Vancouver Opera, the second largest opera company in Canada, needed someone to collaborate across multiple teams to provide insights into what was working or not working in regards to their paid campaigns, social media outreach, and digital promotions. VO was working with one agency on its website and another to manage its online advertising campaigns. What they were missing was someone on the data side to knit it all together and report on what was happening to inbound traffic once it hit the site.
Challenge
Vancouver Opera was looking for innovative ways to attract new fans throughout the opera season. They needed someone to work collaboratively with Design, Content, and Marketing to provide data insights and recommendations.
Approach
Boxcar Marketing worked with VO’s customer-facing teams to better understand the core opera audience and VO’s outreach opportunities. We developed a shared understanding of the customer journey and the key performance indicators for the online campaigns. From there we were able to create regular reporting dashboards to get better insights into the marketing campaigns, to identify more clearly what channels were driving ticket sales, and to track the impact of paid, search, social, and referral traffic on revenue.
Results
Vancouver Opera was able to adjust budgets and campaigns in a more agile way. Vancouverites tend to purchase event tickets at the last minute so real-time tracking and alerts were critical to campaign success.
Completed on October 2016
Boxcar Marketing’s regular Google Analytics reports distill an abundance of analytics data into simple answers and recommendations that are then integrated into our strategy and planning. Monique’s intelligent, penetrating analyses and her articulate, positive suggestions play key roles in our ongoing marketing strategies.
