CASE STUDY
Theorem Helped the Trail Blazers Reach 102% of Revenue Goals
By Mid-Season
Background
Media
- Paid Social
- Paid Search
Digital
- User Experience Design
- Insight & Analysis
Strategy
- Audience Design
- Test Planning
- Messaging Strategy
THE CHALLENGE
From ROAS to Incremental Sales Growth
While optimizing entirely for ROAS can make media efficient, it can have a limiting effect on incremental sales. A challenge with the ROAS optimization model was that media prioritized the few showcase games because of the high ticket prices and return potential, while lower ranked games often struggled to hit revenue targets. We saw an opportunity to help them grow overall sales by adapting their media buying strategy toward increasing revenue for individual games, while still maintaining strong returns on ad spend.
SOLUTION
Game Scoring Enables Smarter Media Buying
We integrated sales data to create a “live” media plan that adjusts game-specific budgets based on sales pacing. It helps focus the investment on games that needed more sales.
37% of budget was allocated based on game scoring methodology that involved periodic adjustments based on revenue to goal indicators.
Model ticket sales data to identify priority games.
Score upcoming games based on sales velocity.
Shape activation based on each opponent.
eCommerce Ticket Page Design
Old Ticket Page
SOLUTION
Reimagined Ticket Page Boosted Conversion Rates by 11%
We knew that emphasizing smaller games could lower conversion rates. To combat this, we designed and tested a dramatic new experience for the ticket sales page, modeled on eCommerce design best practices.
Our hypothesis proved highly successful, improving conversion rates by more than 11%. This allowed us to send more traffic toward their website in addition to ticketing partners like Ticketmaster.
RESULTS
102% Revenue Goal Achieved by Mid-Season
Lower Cost Per Acquisition for Low Value Inventory
11% Increase in Ticket Page Conversion Rate
