Women in Analytics
Who is Women in Analytics?
The mission of Women in Analytics is to provide visibility to the women making an impact in the analytics space and provide a platform for them to lead the conversations around the advancements of analytical research, development, and application. Every year they hold a conference to unite, educate, and empower this group of women.
Goals & Strategy
Goal: Increase Awareness and Sell Out Tickets to The WIA 2020 Conference
Strategy: Using a very filtered and refined target market, our goal was to generate an ad campaign that made the WIA brand stand out in peoples’ minds, enticing them to attend their event where powerful women can bond over their industry and accomplishments.
Using their already establish brand and look, we designed all ads to implement in their strategy.
Facebook ads have a large mobile audience and allow for fine tuned targeting that results in increased brand awareness.
Instagram and Facebook are connected, so it’s easy to target your audience based on Facebook data. All budgeting and scheduling tasks, the setup and creation of ads are done through Facebook. So you don’t need to start from scratch and learn about Instagram, once you’ve already used its sister platform for marketing and ads.
Twitter ads are pay-for-performance ads that allow keyword targeting and tailored audiences.
LinkedIn ads allow you to reach a professional audience and narrow your targeting through industry specific variables.
Retargeting ads lead to higher brand recognition and increased enagagements, which ultimaelty genertae higher conversions.
BrEaking down the strategy
With the Women in Analytics 2020 Conference Campaign, we used a comprehensive ad strategy across multiple platforms including LinkedIn, Google, Facebook/Instagram, and Twitter. With events, while ticket sales are the most important conversion, it’s more important to be strategic throughout the process and set your objectives incrementally. We broke our objectives down to 2-3 month periods and created a strategy that would help meet those objectives, ultimately driving ticket sales and reaching the end goal. With events, multiple touch points are necessary. This means creatives, targeting, and strategy must work collaboratively to accomplish the desired result.
First Quarter numbers
Cost Per Response- $
Average Cost Per Purchase- $
Ticket Price- $
Average Cost Per Conversion- $
Ticket Price- $
Marketing has the ability to connect your organization to an audience you may not be reaching, as well as empower the supporters you already have in a new, invigorating way.
Let’s Start Something new
Header Photo Credit: Hansruedi Ramsauer