Databases & Analytics Julie Wilson.

Slides:



Advertisements
Similar presentations
New Technology Environment Technology as a Strategic Asset Tom Lehman Lehman Associates, LLC Lehman Reports Association TRENDS Live September, 2014.
Advertisements

METRICS THAT MATTER MEASURING THE SUCCESS OF YOUR FUNDRAISING EFFORTS IN A MULTI- CHANNEL ENVIRONMENT.
Multichannel Personalization At Scale: Building Incremental Value With #dunnhumby.
EFFECTIVE ENTRY INSIGHTS. Mobile is the most compelling, accurate, and inclusive marketing practice today In the past few years, mobile has exploded from.
Becoming their BCF (Best Charity Forever) A guide for long term donor cultivation.
Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice.
Direct Marketing 201 Analytics: Statistics for Fundraisers May 15, 2013.
IMA CIM Overview. IMA Mission “Provide a knowledge-sharing platform for business professionals where proven Internet.
Building profitable customer loyalty
Welcome to the AdvisorMax coaching session: “ Simple Steps to Smart Marketing ” Presented by: Stephanie Bogan, President of Quantuvis Consulting A few.
1 Modern Marketing Strategies Presented by Josh Williams Electronic Marketing Presentation // December 19, 2006.
© Lehman Associations, LLC 2013 Technology as Strategy™ Tom Lehman Lehman Associates, LLC Lehman Reports 2014 Technology Institute NYSAE April, 2014.
KPI’s for Fundraising …Measurements for Success
Multichannel Mixer #IMABmixer Katy Dubina, CDR Fundraising Group Mike Johnston, hjc Chris McKinley, Grizzard.
Big Data – Big ROI Cathy Finney Deputy Vice President, Strategic Services The Wilderness Society Chuck Pruitt Co-managing Director, AB Data Kevin Moran.
Copyright The Asian Banker All rights reserved Channel Mgmt/Distribution Copyright The Asian Banker All rights reserved 1/8 Asian Banker.
Module 4: Problem Building & Strategy Session. Housekeeping Webinar: – – If you are here.
ONLINE ENGAGEMENT Trends, Strategies, Tactics, Tips and Tools 11/18/15DAVE MARCACCI |
Results from the 2012 Donor Engagement Benchmark Survey.
Conducting a Winning Strategy Session
Traci Prantner Client Services Team Manager Innovairre Communications x255 Mary Hackett Founder & President Delve.
Introduction to Digital Analytics Keith MacDonald Guest Presentation.
Pivotal Merchant Insights Presented by: Teri Nock, Corporate Trainer, Pivotal Payments.
Social Media Analytics Market to Global Analysis and Forecast by Type, Application and Vertical No of Pages: 150 Publishing Date: Jan 2017 Single.
Social Media Analytics Market to Global Analysis and Forecast by Type, Application and Vertical No of Pages: 150 Publishing Date: Feb 2017 Single.
Social Media Strategy in 2017
Case Study Allstate Canada
And Making It Work For You
By Andrés Peña, VP of Alliance & Channel Development, Buzz Points ®
Cloud University Live: 8 Steps to Build Your Cloud Go to Market Plan
Customer Relationship Management
You will have a Key Assistant as your point of contact.
Customer Relationship Management
Social Media Analytics
Gather Valuable Customer Data
Customer Relationship Management
The secret value of existing customers
Digital Analytics Best Practices for Financial Services Environments
Online marketing is undoubtedly a great way to grow your business and generate more profits. The latest statistics confirm that a huge number of people.
SOCIAL MEDIA MARKETING
MULTI-CHANNEL FUNDRAISING INTEGRATION STRATEGIES
The Changing Landscape of Donor Development: Engaging Individuals
Why it means so much for business
Product Activities Framework
effective and affordable ways to connect with your audience
Three Plan Approach Adaptive Sports USA
SAP Hybris Marketing Deliver contextual marketing that’s truly real time one-to-one. Introduction SAP Hybris solutions provide omnichannel customer.
Automating Profitable Growth™
Developing an Integrated Advancement Plan
Real World Buyer Persona Examples
MAZARS’ CONSULTING PRACTICE Helping your Business Venture Further
7 things my grandparents taught me about DIGITAL FUNDRAISING
MAZARS’ CONSULTING PRACTICE Helping your Business Venture Further
Lead Generation Through Social Media
KEY INITIATIVE Financial Data and Analytics
KEY INITIATIVE Finance Function Management
KEY INITIATIVE Shared Services Optimization
Finance strategy Project support overview.
Management reporting Project support overview.
Analytic Optimization Thalamus Hill SVP of Advanced Analytics, RKD Group Robert Connelly Director of Strategic Services, Integral #DM201.
Presented By:- Abhinav Shashtri. Index SR.NOTitleSlide No 1Introduction: Build Awareness: Buildup Brand Image: Content Improves Website.
What the heck is a data strategy and why do you need one, now.
Digital Marketing and Gift Giving
Integrating Key Business Metrics
Celemi Apples & Oranges™ – The simulation
Generate the Best Leads using Marketing Service From Global Mail Media GLOBAL MAIL MEDIA
SOFTWARE INDUSTRY LIST
Pulling in the same direction
Presentation transcript:

