BILLS TORONTO SERIES ANALYTICS


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+ANALYTICS
+DEVELOPMENT
+STRATEGY

SITUATION

Critical to any marketing campaign is a thorough analysis of all results and activity during and subsequent to the campaign. In addition to assisting Rogers Communications and the Buffalo Bills with their 2008/09 marketing campaign to promote the December NFL game at Rogers Centre in Toronto, JHG's analytics expertise was tapped to perform a comprehensive analytics review of all campaign metrics.

RESULTS

JHG conducted an in-depth analytics assessment of the Bills Toronto Series site behavior, oversaw marketing/campaign management, and built and maintained a database of customers to help with overall CRM efforts. In addition, JHG provided analytical reports for the site's blog which helped identify a shared customer voice. Analysis of email marketing efforts also revealed an ideal number of customer correspondence throughout the year to yield an optimal level of customer click-through's. By reviewing metrics on frequent intervals, marketing tactics could be adjusted as needed to ensure highest level of effectiveness.