CASE STUDY
LOUISVILLE BATS
IP TARGETING
CASE STUDY
LOUISVILLE BATS
IP TARGETING
This team used RockWater’s IP Targeting. IP Targeting takes the traditional direct mail strategy and delivers a message in the form of banner or video ads on websites online.
BACKGROUND
The Louisville Bats, a Triple-A Minor League Baseball team, wanted to reach their customers where they spent a considerable amount of time – online.
By utilizing RockWater’s IP Targeting system, the Bats were able to measure digital impressions and engagements on a more precise scale than ever before.
Using transaction data from sales over the past three seasons, the Bats’ marketing team was able to launch an online ad campaign to re-engage only those that had previously purchased tickets.
RESULTS
The campaign served 120,000 impressions during the two weeks leading into a game with several promotions. RockWater’s platform was able to generate a 22% lift in ticket sale conversions compared to the non-targeted control group.
Moreover, game day attendance was estimated at 11,000, a 68% statistical improvement over their 2015 average attendance of around 7,500, according to MiLB.
This MatchBack only accounts for online sales, which could be tracked and doesn’t include phone orders or “walk up” ticket sales. See the data below from the RockWater MatchBack Analysis:
