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Marketing Attribution at Universal Orlando Resort: Keys to Success

Rob Gallardo, Director of Digital Marketing & Analytics Universal Orlando Resort

Manu Mathew, Co-Founder & CEOVisual IQ

iMedia Brand Summit, February 11, 2014

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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

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Implementation Requirements

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• Identify & Gather Data Sources

• Establish Common Set of KPIs

• Normalize Data • Configure Interface

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Implementation Learnings

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• Organizational Structure Alignment

• Foundational System Data Quality

• Cross Channel Meta Data Classification

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Insights , Optimizations & Results

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• 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

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The Future

• Establish Incrementality• Integration with “Top Down”

Modeling (Offline Channels)• Integration with DMP/DSP/Bid

Management Execution• Cross Channel Contact

Management7

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Questions?

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