It’s with great pleasure that I can confirm the ongoing sponsorship by Ark Advance of the Auckland Arts Festival — 8-26 March 2017. Working with Thierry Pannetier — the festival’s Marketing and Communications Director — we have a list of marketing smarts to implement for 2017.
Google Analytics was our focus in 2016. First up, we helped them gain ownership over their Google Analytics and Google AdWords account and then managed the upgrade to Google Tag Manager.
This upgrade enabled us to track a range of intricate website behaviours — such as:
– PDF documents being downloaded from the site
– Email addresses clicked for both desktop and mobile audiences
– Users clicking outbound links to their social media properties
– Measuring how far down users scroll on particularly deep pages
– Detailed use of the shopping cart
To explain all this new data, we took the festival team through our Google Analytics Group Training so they could interpret all this new data as valuable marketing information. Custom dashboards were then installed so summaries of the key points could be presented to their management team.
As you can imagine, the arts is not a category awash with advertising spend, so there’s no room for wastage. This improved level of measurement enabled the team to see exactly where their dollars were producing the greatest return.
Part of our sponsorship has us “matched” with one of the festival performances. Last year it was Emily Kingin the Spiegeltent — she was nothing short of amazing. This year we are with Mexrrissey, where Morrissey gets a mex-over — tequila anyone?