News

DCPA: Using Data to Increase Patron Engagement and Drive Revenue

engagement

Issue:

After 40 years showcasing hundreds of Broadway hits, premieres and blockbuster musicals including Disney’s The Lion King, The Phantom of the Opera and The Book of Mormon, The Denver Center (dcpa.org) found itself in possession of a massive database of more than 750,000 patrons, but it lacked a detailed understanding of its customers.

Resolution:

To help DCPA, SSB built a custom web application and created a tool that integrates third party data into the DCPA’s customer database. Known as Central Intelligence, the SSB platform allows the DCPA to identify the most likely patrons for each campaign and increase engagement.

Results:

The Denver Center’s email marketing campaign to lapsed patrons achieved a 738% ROI, including a 210% click-through rate increase, a decrease in opt-outs of 95%, and a 90% decrease in spam complaints.

Quote:

“We target important customer sub-groups within our overall patron database,” said Jennifer Nealson, Chief Marketing Officer for the Denver Center. “Our goal is to be relevant to every individual.”

Kaiser Permanente and SSB Working Together to Improve the Customer Experience

customer
The Customer Experience Portal was designed to help Kaiser Permanente consolidate customer data records and incidents from disparate systems into a central repository to provide a single customer relationship record.  The creation of user friendly reports and views enabled data-driven decision making at all levels from the front line to the executive level.  CEP also includes a work tracking tool that allows rapid collaboration and prioritization across 50 plus departments, and over 800 employees.

Read More

Fan analytics movement reaching more colleges

But Garcia, a data analytics junkie and an honest byproduct of the “Moneyball” generation, is emerging as one of the most influential voices within the University of Texas athletic department. His work as the chief of a three-person analytics team touches virtually every aspect of athletics that generates revenue, from ticketing to sales and marketing to fundraising.Garcia is part of a movement in college athletics to learn more about the fan and use that data to fill stadiums, improve the fan experience, sell more gear and increase donations. For a growing number of schools, the data analysis is influencing how they do business.“Analytics help us understand the fan in ways we never have before,” Garcia said. “If we can get all of that information together on how fans behave and their buying habits, we can be that much more effective in our communication with them.”Garcia is one of the very few associate athletic directors — maybe the only one — with analytics in his title. He was hired by Texas in November to inject data analytics into the Longhorns’ business planning.As schools face increasing pressure to generate more revenue, the use of analytics has begun to emerge at many of the bigger, brand-name schools as an effective marketing tool. In addition to Texas, Alabama, Arizona State, Georgia Tech, Mississippi, Ohio State, Southern California and Washington are among the schools at the forefront of finding new ways to use data to make more money.“If you’re creating the right marketing message or asking for a gift or putting the right resources in place for game day, you’ve got to have the best information to make those decisions,” Garcia said.

The most obvious use for that data is to create profiles for their customers. Who’s buying single-game tickets, season tickets, merchandise and concessions? Who’s donating, not only to athletics, but other parts of campus? Who’s a potential customer who’s not currently doing any of that?

That kind of in-depth customer data was first pulled together by Arizona State in 2012. ASU worked with Paciolan, a ticketing software company, and SSB, a data management company, to create a data warehouse that stored ticketing, merchandise, concessions and fundraising habits real-time in a single place. Steve Patterson was ASU’s AD at the time and he moved to Texas in 2013. He hired Garcia last year.

Paciolan will be ticketing division within Spectra

Paciolan, a brand within Comcast-Spectacor, on Tuesday will be part of the business that’s being rebranded as Spectra (SportsBusiness Journal, April 27-May 3). Paciolan will be Spectra’s ticketing and fan engagement division.Also, Ovations Food Services will become Spectra’s food service and hospitality division, while Global Spectrum will become the venue management division under the Spectra brand umbrella.

— Michael Smith

Other schools — Alabama, Ole Miss and Texas — have since followed the trend of establishing a data warehouse. Depending on the size of the project, the cost can run in the tens of thousands.

For the rest of the article: Click Here

Ring, Ring! 10 Powerful Insights Marketers Can Only Get from Phone Calls

Source: Marketo Blog

Marketers are trained masters in the art of digital analytics. We can follow the digital customer journey in our sleep. Email open rates, content downloads, social shares—easy! What could we possibly be missing?

