Using Measurement to Make Data-Informed Decisions at Atlantic City Alliance DMIA Las VegasJuly 2014

Katie Delahaye PaineCEOPaine Publishing

www.painepublishing.com@queenofmetricsmeasurementqueent@gmail.com

Paine Publishing:Providing communications

professionals the knowledge and information they need to navigate the journey to good measurement

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Courses Consulting

painepublishing.com

Katie Delahaye Paine:Helping communications professionals define and measure success for 25 years.

Founder of: The Delahaye Group KDPaine & Partners Paine Publishing

Author of: Measuring the Networked

Non-ProfitMeasure What MattersMeasuring Public

Relationships measurementqueen@gmail.com

Keys to Success in Measuring Destination Success Start with agreement on role that PR plays in path to purchase

Travel Alberta – “It’s the spark” CTC – PR is now part of the marketing mix model NH – For every 100 positive media impressions, 3 people visit, average spend

=$50 Atlantic City – PR changes minds and drives traffic

Must also agree on what elements are a necessary part of that “spark” Dispelling a myth Desirable visuals Recommendations Stories that leave the reader more likely to visit

Factors to consider Role of partners – airlines, hotels, etc. Role of government bodies Uncontrollable events – The Calgary Flood, Hurricane Sandy, Celebrities

misbehaving

ACA Measurement Program Parameters Goal: Move to Industry Standards Metrics and away from

media value and ad value equivalency Measure quality not just quantity Began in January 2013 Used January-March 2013 as benchmark Customized “Quality Score” that indexes message content,

tone, and media importance on a scale of +10 to -10 Correlated with web traffic to measure outcomes Data is available on demand as well as in quarterly reports Raw data is collected and coded on Top Tier media only. Data is processed through a custom algorithm to enable

analysis and derive OCS Scores

Definitions of “Success” Workshop defined the criteria All criteria linked back to the goals:

High Quality Media Coverage

Intent to visit

Improved reputation

Visits/Non-gaming revenue

Defining High Quality CoverageThe OCS Score

Desirable Criteria Score Undesirable Score Score

Positive sentiment 1 Negative Sentiment -2

Contains one or More Positive Messages 3 Contains one or more

Negative Messages -3

Event/Program is mentioned 2 No Event/Program is mentioned 0

Appears in Tier1 Media 2 Negative Mention in Tier1 -1

Third Party Endorsement 1 Recommends competition -2

Contains a desirable visual 1 Contain undesirable visual -2

Total Score 10 Total -10

Negative Coverage of AC is Constant and Growing

0

100

200

300

400

500

600

700

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Tone of Coverage about Atlantic City Over Time

Negative Neutral Positive

Miss America

ACA Programs generate predominantly positive coverage

0

20

40

60

80

100

120

140

160

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Sentiment of ACA Coverage Over Time

Negative Neutral Positive

Without ACA events, OCS Scores for Atlantic City would have been significantly lower

4

3.252.75 2.99

3.65

2.963.36 3.24

2.34 2.37 2.43

1.30

-1.24

0.37-0.05

0.28 0.28

-1.56

4.91

3.92

2.993.58

4.14 4.1 4.27 4.12 4.29

2.78 2.56

1.53

-0.29

0.610.20

1.441.77

0.63

-2

-1

0

1

2

3

4

5

6

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Aver

age

OCS

Sco

re

Average OCS Score Over Time

Atlantic City OCS without ACA Atlantic City OCS with ACA

The red line represents coverage of Atlantic City minus all mentions of ACA and its programs

ACA has made a demonstrable difference in the quality of media coverage

If an ACA or one of its programs was mentioned in a media story, it was: More likely to contain

an endorsement More likely to be

positive More likely to contain

key messages Less likely to be

negative 0.22

0.00

0.62

1.42

4.61

0.08

0.08

0.01

-0.61

-0.66

Endorsements

Positive Visual

Negative Visual

Tone

MessageCommunication

Average of OCS

Differences in Quality of Coverage with and without

ACAAtlantic City Atlantic City Alliance

OCS scores for Atlantic City significantly improved thanks to ACA events

36

278

458334

537432

342225

995

329 324247

139

419260

476 538

925

4.89

3.92

2.99

3.58

4.14 4.10 4.27 4.12 4.29

2.782.56

1.55

-0.29

0.610.20

1.441.77

0.63

-1.00

0.00

1.00

2.00

3.00

4.00

5.00

6.00

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June0

200

400

600

800

1000

1200

OCS

Sco

re

Num

ber o

f ite

ms

AC Mentions vs. OCS Over Time AC Mentions AC OCS

Dead whale, non-gaming promotions, Caesar’s CEO quote,

Lady Antibellum

Revel Casino value, Electric

Jitney test, Fake Chips, Phil Ivey suit, Blake

Shelton

Showboat closing, Revel facing 2nd

bankruptcy

ACA maintains high OCS score with proactive program coverage

Lady Antebellum, Non-Gambling Fun,

Hello Summer, GMA segment

1444 31

93 87 75 7540

95

287

27 17 18 12

107 122

254

5.5

7.18

6.3

5.02

6.24 6.42

7.42 7.21

6.54

5.27

4.25

5.08

6.475.94

5.33

4.75

6.876.41

0

1

2

3

4

5

6

7

8

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June0

50

100

150

200

250

300

OCS

Sco

re

Num

ber o

f men

tions

ACA Mentions vs. OCS Over Time ACA Mentions ACA OCS

Miss America Statue, ACA

new campaign, Blake Shelton, World Poker

Championship

Communication of the "Making a Comeback" & "Something for Everyone" messages increased as ACA

