Integrated data enables smart campaigning Learning Integrated Data Engaging Networks Community Conference 2011 19 October 2011 by: Duane Raymond [email protected]

Integrated data enables smart campaigning

Learning Integrated DataEngaging Networks Community Conference 2011

19 October 2011by: Duane [email protected]+44 207 993 4200

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 campaigning 2

What data do you have and use?

• Emailing• eAction• Donation• Web analytics

Other?• Survey• Profile / Demographics (e.g. age, sex, occupation, interests)• Location / geo-demographics• Open data• Social media usage


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?


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


What have I done with data?

• Performance Analysis: linking up emailing 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 emailed them when their team was playing and scored to ask them to tell friends about 1GOAL


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


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


Get the data:

For external use1.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-activist1.Build profile based on past behaviour (participation, donations, emailing subscribes/opens/clicks, profile data and/or question responses)

2.Associate profile with a campaign and/or used to email a segment of the list


Analyse for performance






Participation Rates







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


Social proof boosts participation

• Progress bars / counts• Latest participants and their comments• Likes / Tweets / Friends / Shared• Maps


Doing this with EN tools…


Questions? Comments? Input?

More good stuff on e-campaigning at:• Join the eCampaigning Community: fairsay.com/ecflist• FairSay Blog: http://fairsay.com/blog• Participate in ECF Europe 2-4 November, Vienna

http://cee.ecampaigningforum.com

Contact me:Duane Raymond [email protected] / Twitter: fairsayhttp://fairsay.com+44 207 993 4200


Documents

Integrated data enables smart campaigning Learning Integrated Data Engaging Networks Community Conference 2011 19 October 2011 by: Duane Raymond [email protected]