Who Is WWE?

10/3/2011
WORLD WRESTLING ENTERTAINMENT
Acxiom Retargeting Campaign
John Bancroft, VP eCommerce and Retail Marketing
Bill Burkart, VP Agency Services, Acxiom
Who Is WWE?
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WWE, Inc. (NYSE: WWE) is a publicly traded
entertainment company, currently the largest
professional wrestling company in the world,
broadcasting in 30 languages to more than 145
countries across the world
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Known primarily for Raw and SmackDown,
reaching 13 million viewers in the U.S. alone
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Who Is WWE?
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Annual revenue is $477 million (2010)
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Four core business areas
Live Events and
Televised Entertainment
Consumer Products
Digital Media
WWE Studios
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Multi-Platform Global Entertainment
Company
140 Superstars and
Divas Under Contract
Television Programming
145 Countries / 30 Languages
14 million viewers / week (U.S.)
7 hours of original programming/week
WWE Events
6 shows per week
300+events annually
Pay-Per-View
13 events annually
Approximately 5+ million buys
Music
Original releases
iTunes, Amazon.com
Consumer Products
200+ Licensing Partners
Global partnership with Mattel
23 books on NY Times Best Seller List
Home Video
30 DVD releases annually
100+ titles in catalog
WWE.com
12.7 million unique visitors/month
376.9 million page views/month
210k orders / year
WWE Magazine
5.3+ million readers
WWE Studios
Slate of 9 films
WWE Mobile
1.4 billion global subscribers
WWE Kids (Magazine; Website)
650,000 audience
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Recognized Leader Delivering the Power of
Scale
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We serve 5,700 clients in 40
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Named No. 1 U.S. Agency in 2010
for third year in a row, Ad Age
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Named No. 2 in “World’s Top
CRM / Direct Marketing
Agencies,” Ad Age
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No. 9 in the “World’s Top 50
Agency Companies,” Ad Age
countries, 20 languages and
actively manage 350 of the
largest 500 marketing
ecosystems worldwide
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Build Campaigns from the Consumer’s Point
of View
Optimize
Recognize
Personalize
Measure
Deliver
Create
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Business Opportunity
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Transform WWEShop.com
from passive ecommerce into a
major revenue generator
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Evolve from a traditional
“2000s” site into a vehicle
leveraging consumer
insights and behaviors
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Maximize financial potential
while progressively
reducing cost per sale
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Goals
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Magnify the financial power of WWEShop.com and impact on bottom line
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Drive incremental orders and sales of WWE merchandise
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Generate learnings on efficacy of creative units
Meet or exceed a
5x Return on Ad Spend
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Achieving These Objectives
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Built a foundation of consumer insights through Personicx® LifeStage
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Utilized those insights to drive incremental orders through a pilot plan to
test the financial return by using site retargeting
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Confirm revenue lift by creating ad exposure test and control groups
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Understand WWE’s Online Audience
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We took a behavioral view of who is visiting the site and interacting
with product offers
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Seeded paid media traffic by targeting top-indexing
Personicx LifeStage clusters
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Buy audiences, not certain sites or sponsorships
Over-indexing Personicx LifeStage
segments on WWE.com as
measured by comScore, July 2011
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Who Are These Top WWE.com Visitors?
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Two segments below over-index for WWE.com site visits
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What do they have in common?
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How are they different?
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No Kids, Suburban dwellers
Marriage, Home ownership, Income and Net Worth
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Audience Segmentation or On-Site Behavior?
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We discovered that we needed to cast a
broader net and focus on behavior, not
consumer segment
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Focus on prospects who self-qualify for
re-messaging because they have visited
product pages
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Amplify sales potential against WWE.com
paid and organic traffic by remarketing to
non-purchasers via retargeted media
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Capture visitors into our ecommerce net
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Filter for consumers who have exhibited
buying signals
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What Is Retargeting?
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A means to address prospects
who have visited your site, but
have not converted
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A small image file and piece of
code is placed on a marketer’s
site which sets a cookie on a
consumer’s Web browser
denoting a site visit
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The presence of that cookie
allows marketers to buy display
inventory against those visitors
across a wide range of ad
networks and DSPs
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U.S. Marketers using retargeting have grown from 17% in May 2010 to 22% in
December 2010, Source: AudienceScience / Emarketer Dec 2010
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How to Build a Retargeting Campaign in
Seven Easy Steps
Step 1
Consumer comes to the WWE.com
site via organic traffic or paid media
Step 2
Consumer browses site or refines
visit to a get detail on a product
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How to Build a Retargeting Campaign in
Seven Easy Steps
Step 3
As consumer arrives on product
page, a 1x1 pixel (invisible image
file) opens, alongside visible site
content
+ 1x1 pixel
Step 4
Presence of 1x1 tracking image
triggers the consumer Web browser
to record the visit and details about
product search in a browser cookie
Cookies are widely used in storing
login IDs, user's preferences, or
shopping cart contents
How to Build a Retargeting Campaign in
Seven Easy Steps
Step 5
Acxiom and our media partners can
detect browser cookies of past online
window shoppers and buy these
audiences through real time media
bidding
Step 6
As consumers travel the Web, we get
a second chance to message to them
Better yet, use creative speaking
directly to their product interest
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How to Build a Retargeting Campaign in
Seven Easy Steps
Step 7
If a consumer responds to retargeting display unit and purchases
on WWEshop.com, another browser
cookie is set noting the conversion
This already converted consumer is
removed from the media campaign
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Pages Visited Relates to What You See
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Search for WWE shirt
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WWE shirt creative
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Pages Visited Relates to What You See
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Purchase
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Exclusion from display remarketing
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Measuring Ad Impact and Sales Lift
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Search for WWE DVDs
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Control group PSA message
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Where You Went Relates to What You See
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Purchase at later date?
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Tracked to measure exposed
and control populations to prove
out return on ad spend
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Results and ROI for WWE
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30,749 total orders and $1,606,289 generated in revenue
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This excludes sales data from Monday and Friday broadcast night site
traffic spikes
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3x+ increase in retargeting average CTR with dynamic creative
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$52+ average order
We bodyslammed our 5x ROAS goal into
a 13x Return on Ad Spend
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Challenges
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Thank You!
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