2. Introductions John White, Director of Product Management
Joined iModules January, 2014
Background in product management and data products
Kansas State Alumni Association
Jason Roberts, SVP Customer Success
Joined iModules in 2012
Leads the Client Services organization
Background in applying Advanced Analytics

3. Actionable Insights
What is it? Why are we doing this? Why is this important to each of you?

4. Online Engagement Challenges
Identify who is engaged online and who is not, and who is likely to become engaged in the future
Strategies to increase online engagement
Segment and target communications
Measure results
Track engagement over time
Control, reduce or reallocate expenses

5. Focus
Use Encompass data to help clients target constituents more effectively – thereby increasing online engagement in a more cost effective manner.

6. Data Analysis Process
Data: activity, event activity, online giving, membership
Hygiene/Append
Data Mining & Modeling Process
Proprietary, Custom Scoring Models (CEI, PEI)

7. Engagement Scores Constituent Engagement Index (CEI)
Custom model that uses three years of engagement data from Encompass:
activity, event activity, online giving, membership (if applicable)
Measures a constituent’s level of online engagement via Encompass
Potential Engagement Index (PEI)
Custom model uses data from Encompass and external (appended) data:
The model identifies up to 13 predictive values - combination of predictive values is unique to each institution
Measures a constituent’s propensity to engage online
Engagement Quadrant (EQ)
Using CEI and PEI scores, each constituent plotted to a quadrant
Key Target, Keeper, Committed, Unlikely Target

8. Engagement Quadrants (N=96,493 41.8%) (N=23,145 10.0%) Total N=230,805
PEI Mean 5.5
(N=97, %)
(N=13, %)
CEI Mean 122.3
Click to add notes

9. Engagement Quadrants – by location
Within 150 miles: 50,167 (36%)
Outside 150 miles: 46,057 (51%)
Within 150 miles: 12,855 (9%)
Outside 150 miles: 10,227 (11%)
Within 150 miles: 138,850
Outside 150 miles: 91,197
Within 150 miles: 66,520 (48%)
Outside 150 miles: 31,097 (34%)
Within 150 miles: 9,308 (7%)
Outside 150 miles: 3,816 (4%)

10. Engagement Quadrants – by grad year

11. iModules Actionable Insights - Phase One
Data Management
Data prep/clean up
Hygiene, append, scoring with custom models
Records count report, client profile, scores imported and rescored
Engagement Scores Available in Encompass
CEI, PEI, EQ scores displayed within the Member record
Actionable Insights tab and homepage within the admin
Scores can be used with the Data Viewer query tool
Strategic Services
Interpretation of results
Recommendations for first steps and specific strategies
Measurement and follow up

12. Applying Actionable Insights: Alumni Relations and Communications
Increase online engagement
Enhance your current segmentation
Modify communication strategy
Message
Frequency
Longitudinal view of constituent engagement
Identify online ambassadors
Impact offline activity
Adjust communication strategy based on propensity to engage online
Potential for budget reallocation (print/postage dollars)
Additional data point to identify prospective volunteers, mentors, Board members…

13. Applying Actionable Insights: Development
Increasing alumni participation and support
Enhance your current segmentation
Stewardship opportunity for donors who engage online
Better insight into the Constituent’s preference
Identify highly engaged non-donors – and engage them
Impact offline activity
Combined with other metrics a more complete constituent perspective is achieved
Focus time and budget offline on those that are not likely to engage online

14. Making the Insights Actionable
Strategies and goals
Target and message
Determine measurements
Execute
Measure and evaluate
With Actionable Insights you will be able to:
Target the populations to drive overall engagement
Make conscious decisions around higher investments to drive engagement
Set clear objectives, with specific actions and responses that are measureable

15. Actionable Insights Example
Objective:
Drive increased engagement among Alumni living more than 150 miles from campus, with a focus on event participation
Within 150 miles: 50,167 (36%)
Outside 150 miles: 46,057 (51%)
Within 150 miles: 12,855 (9%)
Outside 150 miles: 10,227 (11%)
Within 150 miles: 66,520 (48%)
Outside 150 miles: 31,097 (34%)
Within 150 miles: 9,308 (7%)
Outside 150 miles: 3,816 (4%)
Measurement:
Near term: Increased open rates, click through, and registrations for the events.
Long term: Increased engagement (shift in engagement distribution)

16. Actionable Insights - Example
Identify the Populations
Use the Engagement Quadrants for those that are > 150 miles from campus, but have not attended an event in the last year
Execute Strategy against each Quadrant
‘Key Targets’ – have different communication cadence and content
‘Keeper’ and ‘Committed’ – care and feeding
Top 10k
Alumni
Outside 150 miles: 46,057 (51%)

17. Actionable Insights - Example
Measuring Results
Changes in Engagement are not a short term measure
Strategies focus on changing behavior, not just a ‘click’
Targeted segments of the population are compared to their baseline for changes
Selected Population

18. Actionable Insights Features
Actionable data
Minimal workload
Aligns with current business processes
Statistically based, custom models
Models are not static
Services included to support success
Optimize use of Encompass

19. Future Development Model inputs Reporting and analytic capabilities
Trend analysis

20. iModules Actionable Insights
Data Management
Data prep/clean up
Hygiene, append, scoring with custom models
Records count report, client profile, scores imported and rescored
Engagement Scores Available in Encompass
CEI, PEI, EQ scores displayed within the Member record
Actionable Insights tab and homepage within the admin
Scores can be used with the Data Viewer query tool
Strategic Services
Interpretation of results
Recommendations for first steps and specific strategies
Measurement and follow up
Available Now

21. Who to Contact
Moving Forward Your account manager Sizzler John White Jason Roberts Mirko Widenhorn

23. Contact Information
John White Director of Product Management Jason Roberts Senior Vice President, Customer Success