategy
• Website Performance
• Install testing platform to adjust copy, CTA, images, etc.
• Social Ad Performance
• 3-5 variations of each Ad
• Run all Ads & eliminate poor performers
• Based on insights, develop new Ads to challenge top
performers
• Email performance
• 3-5 variations of subject headline
• 3-5 variations of email body content & imagery
• Send variations to small sample & eliminate poor
performers
• Based on insights, develop new emails to challenge top
performers

38. #SDAOM @JustinGabbert
Duff’s Consumer Insight Strategy
• Social Listening & Intelligence
• Monitor social feedback during & after each
event
• Analyze consumer language, sentiment, and
amplification
• “On the ground” insights
• Interviews with bartenders & influencers at each
event
• How did you hear about it?
• How can we make it more appealing to others?
• What would make the party cooler?
• What would make you want to share this event?
• What changes would you like to see made to our
product?

39. #SDAOM @JustinGabbert
Duff’s Evolution Resourcing Strategy
• Analyst
• Site-side analytics
• Website testing
• Social listening & intelligence
• Media Strategist
• Testing Ad copy, imagery, and targeting
• Email strategist
• Testing Email subjects, imagery, and content
• “On the ground” insights strategist
• Designer & Copywriter
• Works across all channels to puts insights into
action

40. #SDAOM @JustinGabbert
GO LIVE: The West Cost Tour Begins

41. #SDAOM @JustinGabbert
First Stop: San Diego!

42. #SDAOM @JustinGabbert
West Cost Tour San Diego
ü Influencers RSVPs are steady
ü Influencers promote the event
ü Bloggers RSVP are steady
ü Bloggers promote the event
X Bartender sign-ups are low

43. #SDAOM @JustinGabbert
Actively Evolve Campaign

44. #SDAOM @JustinGabbert
Low bartender attendance…
• Increase sentiment &
awareness among West Coast
bartenders
• 300 bartender, influencer, and
Yelper social posts per party
• 5 blog article mentions per party
• Increase Duff’s net sentiment score
by 30% in each region for 3 weeks.
• Increase sales to
neighborhood bars
• 10 new bars stock Duff in each
region
• Increase bar regionals sales by
20%

45. #SDAOM @JustinGabbert
Bring in the Analysts
• Social Ads & Emails are actually
driving plenty of bartender
traffic to the campaign landing
page, but no one is signing up
yet.

46. #SDAOM @JustinGabbert
Maybe it’s our creative?
Vs.

47. #SDAOM @JustinGabbert
Maybe it’s our creative?
Vs.
+18%

48. #SDAOM @JustinGabbert
Maybe we need more urgency?
Event Date: Jan 25th, 2017
Vs.
Event Date: Jan 25th, 2017
Only 85 spots still available!

49. #SDAOM @JustinGabbert
Maybe we need more urgency?
Event Date: Jan 25th, 2017
Vs.
Event Date: Jan 25th, 2017
Only 35 spots still available!
+35%

50. #SDAOM @JustinGabbert
Key Learnings
• San Diego bartenders respond well
to posh clubs, DJs, and disco
lights.
• San Diego bartenders will wait to
convert unless there’s a sense of
urgency.

51. #SDAOM @JustinGabbert
Campaign Evolution
• San Diego bartenders respond well to posh
clubs, DJs, and disco lights.
• New iterations of social ad and email creative
• Begin targeting social users with affinities for
local posh clubs and bars
• Event decoration & activations shift
• Carry creative over to test for the Los Angeles
event

52. #SDAOM @JustinGabbert
Key Learnings
• San Diego bartenders will wait to
convert unless there’s a sense of
urgency.
• Duff will need to create a sense of
urgency when asking bartenders to stock
their beer

53. #SDAOM @JustinGabbert
Campaign Evolution Process

54. #SDAOM @JustinGabbert
Launch
Campaign
Test
Launch
Winning
Variations
Test Learnings
Across
Channels
Use Learnings
for Future
Campaigns
Develop New
Campaign
Strategy

55. #SDAOM @JustinGabbert
Rigging the Game
KBOs
KPIs
Learning Objectives
Inform Execs & Management
Measurement strategy
Testing & optimization strategy
Consumer insights strategy
Creative & channel marketing
resources available to make ongoing
changes
Aligned on corporate initiatives
Clear measurable foundation
Good/bad performance, we still have a
valuable deliverable
Green light to change course
Quantitative insights
Insights into action
Qualitative insights
Insights into action

56. #SDAOM @JustinGabbert
QUESTIONS?
Thank You