eTicketing & CRM digital strategy
AS Roma is one of the most famous soccer clubs in the world, with about 10 million people following it on Facebook and over 2 million on Instagram. It has won 3 Championship titles and 9 Coppa Italia. In 2018, it also created a women’s team, which currently plays in the Serie A of the division.
Increasing digital marketing performance.
AS Roma turned to Caffeina to evolve its activities on digital channels and increase its performance.
The goal was to enhance the online channel, making eTicketing increasingly central to the brand ecosystem, and to design the lead generation & conversion strategy, improving the delivery of digital initiatives and optimizing media planning results.
A data-driven approach.
We remapped online sales funnels thanks to a cross-functional media team and collaboration with AS Roma’s key stakeholders. We defined a new strategy for managing Online Ticketing campaigns, focusing on sales, CPA optimization, and ROI maximization.
We then revised the CRM strategy, developing lead generation campaigns and engagement activities to increase the number of contacts in the database and maximize the value of those already there.
Finally, we developed an advanced reporting system based on an online dashboard to analyze the customer journey and sales funnels in detail.
Brand Promotion & Channel Distribution.
We primarily used biddable channels and programmable advertising, working on continuous optimization of digital campaigns to maximize sales and return on investment through multi-varied testing of creativity, target audience, copy, and efficiency in budget allocation by channel.
Lead generation & CRM campaigns.
We promoted initiatives with CPL objectives to sponsor contests, prize draws, quizzes, and special offers with the involvement of AS Roma’s partners.
CRM and lead generation initiatives were deployed through native Lead Ads and drive-to-site campaigns, strengthening fan engagement rates in Italy and abroad.
Real Time Dashboard.
We developed a Data Studio-based dashboard for user behavioral analysis with detailed tracking of interactions across all touchpoints in the sales funnel.
The customer journey analysis was also segmented by device type (desktop, mobile, and tablet) to identify all possible areas of optimization in terms of UX and purchase flow management.
Enhance eCommerce success by designing a new definition of Conversion Strategy, media planning, and delivery of digital initiatives.