announced new programs

1439 23 36

133

235

8 7 4 2 10 158 11 1 2 9 224

70

21

73 88110

13

10474

138

8748

Jan Feb Mar Apr May Jun

Qtr1 Qtr2

2014

Atlantic City has something for everyone

Atlantic City is a clean and safe place to visit

Atlantic City is a year-round destination spot

Atlantic City is making a comeback

Atlantic City offers more than just gaming

Quality of coverage has improved in all markets

4.004.25

8.00

3.62

-1.00

4.00

6.50

4.655.07

5.88

6.50

5.70

7.17

5.13 5.13

4.67

7.317.02

6.25

6.89

5.005.29

6.40

7.55

9

Jan Feb Mar Apr May Jun

New Markets Yield High Quality Results

Houston Chicago National Baltimore Philadelphia New York DC

Articles that scored a perfect 10

The Optimal Content Score is rated on a +10 to -10 scale, scored by a defined set of criteria that includes sentiment, message communication, endorsements, desirable visuals, as well as visibility in Top Tier media..

ItemDate Outlet ItemTitle OCS5/30/2014 0:00Huffington Post 10 Great Things to Do in Atlantic City (That Don't Involve Gambling) 106/20/2014 0:00phillymag.com 12 Things to Do in Philly This Weekend: Solstice Parties 106/20/2014 0:00NJ.com 2nd Annual DO AC Sand Sculpting World Cup returns to Atlantic City 106/19/2014 0:00Huffington Post 5 Free Activities At The Jersey Shore 106/19/2014 0:00Huffington Post 5 Free Activities For Your Jersey Shore Trip This Summer 106/19/2014 0:00philly.com 5 free things for visitors to do 106/27/2014 0:00NJ.com 8 free things to do in Atlantic City 106/17/2014 0:00philly.com A sandier World Cup in Atlantic City 105/28/2014 0:00nwi.com Beyond the Boardwalk: Atlantic City offers culinary escape for dining variety vacations 10

6/3/2014 0:00Daily Local News DO/AC World Cup of Sand Sculpting returns this summer 106/27/2014 0:00philly.com Five things to do today – sand sculpting awards, store opening, dance party 106/24/2014 0:00Philadelphia Tribune Fun for free down the Jersey Shore 10

6/20/2014 0:00KYW-TV OnlineHear Philly: The Shore Thing – Fireworks Just One Of Many Activities Down The Shore This July 4th - CBS Philly 10

5/30/2014 0:00KYW-TV Online Hear Philly: The Shore Thing - Gumbo, Sand Sculptures and 'The Planet's Biggest Beach Party' 106/27/2014 0:00CNBC Online July 4 weekend travel returns with a boom, and deals remain 105/22/2014 0:00NJ.com Lady Antebellum to play second free concert in Atlantic City 106/18/2014 0:00Newsworks Next Exit Shore Guide (week of June 19-25) 102/24/2014 0:00am New York Plan a spring fling in Atlantic City 106/16/2014 0:00WKXW-FM Online Sand Sculpting in Atlantic City 106/27/2014 0:00WTXF-TV Online Sand Sculpting World Cup 105/10/2014 0:00Asbury Park Press Sculptors 106/15/2014 0:00philly.com SECRETS OF THE SANDMAN 105/16/2014 0:00philly.com Summer's events are Shore big 105/16/2014 0:00Philadelphia Inquirer Sun-soaked nightlife by day 106/30/2014 0:00NJBIZ.com Take a look at what's to come in Atlantic City 105/29/2014 0:00examiner.com Ticket Alert, Lady Antebellum's FREE beach concert in August at Atlantic City 101/24/2014 0:00philly.com Warm up to A.C. winter nightlife 105/21/2014 0:00KYW-TV Online What’s New At The Shore: Parades, Festivals, Fireworks - CBS Philly 105/23/2014 0:00KYW-TV Online What's New At The Shore: Special Attractions For Kids 10

Free entertainment generated the highest OCS Scores in Q2

5.26

5.73

6.36

6.54

6.71

7.15

7.31

7.36

7.50

7.67

8.00

8.10

8.68

9.30

Miss America

Meet AC

DO AC

July 4th Fireworks

Air Show

Blake Shelton

Miss'd America Pageant

Sand Blast

Hello Summer

Boardwalk Hall Light Show

Challenge Triathlon

Sand Sculpting World Cup

Lady Antebellum Concert

Free Entertainment

Top Programs By OCS

High Quality Coverage Appeared on Good Morning America, NPR, and other leading media outlets

When ACA programs received media coverage, traffic followed

0

50

100

150

200

250

300

0

20000

40000

60000

80000

100000

120000

140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

ACA programs drive higher OCS scores, which correlate highly with web visits

0.41

0.44

0.47

AC items

ACA Items

ACA OCS Scores

Correlations between Web Visits and PR MetricsPearson r. value

PR is having a positive impact on preference and perceptions Based on the results of the most recent brand tracking survey, it appears that

people who say they have recently heard news about Atlantic City are very likely to perceive AC as fun – a key driver of preference

Respondents who remember seeing news reports about Atlantic City are also very likely to associate key messages and positioning statements such as “place I am excited to go to” and “fun place to hang out with friends.”

The same respondents are also more likely to recommend Atlantic City to friends.

The largest percentage of respondents who remember seeing news about Atlantic City don’t remember where they saw it. If they do remember, most saw news in newspapers and online media.

Thank You!

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