It turns out phone calls hold a ton of valuable (even essential) marketing insights. I know this flies in the face of your digital sensibilities, but the truth is a simple phone call has customer and marketing insights you just can’t find anywhere else.

Here are 10 marketing insights you can only gain from phone calls:

1. True Campaign Performance

It’s no secret digital marketing drives phone calls. In fact, according to Invoca’s 2015 Call Intelligence Index, 54% of customer-initiated phone calls come from mobile marketing campaigns, and 30% come from traditional online channels and campaigns.

This means phone calls are a key metric when measuring marketing campaign performance. It’s not enough to measure form submissions and email open rates. If you really want to know how people are responding to your campaigns, look at what’s driving people to call. You may be surprised at how often your campaigns generate offline leads.

2. Multi-touch Attribution

In this age of multiple channels, multiple devices, multiple everything, it’s important that we give credit to every touchpoint that influenced a sale. If phone calls aren’t part of your attribution, you’re overlooking a valuable touchpoint and you’ll lose the trail when a prospect picks up the phone.

3. Keyword Performance

Every marketer is doing paid search, and if your business receives calls, you should be tracking those calls back to the paid search keyword that drove it. If you don’t know how your keywords are generating leads—online and offline—you don’t really know how you should be bidding on them.

Even companies that don’t receive many calls can benefit from this level of visibility. After all, people who choose to pick up the phone are generally your best leads. Invoca’s data shows that calls have conversation rates around 30% compared to clicks, which only convert 1-2% of the time.

4. Competitive Threat

Don’t you want to know what your prospects are saying about your competitors? Who do they most often mention or compare your brand to? Your inbound phone calls have the answers. Understanding the competition can help you beat the competition and highlight your unique differentiators.

5. Prospect Objections

Nothing can give you insight into your customer and buyer personas quite like a phone call. No matter how much you examine the emails they’ve opened, the ads they’ve clicked, and the content they’ve read, you’re never going to hear their objections and biggest concerns until you mine your phone calls for this data. Without this data you could be making inaccurate assumptions and explaining your key value propositions in a way that doesn’t resonate with your audience at all.

6. Common Questions

Knowing your prospects’ most common questions is a huge advantage that can help inform everything from your sales scripting, website copy, and overall messaging strategy. It gives you the chance to answer frequently asked questions before it’s too late. This type of insight also makes for great blog fodder and will help move your prospects along the path to purchase. If your leads are well informed, your sales rep will have more effective conversations when the time comes.

To read the rest of the article: Marketo Blog

 

Smart Design for Customer Engagement – Smart Insights

Customer Engagement

Source: www.smartinsights.com

Innovative techniques and examples of engaging web and mobile designs

Gone are the days of promoting your brand face-to-face or through those mailbox flyers and ads in the local newspaper that no one reads anymore. And unless you have a marketing budget equal to the “big boys” you won’t be buying commercial time at the next Super Bowl. Today, you will have to be “lean and mean” with your marketing dollars and get very smart and creative about the design of your content, so that you achieve continued customer and potential customer engagement.

Engagement is an Emotional Phenomenon

People “Engage” when their emotions are triggered, either positive or negative. Thus, the goal of content design must be to stimulate emotions that will influence behaviours and motivate customers/potential customers to act. As important as it is to define your target market, then, it is just as important to stimulate emotional engagement, happiness, excitement, surprise, and satisfaction. When these emotions are triggered, studies say, customers will:

  1. Recommend you
  2. Become repeat customers
  3. Will be less likely to shop around
  4. Will be less concerned with prices

Engagement is All About User Experience: A Case Study

Jack Daniels is an internationally-known brand, and one might assume that the company does not have a huge need to continue to engage users through content design on a website or through social media. But Jack Daniels knows what every smart marketer knows, that user experience and engagement must be continuous, and content must be designed to do that.
In September, 2014, Jack Daniels teamed up with Arnold Worldwide, an advertising agency, and MediaMonks, a digital production company, to launch a new content marketing campaign that would engage in unique and exciting ways. The basic concept was to solicit great bar stories from bar owners, bartenders, bouncers and patrons from all over the country and then to produce these stories through unique and exciting multi-media. There are videos, of course, but also audio tales told via pay phones, small amounts of text that is hand written, and great special effects of one story melting into the next.

