The New Currency: Attendees and Analytics
February 16, 2012
By: Kristin Andreotes
On February 6th, the marketing power players of financial services discussed how to reach and regain trust of the new “iWant-It-All” customer that is changing the banking landscape forever. The below recaps the attendee demographics and psychographics as well as analytics from the microsite.
232 professionals were in attendances, with 34% coming from finance-focused companies, including 12% from investment firms, 9% from banks, 8% from insurance companies, and 5% from financial services companies. Agencies accounted for 30% of the audience, Digital Companies represented 18%, and Media Firms were 11%.
Geographically, 84% of attendees were from Massachusetts – with 56% from Metro Boston and 28% from Outside of Boston. New Yorkers also had a presence with 14%.
Attendees were most commonly Directors (23%) and VPs (20%) of their respective companies, most commonly coming from the Marketing department (27%) or Senior Management (21%).
Throughout the day, there were 196 tweets sent out using the event hashtag #AdClubFinance. The keywords most commonly seen throughout the conversation were “financial,” “new,” “currency,” and “consumer.” Names and companies of speakers were also used throughout the dialogue.
The website, from January 1st to February 9th had 1,690 visits, 1,015 unique visitors, and 3,425 page views. Marketing efforts, such as email blasts and newsletters, accounted for almost half of the site traffic. Direct traffic represented 40%, and Search Engines and Social Media accounted for the remaining 11%. Site visits spiked drastically when marketing and social media were utilized.
Our typical events pull in an audience dominated by agency and media professionals. This event, however, pulled in a drastically different demographic with high-level financial executives not only speaking, but attending as well. And while the website didn’t see as much traffic as our usual microsites, the attendance was higher than originally projected, meaning these professionals learned about and registered for this event through a means other than the microsite.