Databases & Analytics Julie Wilson

What the heck is an Integral? Integral is an independent analytical consulting firm specializing in servicing the non-profit community. By leveraging data to combine deep analysis with strategic thinking, we deliver insight to help organizations make better business decisions for sustained growth. Ultimately…we make information make sense!

Who We Help

Typical Client Questions What is the overlap among our various constituent groups? How can we double our Net Revenue in 3-5 Years? Who are our most valuable supporters? How do we find more? What is the value of my digital presence? Are all of our business models healthy? Are my integrated activities generating more revenue, or are we just moving money around? Where are my major donors being acquired and how can I get more of them? Is there a more productive approach to segmentation? Where will we end this fiscal year? The next 3-5 years? If we invest in our upgrade activity, where should we focus? How is our file positioned for increasing planned giving revenue?

What We Want to Cover Databases Analytics “Data-driven” Big or Smart? What to Measure Watch Out! Databases Fundamentals – What should a marketing database do for you? Utilization – How will your organization use it? We’ll start with a bit on databases…then move into a few things to look about in regards to analytics.

Where we’ll focus within the process Data-driven marketing! B Where we’ll focus within the process Your organization Data-driven marketing! Marketing activity & results Marketing Database Analytics & Insights

“What is important to our organization?” The “copycat” fundraising era is over, and it is imperative to articulate your unique position. The types of data collected and metrics that are important to your organizations are no longer the same even within the same verticals. Today’s leading organizations are leveraging their data to build new relationships, develop more dynamic segmentation strategies, and seeking new opportunities for growth. “What is important to our organization?” Something to keep in mind when working within a database and developing analytics. What is important to our organization?

Database Fundamentals Imagine that your organization effectively used all relevant information to make smarter decisions for sustained growth

But First…How Things Have Changed…

Data and gift sources: The Old Model…or better yet, the “Good Ol’ Days” Mobile Landing Pages Direct Mail TM Website Social Online Ads Email Video Donor We call this “the good ole days.” You know, when you had to walk to school, uphill both ways…in the snow But now things are a bit more complicated – Important to know when thinking about Databases and Analytics. Canvass Planned/Major Gifts Events Today, databases are more flexible to meet the evolving needs of organizations DRTV

With any marketing database, the goals are the same These are the Goals, but how do we achieve them? Build Constituencies Improve Loyalty Increase Revenue Reduce Costs

What You Should Expect From a Database to Achieve those Goals? It should be the one place where all the relevant data is housed. Enables you to follow consistent business rules across multiple channels (more on this later!) Has the capacity to grow as you grow. Captures necessary data based on program needs. Has good “standard” reporting in order to increase productivity by allowing you to leverage data for better decision making. These have to be considered…

Ask yourself, how should we be handling our data? GiGo = Garbage in/ Garbage out… Ask yourself, how should we be handling our data? Collect what you only need to. Question how the data will be used. Discuss how will you get the data in…and just as important, how will you get it out? Am I being consistent with how data is being collected & stored? Is anything missing that will render the data less useful (or useless)? Don’t let perfect be the enemy of good. The best tests are not based on bad data. Be purposeful.