JackDaniels_bar_stories

The launch included 30 stories, but many more have been added since. Teasers for these stories occur on YouTube videos and Facebook, and followers are invited to comment and, of course, submit their own crazy tales for potential use. Watch final result here.

Another Facebook campaign has teamed up with Vice Magazine to hold a photo contest. Followers are asked to submit unique photos of bars anywhere in the world. Once the contest ends, the winning photo will be featured in a Jack Daniels ad.

The Conceptual Aspect of Engaging Content Design Comes First

A recent post on Creativeblog.com by Irene Pereyra, well-known user experience designer, pointed to the steps that must be taken as a conceptual framework is developed for engaging content design. Here are just a few of her suggestions, although reading the entire post would certainly be valuable:

  1. Stop designing for yourself and start designing for your users. What is their demographic, what do they want to know, how will they best engage, and are they tech savvy? You can use analytic tools, of course, but how about reaching out to your customers and just ask them?
  2. Study your competition. What are they doing that is great that you can re-purpose for you own uses? What mistakes are they making that you know you want to avoid? You can pick up a lot of best practices this way!
  3. Things must be simple when they get to your site. Cut down on their tasks and walk them through your site adroitly.
  4. Pretend that all of your users have large fingers. Use big buttons and large input fields. One example of this was the Messages for Japan website that was launched after a huge earthquake in Japan. Everything was big, so that users could write messages easily in a big input field, and there were large buttons for the “send a message” and the “make a donation” options.
  5. You can do your quantitative analysis, but get a third party to do your user testing. You will not be objective.

To read the rest of the article: www.smartinsights.com

7 Things You Should Learn From The Customer Who Doesn’t Convert

customer

Source: https://blog.kissmetrics.com/customer-who-doesnt-convert/

Everyone hates shopping cart abandonment.

It’s the boogeyman of Internet marketing, the nemesis of conversion optimizers, and the headache of Internet sales. We fight it tooth and nail. We test incessantly. We optimize, reoptimize, and re-reoptimize, trying to defeat the rising tide of abandonments.

But for all our frenetic battles against shopping cart abandonment, could it be that we’re missing some very valuable information?

I think we are. Shopping cart abandonment is not the pure and unadulterated evil that we think it is. It is an opportunity to learn.

Here’s what we should learn from the customers who choose not to buy. This isn’t an article on techniques to obliterate abandonment. It’s not even about abandonment per se. It’s about all your website traffic and those pesky customers who don’t seem to convert.

Is there anything we can learn from them?

1. Learn about the buy cycle.

One reason why customers don’t convert is because they’re not at the right point in the buy cycle.

What’s the buy cycle you ask? It’s not a misspelling of a two-wheeled transportation device. The more clarifying term, “customer buying cycle,” describes the process that a customer takes when they are considering a purchase.

Here it is in all its visual glory.

the-buying-cycle

There are five basic stages to the customer’s buying cycle. I made them all start with c- and sound the same:

  1. Conception: The customer is aware that she needs or wants something.
  2. Comparison: The customer considers the various places to obtain this product or service
  3. Consideration: The customer evaluates the best and safest decision for her particular needs and situation.
  4. Conversion: BUY! The customer makes the decision to act on this decision.
  5. Continuation: The customer likes the experience, and decides to do it again sometime.

The reality of a customer buying cycle is that a customer can only be at one point on the cycle at a time. Accepting this fact is a basic realization of non-converting customers. Why didn’t they convert? Because they were in the conception, comparison, or consideration phase, that’s why.

That’s not bad. It just is.

Understanding the buy cycle is a key lesson, because you realize that the “lost” conversion may not be a lost conversion at all. It’s a future conversion from a customer who was in the conception phase of the buy cycle.

Obviously, not everyone is going to buy from your website the first time around. You wouldn’t want that anyway, because that would mean that you would have 1) far fewer return visitors, and 2) fewer future conversions.

