Case Study
Air Show Buzz Switches to Google Analytics to Remove Measurement Blindspots
the rundown
Air Show Buzz, a hub for air show and aviation enthusiasts, needed a way to measure video views, online sales, downloaded application usage, and the impact of social media. They also wanted a way to correlate offline events and activities to mobile website usage and branded merchandise sales. With help from Empirical Path, a Google Analytics Certified Partner, they were able to do all of these things and make more informed decisions for better overall sales.
The Goals
- Increase show ticket sales and popularity of ASB branded gear
- Quantify the usage of ASB's online videos
- Measure the success of online and offline marketing campaigns and events
The Approach
- Use Google Analytics to track e-Commerce and engagement
- Campaign tagging to measure all online marketing campaigns
- Use Location & Mobile reports to measure relationship between online and offline activities
The Results
- ASB was able to track the success of its Adobe Air application
- ASB's Adobe Air application, BlackBox, won an innovation award for 1 million downloads
- Clear measurement of the impact of online marketing efforts on ticket sales
- Published December 2011
- Topics
- Download