Using Measurement to Make Data-Informed Decisions at Atlantic City - - PowerPoint PPT Presentation

Using Measurement to Make Data-Informed Decisions at Atlantic City Alliance

DMIA Las Vegas July 2014

Katie Delahaye Paine CEO Paine Publishing www.painepublishing.com @queenofmetrics measurementqueent@gmail.com

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Katie Delahaye Paine:

Helping communications professionals define and measure success for 25 years.

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measurementqueen@gmail.com

Keys to Success in Measuring Destination Success

 Start with agreement on role that PR plays in path to purchase

 Travel Alberta – “It’s the spark”  CTC – PR is now part of the marketing mix model  NH – For every 100 positive media impressions, 3 people visit, average spend

=$50

 Atlantic City – PR changes minds and drives traffic

 Must also agree on what elements are a necessary part of that “spark”

 Dispelling a myth  Desirable visuals  Recommendations  Stories that leave the reader more likely to visit

 Factors to consider

 Role of partners – airlines, hotels, etc.  Role of government bodies  Uncontrollable events – The Calgary Flood, Hurricane Sandy, Celebrities

misbehaving

ACA Measurement Program Parameters

 Goal: Move to Industry Standards Metrics and away from

media value and ad value equivalency

 Measure quality not just quantity  Began in January 2013  Used January-March 2013 as benchmark  Customized “Quality Score” that indexes message content,

tone, and media importance on a scale of +10 to -10

 Correlated with web traffic to measure outcomes  Data is available on demand as well as in quarterly reports  Raw data is collected and coded on Top Tier media only.  Data is processed through a custom algorithm to enable

analysis and derive OCS Scores

Definitions of “Success”

 Workshop defined the criteria  All criteria linked back to the goals:

High Quality Media Coverage Intent to visit Improved reputation Visits/Non-gaming revenue

Defining High Quality Coverage The OCS Score

Desirable Criteria Score Undesirable Score Score Positive sentiment 1 Negative Sentiment

• 2

Contains one or More Positive Messages 3 Contains one or more Negative Messages

• 3

Event/Program is mentioned 2 No Event/Program is mentioned Appears in Tier1 Media 2 Negative Mention in Tier1

• 1

Third Party Endorsement 1 Recommends competition

• 2

Contains a desirable visual 1 Contain undesirable visual

• 2

Total Score 10 Total

• 10

Negative Coverage of AC is Constant and Growing

100 200 300 400 500 600 700 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Tone of Coverage about Atlantic City Over Time

Negative Neutral Positive

Miss America

ACA Programs generate predominantly positive coverage

20 40 60 80 100 120 140 160 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Sentiment of ACA Coverage Over Time

Negative Neutral Positive

Without ACA events, OCS Scores for Atlantic City would have been significantly lower

4 3.25 2.75 2.99 3.65 2.96 3.36 3.24 2.34 2.37 2.43 1.30

• 1.24

0.37

• 0.05

0.28 0.28

• 1.56

4.91 3.92 2.99 3.58 4.14 4.1 4.27 4.12 4.29 2.78 2.56 1.53

• 0.29

0.61 0.20 1.44 1.77 0.63

• 2
• 1

1 2 3 4 5 6 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Average OCS Score

Average OCS Score Over Time

Atlantic City OCS without ACA Atlantic City OCS with ACA

The red line represents coverage of Atlantic City minus all mentions of ACA and its programs

ACA has made a demonstrable difference in the quality of media coverage

 If an ACA or one of its

programs was mentioned in a media story, it was:

 More likely to contain

an endorsement

 More likely to be

positive

 More likely to contain

key messages

 Less likely to be

negative

0.22 0.00 0.62 1.42 4.61 0.08 0.08 0.01

• 0.61
• 0.66

Endorsements Positive Visual Negative Visual Tone Message Communication Average of OCS

Differences in Quality of Coverage with and without ACA

Atlantic City Atlantic City Alliance

OCS scores for Atlantic City significantly improved thanks to ACA events

36 278 458 334 537 432 342 225 995 329 324 247 139 419 260 476 538 925 4.89 3.92 2.99 3.58 4.14 4.10 4.27 4.12 4.29 2.78 2.56 1.55

• 0.29

0.61 0.20 1.44 1.77 0.63

• 1.00

0.00 1.00 2.00 3.00 4.00 5.00 6.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June 200 400 600 800 1000 1200

OCS Score Number of items

AC Mentions vs. OCS Over Time

AC Mentions AC OCS

Dead whale, non- gaming promotions, Caesar’s CEO quote, Lady Antibellum Revel Casino value, Electric Jitney test, Fake Chips, Phil Ivey suit, Blake Shelton Showboat closing, Revel facing 2nd bankruptcy

ACA maintains high OCS score with proactive program coverage

Lady Antebellum, Non-Gambling Fun, Hello Summer, GMA segment

14 44 31 93 87 75 75 40 95 28 7 27 17 18 12 107 122 254 5.5 7.18 6.3 5.02 6.24 6.42 7.42 7.21 6.54 5.27 4.25 5.08 6.47 5.94 5.33 4.75 6.87 6.41 1 2 3 4 5 6 7 8 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June 50 100 150 200 250 300

OCS Score Number of mentions

ACA Mentions vs. OCS Over Time

ACA Mentions ACA OCS

Miss America Statue, ACA new campaign, Blake Shelton, World Poker Championship

Communication of the "Making a Comeback" & "Something for Everyone" messages increased as ACA announced new programs