The cycle, like most other life cycles, seems a little sad at first. But once you realize, hey, it’s a cycle, then you are able to deal with your grief and make more confident marketing decisions.

2. Learn that higher traffic does not equal higher sales.

Here is a saga that many SEOs and digital marketers have experienced.

The director of marketing says, “We need more traffic!” SEOs and writers start to hustle, working their magic and mixing their potions. Traffic starts to climb. KPIs are achieved. Goals are met.

And what happens? Sales plateau.

Why is this the case? Higher traffic does not equal higher sales. Normally, the more traffic you get, the more you tend to sell. In some situations, however, the increasing traffic is driving traffic that is not prepared to convert.

Look at the diagram below. There are three main types of searches, navigational, informational and transactional. If you increase traffic, you may be boosting navigational and informational searches.

types-of-searches

Source

Informational queries and the resulting traffic is precisely the type of traffic that is often produced by greater content marketing efforts. Since the nature of the queries is informational, it is likely that it may not drive high-converting traffic.

It’s important to realize that content marketing for all its effectiveness is not a guaranteed route to higher sales. Content marketing agrees to meet customers on their own turf, in their own time, and on their own terms.

More traffic is great. But it just might not translate into immediate sales.

3. Learn that there is such a thing as search query intent.

In keeping with the point above, we need to realize the truth about search queries.Not all queries are created equal. Every query has intent, and that intent impacts whether or not the customer who lands on your website is going to buy or not.

All the search traffic that is rushing into your funnel can be categorized in one of three ways:

  1. Transactional Queries – People who want to buy. They are looking to make a purchase right away or very soon. Many of these searchers will convert.
  2. Navigational Queries – People who are trying to find your website. They may or may not be ready to buy. More often than not, they’re doing pre-purchase research.
  3. Informational Queries – People who are looking for information. These searchers are the least likely to convert right away, but they comprise the largest percentage of website traffic.

navigational-informational-transactional

Source

Brightedge estimates that a whopping 80% of searchers will land on your website with a desire to get information, not to buy. Only 10% are looking to buy, and therefore likely to convert.

search-query-classification-funnel

Source

Every searcher starts with intent. This intent, one of the three above, will cause them to act in different ways when they encounter your website.

intention-search-consideration-action

Source

The better you understand the different types of queries, the better you’ll be able to attract just the kind of search traffic that is most likely to convert.

4. Learn that conversion optimization is important.

All these points lead to an overarching lesson: Conversion optimization is really important.

Why? Because conversion optimization looks at the customer who doesn’t convert, and says, “How can we make you more likely to buy?”

Rather than rely on guesswork, conversion optimization begins a rigorous process of research, analysis, and optimization to turn that non-converting traffic into major conversion improvements.

Conversion optimization techniques “improve the effectiveness of your site to boost sales with the same amount of traffic you’re currently receiving.”

You don’t need more traffic to boost your sales. You just need to improve your website.

How does it work? By testing changes. Normally, conversion rate optimizers (CROs) test versions of a website, compare them, and use the one that converts higher.

It’s A/B testing, and it’s insanely effective.

A/B testing, also known as split testing, can produce shocking results. For example, a little headline change pictured below, Version B, boosted conversions by 38%.

versiona-versionb

Source

A new signup form increased this business’s leads by 368%.

versiona-versionb-2

Source

Conversion optimization is the path to higher sales.

Sure, the non-converting customer is no fun. But moving the needle on conversion rates though some patient testing is amazing.

5. Learn more about your customers.

When you discover that your “customers” aren’t really customers after all, you start to wonder, what are they doing? That’s a great question. But it begs a deeper question: Who are my customers anyway?

One of the most effective methods of gaining more sales is understanding who your customers are. How do you do this?

You read their minds.

Reading your customer’s minds isn’t as sinister as it sounds. You can do this effectively, safely, and with zero hypnosis experience. It’s called the persona.

A persona in commerce is defined as “the ideal visitor you want to have take a specific action on your site.” The most popular way for digital marketers to shape personas is by using demographic characteristics such as age, income, location, gender, etc.

