I am an avid soccer fan (I have been watching soccer since 1986 World Cup) and at the same time, have been a digital marketer for more than a decade. Being an avid follower of the two, I can’t help but associate both after the weekend’s round of matches Premier League matches. Here’s why.
The New Google Analytics – Conversion matters more than Traffic
The new Google Analytics aims to change marketers mindset by putting emphasis on conversions more than traffic. In soccer terms, that means goals scored matters more than possession.
Over the weekend, Everton (73%), Spurs (65%) and Man City (63%) had probably more possession (or in web terms, traffic) than any of the other teams, but all 3 emerged winless at the end of the games. All 3 had a 0% conversion rate, as compared to the teams they played against (Sunderland had a 20% conversion rate, Newcastle had a 12.5% conversion rate). So similarly in digital marketing, web traffic does not guarantee you anything. If you generate 100,000 visitors to a website but end up without any registration, you are ultimately back to square one.
Understand which traffic source converts to Goals for different events
Against various teams, strategies would have to differ, just like for different events, your target audience differs. So you need to have a different strategy and measure your goals against your strategy. For example, would having a one-striker strategy work against teams that set up to defend in numbers? In event marketing terms, would social media channels like Linkedin work best for B2B, while setting up a Facebook strategy to target a consumer events campaign work better? So while your internal team expertise may lie in certain areas, by having the same execution strategy for different events may not always work.
Choosing the right event date – Packed Schedule diminishes your audience goal conversion rate
Having a packed match schedule weakens your team energy level, similar to an event, where if there are multiple similar conferences targeting the same audience happening at a short span of time, your target audience would be very selective in the type of events they choose to attend. Thus, selecting the right date and time of the event is very important for your goal conversion. And for most of the event organisers, you have the benefit of choosing the date as compared to soccer teams, who are subjected to the whims and fancy of tournament organisers.
So for the more experienced event organiser who measures performance against strategy, having the understanding of how the new Google Analytics work would help greatly in your measurement of your Event Goals.