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Attribution Examples for the Ticketing/Venue Industry

Let’s delve into the concert and ticketing venue industry, focusing on specific online offers or coupons as the trackable conversion. The aim is to be as strategic and tactical as NuSpark Media Group, ensuring that every marketing dollar is well-spent. We’ll explore two scenarios using Time-Decay and Position-Based attribution models, incorporating four paid media channels in each example.

Example 1: Time-Decay Attribution Model

Scenario: A concert-goer first learns about the venue’s “Early Bird 20% Off” offer for an upcoming rock concert through a TV ad featuring a vanity URL. They visit the URL and browse the upcoming shows. A few days later, they see a Retargeting ad while scrolling through a music blog that reminds them of the “Early Bird” offer. They then encounter an Online Display ad on a news website promoting the same deal. Finally, they convert by clicking on a Facebook ad that leads them to claim the coupon.

Paid Media Channels:

  • TV ad with vanity URL
  • Retargeting ads
  • Online Display
  • Facebook

Attribution Breakdown:

  • TV ad with vanity URL: 10% credit
  • Retargeting ads: 20% credit
  • Online Display: 30% credit
  • Facebook: 40% credit

Insights:

  • The Time-Decay model gives the most credit to the touchpoints closest to the conversion. Facebook, being the final nudge, gets the most credit.
  • Online Display and Retargeting ads act as crucial middle touchpoints, keeping the venue and its “Early Bird 20% Off” offer top-of-mind.
  • The TV ad, although the first touchpoint, receives the least credit but is essential for initial awareness.

Example 2: Position-Based Attribution Model

Scenario: A concert-goer initially discovers the venue’s “Buy 3, Get 1 Free” offer for a jazz festival through an Instagram ad. They then see an Online Display ad while browsing an entertainment website that promotes the same offer. Later, they encounter a Retargeting ad on another site reminding them of the “Buy 3, Get 1 Free” deal. Finally, they convert after clicking on a Google Paid Ad that leads them to the coupon.

Paid Media Channels:

  • Instagram
  • Online Display
  • Retargeting ads
  • Google Paid Ads

Attribution Breakdown:

  • Instagram: 40% credit (First Touch)
  • Online Display: 10% credit (Middle Touch)
  • Retargeting ads: 10% credit (Middle Touch)
  • Google Paid Ads: 40% credit (Last Touch)

Insights:

  • The Position-Based model gives significant credit to the first and last touchpoints. Instagram and Google Paid Ads each get 40% of the credit, emphasizing their critical roles in the customer journey.
  • Middle touchpoints, Online Display and Retargeting ads, still play a role but are considered less influential in this model.

Strategic and Tactical Takeaways:

  • Both models highlight the need for a multi-channel approach, leveraging the unique strengths of each platform.
  • Time-Decay is useful for campaigns where nurturing leads is vital, while Position-Based is excellent for emphasizing the importance of the first and last touchpoints.

By employing these attribution models, you can make data-driven decisions that align with your objectives, much like how NuSpark Media Group operates to produce stellar results.

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