Here are some example personas.

personas-at-a-glance

Look at how those personas define the ideal customer. They are focused. They’re not going after “men, aged 35-45.” They’re going after James, 37 who lives in San Francisco, and likes to watch Friends.

A persona needs to be specific because your product is specific. A persona needs to be specific, because you aren’t trying to sell to a mass of incoming search traffic. You’re trying to sell a product to the customer who needs and wants it.

Your persona can be as detailed and as visual as you want. This example persona uses a problem statement to define why the customer is visiting the site. The problem statement is “I’m just not sure what I need to know to get my first mortgage. How do I know I made the right choice?”

persona-detail

This persona problem statement is helpful, because it allows marketers to hone in directly on solving the customer’s problems.

Different analytics platforms including Google Analytics can help you understand your customer demographics in order to make better marketing decisions.

To read the rest: https://blog.kissmetrics.com/customer-who-doesnt-convert/

 

How The Right Analytics Can Strengthen Customer Engagement

customer engagement

Source: blog.kissmetrics.com

Customer engagement is where the heart is. Data-driven marketing offers industry leaders the opportunity to increase their market growth, while shaping customer satisfaction.

Based on the Forbes Insights and Turn report, “Data Driven and Digitally Savvy: The Rise of the New Marketing Organization,” executives agreed that data-driven marketing is critical in our competitive global economy. Companies embracing this idea are three times more likely than others to say they have achieved a competitive advantage in customer engagement.

Engagement marketing initiates when interested prospects interact with your business. The interaction is more than just talking; both sides must be willing to listen to one another. Your company’s goal is to fulfill their interests, while simultaneously achieving your own business objectives.

Marketing, sales, and customer support managers must work together to create an effective data-driven strategy centered on customer engagement. To attain the best results, your team should integrate a variety of marketing techniques.

Encourage dialogue between your consumers and brand. Improve your strategy with these four approaches:

1. Segment Customers with Personalization

Specificity gives your business the flexibility to cater to your customers’ needs and desires. Commit to learning more about who they are as people. Target visitors based on their lifestyles, not demographics.

Start by defining realistic goals for your big data projects. Setting expectations can secure buy-in within your organization. Moreover, it filters out the big data hype.

Get personal with advertising. Gathering consumer data should help you advertise effectively. No more guessing what product works best for your customers. Data facilitates wise decision-making for the budget.

Leverage data by segmenting your website visitors, and then serve up targeted ads based on users’ interests. You will ensure that the right ads reach the right visitors.

According to AdAge.com, when the computer technology company Lenovo implemented this method, its “click-through rates increased by 30% and resulted in greater conversions and sales.”

Customer-Specific Needs

Be different than your competitors. By aggregating and analyzing more information faster, your team can create smarter campaigns—leading to better customer engagement.

Brands should strive to gain an accurate description of their customers. Then, create personalized messages that stimulate action. According to BtoB Magazine, “real-time analytics create a better link between CRM and email analytics.”

Image1_doogyloot

Source: 5 Incredible Examples of Personalized Marketing – Pardot

Doggyloot segments its potential customers differently: by the size of their friendly pets. Follow their lead by producing customized ads and sending intentional emails. As Marketing Sherpa mentions, it doesn’t make any sense to give a 10-pound bone to a five-pound dog.

Take Action

  • Define segmentation within your company.
  • Design advertisements with the customers’ needs in mind.
  • Develop smart campaigns with consumer data.

2. Set Behavioral Triggers

Evaluate customers’ interactions. You will gain new perspectives on how to effectively engage people with your brand. When clients click on a particular button or sign up for a specific mailing list, their behavior should signal a reaction from your team.

Don’t just collect the data. Dig deep and monitor the dynamic behavior of your customers. Identify behavioral outliers, patterns, and associated contexts. Every communication is prompt by “an accurate reflection of the customer’s current behaviors and needs.”

Further, detect your customers’ next moves. The old practice was to let your team study the analytics from a historical perspective. But for today’s marketing, you need analytics that present a forward-looking view. Predicting behavioral patternslead to better timing for customer engagement.

To increase the duration of engagement, prevent people from stopping. In the computer game industry, when players get bored, the game displays new tasks to complete, in addition to the main activity.

