Ormond, who works for a national basketball franchise, wanted to reach more fans with new content. They identified new segments and aimed to deliver real-time, online, live game footage. Conversions were really low. Why didn’t this work?

Programmable marketing basics
  • Most likely, the targeted audience wasn’t segmented properly or the creative wasn’t strong enough to capture audience attention.
  • Something must have gone wrong with the tagging of the analytics. The attribution algorithm wasn’t set up properly either.
  • The quality of the footage wasn’t appropriate. Most likely unforeseen and unreported technology issues were to blame.
  • The fans they identified weren’t verified properly during the pre-advertising survey that was sent out.

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