Global Webinar & Event Marketing

Business Challenge

Oxford University Press required a scalable global webinar programme capable of supporting high registration and attendance volumes across multiple countries and time zones while maintaining consistent event operations and reliable performance visibility.

The programme needed:

• Scale registrations across international markets.
• Manage high-volume event creation and registration workflows.
• Support attendee management and post-event analysis.
• Coordinate promotion across email, social, paid media and event pages.
• Attribute registrations to individual marketing channels and campaigns.
• Analyse total versus unique registrants and attendees.
• Understand geographic audience distribution.
• Identify acquisition and engagement trends to inform future planning.

Strategic Approach & Responsibilities

Supported the programme across event operations, marketing execution, campaign attribution and performance intelligence.

Key responsibilities included:

• Supporting end-to-end event creation and management through BigMarker.
• Managing and monitoring registration and attendee workflows.
• Supporting promotional campaigns across Dotdigital, Facebook, LinkedIn, Twitter/X, Meta Ads and event pages.
• Implementing and monitoring UTM parameters for campaign-level attribution.
• Analysing traffic sources and referral domains.
• Monitoring total and unique registration and attendance behaviour.
• Analysing registrations by country and region.
• Monitoring programme growth across campaign periods.
• Using BigMarker analytics dashboards to identify audience and acquisition trends.
• Supporting stakeholder reporting and translating event data into campaign insights.
• Using performance trends to support future event planning, regional campaign strategy and audience segmentation.

Programme Scale & Performance

For the reporting period, the programme generated:

The registration trajectory demonstrated sustained audience growth, with particularly strong increases during key campaign periods between February–May 2025 and August–September 2025.

Global Audience Reach

Registrations were distributed across 6+ major global regions:

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East
• Africa

This geographic visibility supported regional campaign planning, audience segmentation and localisation decisions.

Acquisition & Attribution

Within the displayed acquisition dataset:

UTM-based attribution enabled registration performance to be evaluated at the channel and campaign level, providing greater visibility than aggregate registration reporting alone.

Business Impact