Analytics The key to maximizing value and sustained growth is getting the right information to the right people at the right time

Data and Decision-making Expectations 74% How has access to useful data improved your ability to deepen your bond with your most valuable constituents over last year? 67% To what extent do you believe that access to smart data has helped improve your ability to innovate over last year? 61% To what extent do you believe that senior management expects you to make more data driven solutions over the next 12-24 months? Are you prepared to do these? To what extent do you believe that leveraging data to gain a deeper understanding of your most important customers has allowed you to grow/find more? 78% Source: Fall 2013 MIT and SAS Institute Study

Big or Smart?

What are we trying to do with all this data? into what levers you need to pull to grow – to make better decisions and create better business models. Insight… current tactics through innovative testing and/or segmentation. Improve… your reach to new audiences and deeper ties with current supporters. Increase… more effectively in order to manage risk, budgets, forecasts, communications. Invest… Insight = what are strengths to capitalize on? / Improvement = how do you create tests to beat control? Data for strategy & database for tracking / Increase = online data in merge purge / Invest = making investment decisions based on data…particularly LTV.

Value in Your Analytics - DDPP 4 types of data that need to utilized in strategic decision-making: Descriptive – What is happening now? Diagnostic – Why is it happening? Predictive – What is going to happen? Prescriptive – What should we do? Explain a bit…types of data. Talk about need for Multi-Year Planning…

Analytics – Many types Benchmarking – How do I compare to other organizations? Program/Campaign – Which campaign brought in the most new donors? Performance Indicator – What is driving increases or decreases in revenue? Investments Analytics – Which channel brings in the highest valued donor? Segmentation – What segments worked for our test? Communication Analytics – How do I best convert online leads? Channel Analytics – How do you leverage Online media for growth? Analytics are used to answer questions…and inform further decisions.

Some Measures of Success Response Rates Average Gifts Net ROI Long Term Value Conversion Rates Upgrading/ Downgrading Basics Investment Level Metrics MYM Target Development Net LTV Engagement - Retargeting Community Impacts Pathway to Value Metrics Next Level (Everyone! Sign up for DM201!)

“Orgs Manage What They Measure” Define what productivity means to you and your organization or your client Make sure the metrics are thought out and action oriented Capture benchmarks and set sustainable goals Ensure there are processes in place to get the data you need

Watch out! Unintended Analytical Biases – some may have an interest in a test working. Manage what you Measure – be sure actions are in tune with KPIs. Lack of Data or Experience hinders Insight – who is setting up and who is reviewing? Always be skeptical!

Julie Wilson Director of Strategic Planning 202-503-3884 jwilson@integral-dc.com www.integral-dc.com

Appendix Don’t look at data for sake of looking at data.

File Health What is the health of my donor file?

File Health Understanding Key Performance Indicators Revenue and donor counts are UP! Everything looks good.

Understanding Donor Segments 12m active donors New: Donors who made their first ever gift within the 12 months being reviewed Lapsed (Reinstated This Year): Donors who did not make a gift in the prior 12 months Reinstated Last Year: Donors who were previously 12m+ Lapsed and reactivated in the prior 12 months Consecutive Givers: Donors who have given in 2 or more consecutive 12 month periods, and are 3+ years on the file New Last Year: Donors who were New in the prior 12 months and are in their 2nd year on file Consecutive 2yrs Consecutive 3yrs Consecutive 4+yrs Reinstated from 13-24m Lapsed Reinstated from 25+m Lapsed Lapsed 13-24m Lapsed 25-36m Lapsed 37+m

File Health Understanding Donor Segments But here, we can see that the growth is coming from NEW (and only new donors). In fact, the Consecutive Givers responders has shrunk.

File Health Understanding Donor Segments

File Health Understanding Donor Segments Retention is fine (good)…the issue is that their pipeline to CG shrank.

Revenue Trends How is my past, present, and future revenue trending?

Revenue Trends Rolling 12months

Revenue Trends By Years on File

Revenue Trends By Program, or HPC, or Channel…and more

Revenue Trends …reporting comes in all shapes and sizes…

Campaign Reporting What metrics do I need beyond the basics?

Campaign Reporting Managing multiple metrics Tiering and priorities based on organizational objectives

Investment Analytics Where should I be investing for sustained growth?

Channel Reporting Creating an investment model Cold Activist Cold

Program Investment Reporting Creating an investment model