1. CONSTITUENCY MAPPING AND GOOGLE OPTIMIZER CLAIRE DONNER SENIOR CAMPAIGNING OFFICER CANCER RESEARCH UK

2. ‘The answer is plain’ campaign – National campaign – Consultation phase Need to show volume of support Low level action (sign a petition) – MPs will be vital later in the campaign Will need to use more local and personal information to persuade The opposition (tobacco industry) already lobbying MPs Monday, August 10, 2015 Constituency mapping and Google optimizer 2

3. MAPPING SUPPORTER ACTIONS AND QUOTES

4. Collecting the data – Postcodes for mapping are in the first form – The action chain (note this changed at times as priorities shifted): Monday, August 10, 2015 Constituency mapping and Google optimizer 4 Petition action 53,597 people Email a friend (also included social sharing tools) 4,938 Why do you support plain packs? 1,890 people

5. Mapping – the numbers Make sure postcode is collected as a mandatory field Create constituency column for user records: Edit the Default Supporter Record Add ‘Parliamentary Constituency’ field (if mapping for MPs) Monday, August 10, 2015 Constituency mapping and Google optimizer 5

6. Click on Political (top right)>Data>Mapping Select the database you want to map with Select the newly created Parliamentary Constituency field for Organization (in the context of MPs, this means constituency) Monday, August 10, 2015 Constituency mapping and Google optimizer 6 Mapping – the numbers

7. Monday, August 10, 2015 Constituency mapping and Google optimizer 7 Export the data for the campaign. The constituency will now be attached to all records with a valid UK postcode Export the EN constituency data set as a reference. Run a COUNTIF formula for constituency counts Note: Mapping will occur for the whole database. This can take the best part of the day to complete Mapping – the numbers

8. My friends are all starting to smoke, this saddens me at how cigarettes are going to ruin their life, I've witness first hand the effects of cancer with my dad last year, i'd hate to see it happen to them.' Ryan. Mapping – the quotes All quotes will now be mapped by constituency Manual sorting and selecting of best quotes for constituencies Formatting using Excel formula to add quote marks and supporter name Monday, August 10, 2015 Constituency mapping and Google optimizer 8 I have three teenage girls. The younger two are still quite impressionable and follow current brands and trends. I would hate for them to see cigarette packets as the latest fashion accessory and start smoking.' Kate

9. Results Letters to MPs outlining the campaign, showing how many people from their constituency had shown their support and including a quote from a constituent. Some MPs got back to us asking for the constituent contact details – so we know they were interested! One or two MPs sent us a letter to forward to constituents (as we were unable to pass the contact details without supporter permission) Monday, August 10, 2015 Constituency mapping and Google optimizer 9

10. GOOGLE OPTIMIZER TESTING

11. One change – social proof thermometer Monday, August 10, 2015 Constituency mapping and Google optimizer 11

12. Monday, August 10, 2015 Constituency mapping and Google optimizer 12 This has recently changed, for google experiments: Duplicate the action you want to test in EN. Make the appropriate changes to this duplicate action Both actions should have the same follow on action/thank you page Go to the Google analytics for your pages and under ‘Content’, use click ‘Experiments’ and it will walk you through Process

13. Monday, August 10, 2015 Constituency mapping and Google optimizer 13 Social proof thermometer Ran for 6 days on 3689 page visits The version with the thermometer improved action conversions by 7.56% Removing the ‘do you smoke’ question Ran on around 2,000 page visits Removing this question didn’t seem to affect conversions (so we kept it!) Our results

14. Claire Donner Senior Campaigning Officer Cancer Research UK claire.donner@cancer.org.uk QUESTIONS?