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In this episode, Jeremy Neisser discusses the importance of looking beyond impressions as a key metric in sports marketing. He highlights three other metrics that provide deeper insights into campaign performance: ticket sales, conversion rate, and website traffic. By tracking these metrics, sports marketers can better understand the effectiveness of their campaigns and allocate resources accordingly.

Jeremy Neisser also provides takeaways for implementing these metrics and emphasizes the need for monthly tracking.

  • Impressions should not be the sole focus in sports marketing.
  • Tracking ticket sales provides insights into the success of converting impressions into actual buyers.
  • Conversion rate measures the percentage of people who complete a desired action.
  • Tracking website traffic helps assess the effectiveness of campaigns in attracting potential buyers.

Sound Bites


00:00 - Introduction and Importance of Impressions

01:43 - Ticket Sales as a Key Metric

03:09 - Conversion Rate and its Significance

04:03 - Tracking Website Traffic

05:25 - Takeaways and Conclusion

Tracking marketing metrics allows sports teams to iterate and improve their marketing strategies over time. By analyzing the performance of different campaigns, testing various messaging and creative elements, and monitoring metrics, teams can identify what works best for their audience and refine their marketing approach accordingly. This iterative process enables teams to continuously optimize their marketing efforts and stay ahead of the competition.

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