AS Roma - Nivoria
64810
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AS Roma

Coordination and execution of the digital transformation project of the AS Roma business and ticketing model.

 

OBJECTIVES:
Within the pioneering digital transformation project of the business model initiated by AS Roma, Nivoria has deployed its UX / UI, Analytical, Data, CRM and Media Campaign services, to achieve the definitive transformation of the ticket and subscription sales model to both Romanists as tourists bound for the eternal city.

 

STRATEGY AND TACTICS:
We work in 2 main focuses:
1) Audit work, analysis and constant implementation of improvements in the front end to achieve greater efficiency in the funnel of conversion of ticket sales, avoiding dropouts and improving processes.
2) Activation of traffic aimed at tourists in their country of origin when they show interest in activities in Rome on match dates, such as when they are in the destination city itself.
Recently, for the first time, we performed the activation of Italian fans in Rome.
Channels: Brand, Paid Ads, Social Content, RTB Prospecting and RTB Retargeting, Mail Marketing, Social Ads (Facebook and Instagram) together with the support of Off actions within the media plan defined by the Club.

 

TECHNOLOGY
In transactional business models, where traceability and attribution of milestones is essential, the technological solutions offered by Nivoria are multiple to achieve the objectives:
• UX / UI audit and proposal for continuous improvements of the sales funnel with the objective of increasing the Conversion Rate by analyzing user behavior according to the different targets and segments. Recordings with Hotjar, heat maps and other analysis and usability techniques.
• Monitoring of the transformation funnel for sale and advertising management. Integration of Google Marketing Platform, Campaign Manager, Display & Video 360, Analytics, Data Studio, Search Ads 360 and Tag Manager 360.
• Project management tools such as Tableau, Jira and Egnyte.

 

RESULTS:
· Direct increase of 22% in the billing of tickets thanks to the digitalization of the process and the improvement of the conversion funnel.
· The permanent optimization of Brand campaigns and performance-oriented digital campaigns have achieved cost savings and better investment redistribution.
· Important savings for the Club having eliminated manual processes and commissions with a high cost for the process of selling other channels.
· Sales growth to tourists from 23% to 32%.
· ConversionRate increase from 6% to 18% on desktop and from 2.5% to 8% on Mobile.

Category:

Casos Nivoria