So, how does this relate to your business? Prevent customer inactivity by stopping the boredom cycle. Analyze what’s “boring” about your product, website, or customer service. Then, identify opportunities to introduce new mechanisms of engagement.

Behavior-Triggered Email Campaigns

Email with a purpose. Through automation, you can produce email campaigns that engage consumers and convert them into buyers.

Focus on sending emails triggered by your customers’ behaviors. Analyze the campaign’s success by measuring the program ROI, revenue per email, and customer lifetime value.

Image2_abandonedcart

Source: Behavior-Triggered Email Campaigns Win and Keep Customers

Take a proactive stance. For example, recover lost revenue from abandoned carts. Compose an email to remind your customers of their abandoned product. Offer to answer any questions or provide a discount to encourage purchase completion. When creating behavior-triggered email campaigns, think about customer value to increase your bottom line.

Take Action

  • Analyze your customers’ behavioral patterns.
  • Use predictive modeling to adjust to the future needs of your customers.
  • Keep your customers “active” in your brand with ancillary tasks.
  • Create email campaigns based on customers’ actions

To read the rest of the article: blog.kissmetrics.com

SSB Central Intelligence: Using Data Intelligence to Help Clients Drive Revenue Through Enhanced Customer Engagement

Press Release

For Immediate Release

Date: June 25, 2015

SSB Central Intelligence:  Using Data Intelligence to Help Clients Drive Revenue Through Enhanced Customer Engagement

The customer marketplace is a constantly changing environment.  Companies are focusing more and more on how to provide the best experience and value for what their loyal customers are investing in time, support, and dollars.  This evolving landscape creates incentive for companies to provide customers with the experience they want, when they want, and at the quality level they want.  While this creates great challenges for most companies, it also creates great opportunities to address and meet those customer expectations.

With the help of SSB’s Central Intelligence (CI) platform, SSB’s clients are aggregating all of their customer data across all disparate sources and making it actionable.  Utilizing Microsoft Azure, CI gives SSB’s clients the behind the scenes, near real-time data management that allows clients to have a complete view of each and every customer.  Leveraging the knowledge gained from having a single, complete customer view, SSB’s clients then design strategies around how to provide the best experience possible for customers across all marketing channels.  CI provides SSB clients with the ability to hyper-target specific customers to provide a uniquely tailored experience customers want.

Additional Central Intelligence benefits:

  • Maximizes customer lifetime value
  • Creates a clean, complete, and easy-to-use single view of customer data through integrated data hygiene
  • Allows access to integrated dashboard reporting and analytics tools online, through mobile devices, or email
  • Enables detailed customer segmentation across all integrated data sets and pushes the segmented data via channel connections to downstream solutions with ease
  • Centralizes, scores, and routes leads to sales and marketing systems efficiently
  • Increases revenue while helping companies to reduce costs

 

SSB team members are data intelligence innovators and market disruptors with over 50 years of combined experience in project management and implementation.  SSB specializes in the design, development, and implementation of business intelligence and collaborative solutions.  SSB power the knowledge that drives innovation.

SSB’s Central Intelligence platform revolutionizes data management built upon Microsoft Azure.  SSB utilizes Azure for reliability, scalability, extensibility, enhanced security, and as a cost-effective means for housing the CI platform as opposed to on premise options.

If you would like more information about SSB, please visit our website at www.ssbinfo.com.

Quote:

“Azure provides SSB with the ability to deliver a powerful, effective, user friendly, and cost appropriate solution to markets that are highly cost sensitive and in need of the SSB solution.  By utilizing the Azure Stack, SSB continues to experience success in competing against solutions based on other technologies that are more expensive, less effective, and less user friendly than the SSB CI.”

– Treye Johnson, Director of Marketing and Product, SSB

Central Intelligence

Millennials put ticket strategies to test – SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global

ticket

Source: www.sportsbusinessdaily.com

Amy Howe, Ticketmaster’s new chief operating officer, sees a common thread in all the major changes the ticketing giant is pursuing.

Between mobile ticketing, social media-based selling, increased in-venue engagement, seat upgrades, more powerful tools for event discovery, and last-minute offers, the millennial audience stands at the heart of all them.

