Integrated data enables smart campaigning Learning Integrated Data Engaging Networks Community Conference October 2011 by: Duane Raymond

The session: Duane Raymond will Discuss his strategy for data integration Explain how he has applied it to the benefit of many organisations Talk about how you can leverage your transactional data to help build useful supporter segments Have some time at the end for questions and answers. Integrated data enables smart campaigning2

What data do you have and use? ing eAction Donation Web analytics Other? Survey Profile / Demographics (e.g. age, sex, occupation, interests) Location / geo-demographics Open data Social media usage Integrated data enables smart campaigning3

How do you currently use data? How many of you send the same asks to everyone on your list? How many segment by initial/past interest? How many segment by past activity level? How many segment by a supporter’s local targets’ position on an issue? How many present different actions to different supporters based on a simple rule? How else do you currently use data? Integrated data enables smart campaigning4

Strategy for data integration 1.Clarify what you want to understand 2.Collect the data you need to understand it 3.Link it up and explore preliminary results 4.Refine until your key questions are answered Integrated data enables smart campaigning5

What have I done with data? Performance Analysis: linking up ing with e-action data and see end-to-end performance on multiple KPIs Asked lapsed supporters what the campaign can do to get them back involved (and had a 15% response rate from lapsed supporters!) Asked 1GOAL supporters what World Cup football team they support and ed them when their team was playing and scored to ask them to tell friends about 1GOAL Integrated data enables smart campaigning6

What have I done with data? Auto-segment based on past participation levels and time since last participation to message them appropriately and get the most from each group Ask people who have NOT provided phone and address data to provide it once they have completed an action Inform people who did no opt-in that they will miss great campaigns and content and ask them to re opt-in Show how many other people from their area have joined the campaign Integrated data enables smart campaigning7

Other ideas Have tailored messaging for different types of donors/non-donors do you only have appropriate asks for each Feed/widget with latest actions for supporters to embed in their sites/profiles Integrated data enables smart campaigning8

Get the data: For external use 1.Export existing data from Engaging Networks and match-up with other data source(s) 2.Add new data and re- import into Engaging Networks’ tools Within e-activist 1.Build profile based on past behaviour (participation, donations, ing subscribes/opens/clicks, profile data and/or question responses) 2.Associate profile with a campaign and/or used to a segment of the list Integrated data enables smart campaigning9

Analyse for performance Integrated data enables smart campaigning10

Analyse for performance Integrated data enables smart campaigning11

Analyse for performance Integrated data enables smart campaigning12 Participation Rates

Analyse for performance Integrated data enables smart campaigning13

Analyse for performance Integrated data enables smart campaigning14

Analyse for performance Integrated data enables smart campaigning15 Recruitment Ratio

Analysis guides improvement What to keep doing What is being done inconsistently Where the biggest problems are What improvements are working vs. baseline Who to put in what segment Integrated data enables smart campaigning16

Social proof boosts participation Progress bars / counts Latest participants and their comments Likes / Tweets / Friends / Shared Maps Integrated data enables smart campaigning17

Doing this with EN tools… Integrated data enables smart campaigning18

Questions? Comments? Input? More good stuff on e-campaigning at: Join the eCampaigning Community: fairsay.com/ecflistfairsay.com/ecflist FairSay Blog: Participate in ECF Europe 2-4 November, Vienna Contact me: Duane Raymond Skype / Twitter: fairsay Integrated data enables smart campaigning19