2019 Genius Award Winners Include Two Non-Profits

. October 4, 2019

For the first time in its seven-year history, the ANA Genius Awards, presented in partnership with Neustar, has two category winners from the non-profit sector. Winners in all four Genius Awards categories were announced October 4 at the ANA Masters of Marketing Conference in Orlando, FL.

Pittsburgh Cultural Trust was recognized in the Data and Analytics Storytelling category for showing elegantly how analytics could help tell a powerful, data-driven story.  And USA for UNHCR, a United Nations refugee agency, won for its outstanding achievement in Data and Analytics Growth driven by establishing the HIVE – a data and analytics team that enabled new accessibility to data the organization had not had before.

PCT is a non-profit that has worked since 1984 to make the Steel City a place where the arts can flourish. Its efforts have focused on the cultural and economic development of the Cultural District, a 14-square-block area of downtown Pittsburgh. What was once a downtrodden district now thrives as a vibrant center for culture, art, food, and community. Pittsburgh’s Cultural District stands as a nationwide model for how the arts can play a pivotal role in urban revitalization.

PTC used data science to debunk the assumption that Broadway blockbusters that ran in the Pittsburgh Cultural District either don’t help build audiences, or worse, hurt sales at other District venues in the long run.

They designed a study that examined retention rates after a first-time buyer views a show. This research revealed that over 25,000 first-time ticket buyers made at least one subsequent purchase in the District, an average reactivation rate of 56%, ultimately generating revenue of about $24 million. You’ll find more details on their analytics approach here.

Want to create your own data storytelling presentations that will wow the C-suite? Download and customize this instructive data storytelling template for your organization: tell stories grounded in data, analytics, and insights to make clearer and more compelling presentations that prove marketing’s impact to your organization’s decision-makers.

After the world’s refugee crisis took center stage in 2015, USA for UNHCR realized it could better serve refugees by collecting more data on donors. With the data collected using natural language processing and topic modeling, they found insights that helped better create audience segmentations for the different types of donors based on past behaviors.

You can read more about USA for UNHCR’s analytics program here. Also see the Genius Awards video featuring USA for UNHCR.

Adobe, LongHorn Steakhouse Also Take Home Trophies

In the Data and Analytics Adoption category, Adobe was recognized for implementing a Data Driven Operating Model (DDOM), where enterprise data are stitched together at the customer level to create a personalized customer experience. To drive adoption and provide more accurate targeting capabilities, Adobe went back to the fundamentals of marketing by identifying a customer’s lifetime value through data analytics.

Adobe launched what it calls “Project Karma” with the goal of identifying both short-term and long-term users of its products. Its goal was to use machine learning models to sort these customers and then maximize their revenue based on their needs.

Adobe began by measuring the lifetime value (LTV) of customers currently subscribed to Adobe products (CLTV), as well as prospects (PLTV) who had created Adobe IDs in the past. Next, they developed models around these segments based on their marketing use-cases. Finally, they assigned a hybrid team to lead the project under the auspices of the Marketing Analytics Solutions (MAS) group.

Adobe used the CLTV model to identify two countries in Asia and Europe that should be targeted. These countries had a high ratio of CLTV to customer acquisition cost – in other words, spending a small amount of money would net many subscribers with a high lifetime value. The predictions of the model bore fruit – so far, these companies have shown year-over-year subscriber growth of 75% and 45%, respectively.

In addition, Adobe was able to use their PLTV model to find higher- and lower-value prospects among their student segment. Higher PLTVs were targeted with display ads, while lower PLTVs were given the opportunity to try free mobile products. Both targeted segments responded with a 15% increased subscription rate from display and a 12% improvement in NPS. Hear more from Adobe’s marketing team in this Genius Awards video.

Data and Analytics Innovation

LongHorn Steakhouse took the prize in the Data and Analytics Innovation category for using data capturing to find more innovative, efficient, and effective ways to translate online behavior to restaurant visits.

LongHorn created a new framework within display advertising to create an end-to-end measurement system that was able to track media impressions and store visits. Data revealed that guests are 50% more likely to visit a restaurant if they’re within a certain amount of proximity to the location.

This enabled them to leverage this insight on digital platforms to sharpen online targeting.

Previous efforts at LongHorn Steakhouse had amounted to baby steps in data analytics. They created a guest database, but were only able to use it for email campaigns and CRM channels, without performing much analysis on how their campaigns performed. Their analysts believed that they could do much better with a foray into paid media, but they needed to build measurement capabilities to do so.

Analysts began testing their first-party data targeting in concert with a separate third-party campaign that used first-party data. This was a low-risk test, making it the perfect pilot project for analytics.

First, they defined their approach – a programmatic display ad campaign. Next, they decided what to measure. In this case, they looked for a lift in restaurant visits from families that had been exposed to their display ads.

LongHorn wanted to make sure that the ROI in terms of increased visits and customer spend would make up for the cost of media investment, so they conducted a lift study that ensured they could tie their restaurant visitors to their marketing profiles. Lastly, they would compare the results of this campaign to the aforementioned third-party campaign.

LongHorn Steakhouse built a custom end-to-end measurement system linking ad impressions to restaurant visits. Starting with first-party data from their own database, they were able to tie credit cards used in restaurants to specific households which had been exposed to ads, define their most loyal customers, and create lookalike audiences.

This campaign achieved both quantitative and qualitative success. Not only did the ROI from this campaign greatly exceed the break-even point on ad spend, analysts discovered new and interesting information about their customer base. For example, customers within a certain radius of a LongHorn Steakhouse location were much more likely to convert, and marketers were able to capitalize on this with an ad campaign that alerted users to their nearest steakhouse location.

Ultimately, these campaigns drove a 20%+ lift versus the third-party campaign, with an ROI up to four times greater than ad spend. See the LongHorn Steakhouse Genius Awards profile here.

About the ANA Genius Awards

The annual Genius Awards, one of the world’s most esteemed marketing awards, recognize organizations pushing the needle in their use of advanced marketing analytics. Winners are selected for proving the impact of data and analytics to drive business goals, including how marketing influences ROI.

Genius Award winners are chosen by a respected panel of industry experts from some of the most prominent global brands. Winners in each of the four categories receive a $25,000 prize for a charity of their choosing.

Judging panel heavyweights in 2019 included Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University; Bruce Dincin, Senior Director Customer Acquisition, Choice Hotels; Julie Fleischer, SVP, Head of Customer Intelligence, WW (formerly Weight Watchers); Cameron Jones, Attribution Program Lead, Marketing Science R&D, Facebook; David Kaul, Director of Performance, Measurement and Analytics, Google; Alex LePage, Vice President of Product Marketing, Marketing Solution, Neustar; Jim Spaeth, Partner, Sequent Partners; Diane Tielbur, President Food and Beverage Consumption Practice, NPD, and Leo Kluger, Principal Data Scientist, Marketing and Communications, IBM.

To learn more about the ANA Genius Awards and to watch all the finalists’ and winners’ videos, go to GeniusAwards.com.

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Category: Adoption, Articles, Basics, Case Studies, Data Story Telling, How-To, Innovation

About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

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