14 39 23 36 133 235 8 7 4 2 10 15 8 11 1 2 9 2 24 70 21 73 88 110 13 104 74 138 87 48 Jan Feb Mar Apr May Jun Qtr1 Qtr2 2014 Atlantic City has something for everyone Atlantic City is a clean and safe place to visit Atlantic City is a year-round destination spot Atlantic City is making a comeback Atlantic City offers more than just gaming

Quality of coverage has improved in all markets

4.00 4.25 8.00 3.62

• 1.00

4.00 6.50 4.65 5.07 5.88 6.50 5.70 7.17 5.13 5.13 4.67 7.31 7.02 6.25 6.89 5.00 5.29 6.40 7.55 9 Jan Feb Mar Apr May Jun

New Markets Yield High Quality Results

Houston Chicago National Baltimore Philadelphia New York DC

Articles that scored a perfect 10

The Optimal Content Score is rated on a +10 to -10 scale, scored by a defined set of criteria that includes sentiment, message communication, endorsements, desirable visuals, as well as visibility in Top Tier media. .

ItemDate Outlet ItemTitle OCS 5/30/2014 0:00Huffington Post 10 Great Things to Do in Atlantic City (That Don't Involve Gambling) 10 6/20/2014 0:00phillymag.com 12 Things to Do in Philly This Weekend: Solstice Parties 10 6/20/2014 0:00NJ.com 2nd Annual DO AC Sand Sculpting World Cup returns to Atlantic City 10 6/19/2014 0:00Huffington Post 5 Free Activities At The Jersey Shore 10 6/19/2014 0:00Huffington Post 5 Free Activities For Your Jersey Shore Trip This Summer 10 6/19/2014 0:00philly.com 5 free things for visitors to do 10 6/27/2014 0:00NJ.com 8 free things to do in Atlantic City 10 6/17/2014 0:00philly.com A sandier World Cup in Atlantic City 10 5/28/2014 0:00nwi.com Beyond the Boardwalk: Atlantic City offers culinary escape for dining variety vacations 10 6/3/2014 0:00Daily Local News DO/AC World Cup of Sand Sculpting returns this summer 10 6/27/2014 0:00philly.com Five things to do today – sand sculpting awards, store opening, dance party 10 6/24/2014 0:00Philadelphia Tribune Fun for free down the Jersey Shore 10 6/20/2014 0:00KYW-TV Online Hear Philly: The Shore Thing – Fireworks Just One Of Many Activities Down The Shore This July 4th - CBS Philly 10 5/30/2014 0:00KYW-TV Online Hear Philly: The Shore Thing - Gumbo, Sand Sculptures and 'The Planet's Biggest Beach Party' 10 6/27/2014 0:00CNBC Online July 4 weekend travel returns with a boom, and deals remain 10 5/22/2014 0:00NJ.com Lady Antebellum to play second free concert in Atlantic City 10 6/18/2014 0:00Newsworks Next Exit Shore Guide (week of June 19-25) 10 2/24/2014 0:00am New York Plan a spring fling in Atlantic City 10 6/16/2014 0:00WKXW-FM Online Sand Sculpting in Atlantic City 10 6/27/2014 0:00WTXF-TV Online Sand Sculpting World Cup 10 5/10/2014 0:00Asbury Park Press Sculptors 10 6/15/2014 0:00philly.com SECRETS OF THE SANDMAN 10 5/16/2014 0:00philly.com Summer's events are Shore big 10 5/16/2014 0:00Philadelphia Inquirer Sun-soaked nightlife by day 10 6/30/2014 0:00NJBIZ.com Take a look at what's to come in Atlantic City 10 5/29/2014 0:00examiner.com Ticket Alert, Lady Antebellum's FREE beach concert in August at Atlantic City 10 1/24/2014 0:00philly.com Warm up to A.C. winter nightlife 10 5/21/2014 0:00KYW-TV Online What’s New At The Shore: Parades, Festivals, Fireworks - CBS Philly 10 5/23/2014 0:00KYW-TV Online What's New At The Shore: Special Attractions For Kids 10

Free entertainment generated the highest OCS Scores in Q2

5.26 5.73 6.36 6.54 6.71 7.15 7.31 7.36 7.50 7.67 8.00 8.10 8.68 9.30 Miss America Meet AC DO AC July 4th Fireworks Air Show Blake Shelton Miss'd America Pageant Sand Blast Hello Summer Boardwalk Hall Light Show Challenge Triathlon Sand Sculpting World Cup Lady Antebellum Concert Free Entertainment

Top Programs By OCS

High Quality Coverage Appeared on Good Morning America, NPR, and other leading media outlets

When ACA programs received media coverage, traffic followed

50 100 150 200 250 300 20000 40000 60000 80000 100000 120000 140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

ACA programs drive higher OCS scores, which correlate highly with web visits

0.41 0.44 0.47 AC items ACA Items ACA OCS Scores

Correlations between Web Visits and PR Metrics

Pearson r. value

PR is having a positive impact on preference and perceptions

 Based on the results of the most recent brand tracking survey, it appears that

people who say they have recently heard news about Atlantic City are very likely to perceive AC as fun – a key driver of preference

 Respondents who remember seeing news reports about Atlantic City are also

very likely to associate key messages and positioning statements such as “place I am excited to go to” and “fun place to hang out with friends.”

 The same respondents are also more likely to recommend Atlantic City to

friends.

 The largest percentage of respondents who remember seeing news about

Atlantic City don’t remember where they saw it. If they do remember, most saw news in newspapers and online media.

Thank You!

 For more information on measurement go to www.painepublishing.com  For a copy of this presentation or to subscribe to Your Measurement

Moment, our bi-weekly e-newsletter, give me your card or email me at measurementqueen@gmail.com

 Follow me on Twitter: KDPaine  Friend me on Facebook: Katie Paine  Or call me at 1-603-682-0735

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