“This audience presents huge implications for our entire product road map moving forward, and how we service our customers. It even influences our [merger-and-acquisition] strategy,” said Howe, formerly an executive with Ticketmaster parent company Live Nation.

“A lot of these things represent really big pivots from where we used to be as a company. This group of consumers is even more engaged in live events than their predecessors. But they have a very different set of needs and have exposed a crucial need on our part to find new ways to reach them.”

The Colorado Rockies use The Rooftop party deck at Coors Field to attract younger fans who often value the social gathering as much as the baseball game itself.
Photo by: Colorado Rockies

Ticketmaster, of course, is far from alone. The entire sports and entertainment industry is fervently trying to find ways to more deeply reach consumers now in their teens to mid-30s. Typically defined as the generation born between 1980 and 2000, the millennial generation is by far the most digitally connected and socially oriented group in history. The oldest portion of that demographic is just starting to approach their peak earning years and the youngest is nearing adulthood, presenting a huge opportunity for anyone in the business of selling a ticket. But they are also more demanding, are frequently taking less traditional career paths than prior generations, and are often less brand loyal.

For many teams, leagues and ticket sellers, the millennial audience represents a quarter to a third of their overall revenue base. But as baby boomers begin to die off, and Generation X ages, millennials will soon represent the majority of the industry’s target audience.

“This is a very valuable audience, and obviously the future of our business,” said Brendan Donohue, senior vice president of the NBA’s team marketing and business operations group. “But they consume content and consume live events differently. It’s a unique audience that requires some nontraditional tactics.”

Some of those newer efforts have included the Portland Trail Blazers’ Student Pass, a mobile-based program offering last-minute tickets to college students for as low as $10, and the Orlando Magic’s Fall Fast Break Pass, a promotion that packaged eight preseason and early regular-season games for a total of $49, but assigned the seats randomly minutes before each contest. Three other NBA teams — Atlanta, the Los Angeles Clippers and Phoenix Suns — also this past season rolled out millennial-targeted, fluid seat programs on a trial basis that were powered by Experience, a dominant player in seat upgrade technology.

To read the rest of the article, www.sportsbusinessdaily.com.

4 reasons why email marketers need to know about DMARC and email security

Source: www.yesmail.com

Really great article about email security from our friends at Yesmail.  The most startling statistic, “Despite the worrying rise in cybercrime, based on a recent study conducted in 2014, more than 75% of enterprises haven’t fully implemented the DMARC policy for email authentication standard. The study also found that the most unprotected industry was healthcare, where 30% of companies had no email authentication protections implemented.”

Early last year, we published a blog post informing marketers about the occurrences of cybercrime within the email security landscape via methods such as email phishing and domain spoofing. We also shared details about a form of email technology called Domain-based Message Authentication, Reporting & Conformance (DMARC) that was created to help prevent unauthenticated emails from reaching the consumer’s inbox, thus protecting marketers from having their brand spoofed by identity criminals online.

Interestingly, since then we’ve actually seen a rise in email phishing attempts. In fact based on numbers from the FBI cyber center, 2014 was marked by an average of 22,000 complaints of cybercrime a month, with an estimated total loss of $800 million for the year. Moreover, the center cited that only 15% of the US-based incidents were reported, indicating these loses were only a small portion of the true cost of cybercrimes in 2014.

DMARC technology has been in the email industry for about three years now, yet many organizations are still unaware of its existence and the extent of its benefits when implemented. Despite the worrying rise in cybercrime, based on a recent study conducted in 2014, more than 75% of enterprises haven’t fully implemented the DMARC policy for email authentication standard. The study also found that the most unprotected industry was healthcare, where 30% of companies had no email authentication protections implemented.

If these statistics above are not reason enough to consider DMARC implementation, below are additional key reasons that illustrate why DMARC is quickly becoming a critical best practice for email marketers:

To read the rest of the article: www.yesmail.com

7600 E Orchard Rd, Suite 180N,
Greenwood Village, CO 80111
303.800.2880
102 Woodmont Blvd, Suite 130,
Nashville, TN 37205
615.866.5407
7500 Rialto Blvd, Building 1, Suite 250,
Austin, TX 78735
512.872.7530