utilizing an enterprise data management platform to ......this was the foundation upon which...

© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission

Data Management Platform

Utilizing An Enterprise Data Management Platform to Analyze Target Audience Demographics, Develop Personas and Improve Digital Advertising Engagement.



EXECUTIVE SUMMARYMore than a third of marketers are leveraging data, martech targeting

tools and integrated strategies that didn’t exist five years ago and the

tourism marketing industry is still catching up to the latest technology

and digital solutions. Outdated “pay and spray” strategies generally

utilized by Destination Marketing Organizations (DMOs) are being

rapidly supplanted by new-generation data technologies and high-

ly-targeted approaches that are not only more effective, but more cost

efficient. These have evolved specifically to leverage a single view of

key audiences and to create a singular connected customer experi-

ence once an audience has been defined.

This was the foundation upon which Orange142, leveraged its Data

Management Platform (DMP) and its suite of digital advertising and

marketing solutions to re-shape the go to market approach for the

Pigeon Forge Department of Tourism. Through utilization of a DMP to

map the consumer audiences engaging with both the Pigeon Forge

Tourism website and the digital ad placements being served out,

Orange142 was able to define key personas and optimize the digital

advertising for extensive year over year performance growth.

THERESULTS• 72% Lift in advertising

Click Through Rate (CTR)

• 13% Increase in eNewsletter Sign Ups

• 12% Increase in Visitor Guide Requests

• 8% Lift in Website Session Duration

• -17% Drop in Website Bounce Rate



WHAT IS A DATA MANAGEMENT PLATFORM?

A PLATFORM THAT CAPTURES, STORES, AND UNIFIES DATA THAT GOES BEYOND ADVERTISING.

• Understand how clients interact with brands.

• Layer on additional 2nd and 3rd party data for additional

insights including traits and behaviors.

• Compare those users among your own first party data

and across the overall digital audience.

• Optimize ad targeting effectiveness and track frequency

and recency to a user across all platforms to help reduce

ad spend waste.

• Do this with Look-a-like audience development and

identifying customer personas.



LOOK-A-LIKE MODELING IS THE PRACTICE OF UTILIZING FIRST PARTY DATA TO EXPAND AUDIENCES THAT ARE SIMILAR TO THE USERS WHO ARE ENGAGING WITH THE BRAND.

• Email Database

• Web Traffic

• Digital Advertisement Clicks

BRAND CUSTOMER PERSONA’S (INDUSTRY CUSTOMIZATION)

• Travel Affinity – How, Why, Where, How far users

traveled?

• Travel Interests – What do users like to do?

• General Demographic data – Age, Sex, Education,

Marital Status, Kids, HHI, Music, Brand Affinities,

Media consumption, hobbies



DMP SETUP & METHODOLOGY

IDENTIFICATIONIdentify key audience

interests from the client

website and segment users in

line with campaign creative.

PROSPECTINGCreate look-a-like audiences

comprised of users similar to

the interest based audiences

to boost initial campaign

prospecting.

EXPANSIONBuild additional look-a-

likes based on users who

have clicked throughout

the campaign, finding new

audiences like our most

engaged users to target.

ANALYSISAnalyze interest based

audiences to build personas

for each campaign category,

expanding our understanding

of key audiences for future

advertising efforts.



DEFINING THE CLIENT’S AUDIENCE PERSONASOrange142 utilized campaign look-a-likes and DMP site data from

Pigeon Forge’s website to bolster prospecting audiences for each

creative with new users like those that had displayed interest in

creative verticals from their behavior on the website. This, combined

with additional rounds of look-a-likes optimized to those who had

clicked throughout the campaign allowed Orange142 to match the

right audience with the right creative for a stronger CTR and enabled

the delivery of unique personas for each creative vertical for the

summer 2019 campaign.

52%of consumers are

likely to switch

brands if a company

doesn’t personalize

communications

to them.

65%of business buyers are

likely to switch brands if a

vendor doesn’t personalize

communications

to their company.



EXAMPLE PERSONA PROFILE: “DINING”WHO ARE THEY?The most engaged of the dining audience are primarily older

families with teenage or young adult children. They love engaging in

structured activities that they can do together as a family and have a

bit of a sweet tooth!

• Mostly married females between 55-64

with high school education and household

income between $25k and $75k.

• Dining audiences are predominantly white

(82%) and 51% identify as Republican.

• Love Restaurants such as Dairy Queen,

Golden Corral and Sonic.

