IAEE Tech Guide - Brought to You by: Austin Convention Center
IAEE Tech Guide - Brought to You by: Austin Convention Center

Objectives


Sophisticated Audience Analytics Powers NAB’s Agile Marketing

NAB (National Association of Broadcasters), based in Washington, DC, is the voice for the nation’s radio and television broadcasters. As the premier trade association for broadcasters, NAB advances the interests of their members in federal government, industry and public affairs; improves the quality and profitability of broadcasting; encourages content and technology innovation; and spotlights the important and unique ways stations serve their communities. NAB delivers value to their members through advocacy, education and innovation.

The Bear Analytics solution suite was focused on audience acquisition for the two largest events in the NAB portfolio, NAB Show and NAB Show New York. NAB’s industry and focus continues to be ever evolving, and we are dedicated to bringing the most meaningful attendee base to our events, in order to maximize the value of all stakeholders at our events. With key strategic growth trajectories for new segments and emerging areas in our industry, we needed to be hyper-focused on marketing segmentation, messaging, and execution.

NAB engaged with Bear Analytics in a multi-year and multi-event strategy that involves the following critical steps. The first step was to aggregate and assemble of all NAB’s historical attendee, prospect, member, and other key lists into a centralized Audience Database. Once the centralized data is cleaned, and enriched, and consolidated, the analysis around historical attendee behaviors and key event KPIs is presented to the team. This is what allows the team to set the strategy for the next year’s event, and once registration is open – then the team moves into real-time mode. Then Bear’s Audience Pulse solution is deployed and NAB real-time registration data is analyzed through the Bear portal, in combination with a Bear analyst. The NAB marketing team reviews our progress weekly with our Bear Analytics analyst to ensure we’re focused on the most important areas and segments at the right time. As we decide to pursue a particular segment, we can easily pull down our cleaned prospect data via Bear’s portal and into our marketing automation platform.

In terms of tangible results, NAB saw a number of top-line growth areas with our work:

  • 3 percent jump in Education and Conference Attendees from 2018-2019
  • Increased onsite verification of key registration badges, such as Conference and Manufacturer’s Reps
  • Improved registration conversion later in the registration cycle
  • Growth of key audience segments – Postproduction, AV, Advertising and App Development

In terms of intangible growth areas, NAB was able to take the reporting and consistency in methodology off our teams’ plate. Additionally, having a dedicated Bear Analytics analyst reviewing the data with us on a weekly basis really helped to galvanize our approach week to week, including areas where we had to pivot our strategy. Having that intelligence reported out for us and see how people are converting and from what channels is a powerful tool for a marketer who’s trying to keep track of dozens of segments at a time.