Ormond, who works for a national basketball franchise, wanted to reach more fans with new content. They identified new segments and aimed to deliver real-time, online, live game footage. Conversions were really low. Why didn’t this work?

1. Most likely, the targeted audience wasn’t segmented properly or the creative wasn’t strong enough to capture audience attention.
2. The quality of the footage wasn’t appropriate. Most likely unforeseen and unreported technology issues were to blame.
3. The fans they identified weren’t verified properly during the pre-advertising survey that was sent out.
4. Something must have gone wrong with the tagging of the analytics. The attribution algorithm wasn’t set up properly either.

100% Correct Answer:

• Most likely, the targeted audience wasn’t segmented properly or the creative wasn’t strong enough to capture audience attention.