•



DEMOGRAPHICS

0%

5%

10%

15%

20%

25%

0%

20%

40%

60%

80%

100%

0%

5%

10%

15%

20%

25%

30%

18-2

4

65+

25-3

4

35-4

4

45-

54

55-6

4

23%

12.9%

15.7%

11.7%

24.4%

12.4%

0%

10%

20%

30%

40%

50%

60%

11%16.5% 18.3%

54.2%

0 -

4 y

rs

5 - 1

1 yrs

12 -1

6 yr

s

16+

yrs

82%

10% 5.8% 2%

Wh

ite

Afr

ican

Am

eric

an

His

pan

ic

Asi

an

< $2

5K

< $1

25 K

+

< $2

5 - $

50K

< $5

0 -

$75K

< $7

5 - $

100

K

< $1

00

- $1

25K

7%

30%28%

12%

7%

16%58%FEMALE

51%MARRIED

51%HAVE

CHILDREN

51%REPUBLICAN

AGE AGE OF CHILDREN ETHNICITY

HOUSEHOLD INCOME



CLIENT AUDIENCE AFFINITIESVACATION TYPE

TRAVEL

1. Beach

2. Camping

3. Cruise

4. City Break

5. PackageVacation

6. Spa Getaway

7. ThemePark

8. World Travler

9. Winter Sports

MUSIC PREFERENCE

MUSIC

1. Pop

2. Rock

3. Country Music

4. Religious Music

5. Folk &Traditional

6. Hip-Hop/R&B

7. Classical

ENTERTAINMENT

ENTERTAINMENT

1. Comedy

2. Sci Fi &Fantasy

3. Documentary

4. Period Drama

5. Classic

6. Horror

7. Action Films

8. Romantic

9. Thriller

10. Children & Family

SPORTS

SPORTS

1. Football

2. Baseball

3. Outdoor

4. Motor Sports

5. Golf

6. Running

7. Rugby

8. Basketball

9. Soccer

10. Tennis

GENERAL INTEREST

OTHER INTEREST

1. Magazine Enthusiest

2. Book Fanatics

3. Media and Entertainment Products

4. Sports Enthusiests

5. Hobbyists and Collectors

6. Puzzles and Games

7. Sci-Fi Enthusiasts

8. Action/Adventure Enthusiast

9. History Buffs

10. Mystery and Horror EnthusiastsBRAND AFFINITY BRAND MEDIA

NEWSPAPER RADIO E-BOOKS

BOOKS

MAGAZINES DVD’S

MUSIC

Books, Radio, Newspaper, etc.



TURNING INSIGHT INTO SUCCESSRELEVANT CREATIVE TO THE RIGHT AUDIENCE PERSONA

CREATIVE

PERSONA

CTR

IMPROVEMENT YoY

OUTDOORADVENTURE ATTRACTIONS ENTERTAINMENT DINING LODGING

RETARGETING A/B

0.31% 0.29% 0.33% 0.35% 0.26% 0.41%

+68% +48% +74% +71% +39% +82%



CONCLUSIONThe underlying objective of Orange142’s integrated campaign for Pigeon Forge Tourism Department was

to chart a path that would give the destination a more sophisticated, more effective strategic approach,

as well as access to the same broader markets and opportunity as even the largest national advertisers.

The key was being smarter, not spending more.

The result was a data first inquiry into who Pigeon Forge’s key consumers actually are, who was engag-

ing with the brand the most and how best to develop advertising messages that would showcase what

Pigeon Forge has to offer.

A strategic focus and a clearly-defined approach to the challenges at hand. The application of first-to

market programmatic strategies. The ability to refine and re-deploy strategies based upon actionable,

real-time data. These are the building blocks of a successful marketing effort that continues to evolve.

“I am very happy to give a very strong recommendation for our friends at Orange142. Everything they do

for us is well thought out and is based on research and because of that, their marketing efforts on behalf

of Pigeon Forge have generated tremendous results for our city and our businesses. They have state of

the art reporting and insights that are unlike any other digital agency that I am aware of. The dollars that

we invest with Orange142 are some of our most effective marketing dollars, and their ROI has always

been very impressive. We regularly conduct an agency review process, and each time our selection com-

mittee has easily and happily chosen Orange142 as our digital partner.”

Leon Downey

Executive Director

Pigeon Forge Department of Tourism

THERESULTS• 72% Lift in advertising

Click Through Rate (CTR)

• 13% Increase in eNewsletter Sign Ups

• 12% Increase in Visitor Guide Requests

• 8% Lift in Website Session Duration

• -17% Drop in Website Bounce Rate

utilizing an enterprise data management platform to ......this was the foundation upon which...

Documents