Personas, Scoring & Segmentation: New Frameworks for Data Analysis

1 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

PERSONAS, SCORING & SEGMENTATION: NEW FRAMEWORKS FOR DATA ANALYSIS

Suzanne Carawan, Chief Marketing Officer, HighRoad SolutionTuesday, March 4th

why now

DEMAND CREATION


BELIEVE THE HYPE?

Population changes

Baby Boomers v. Gen X v. Gen Y

New need to create demand

Same stuff isn’t working

Competition so need to differentiate

Now possible to do through technology at an economical rate


SHIFT IN MARKETING STRATEGIES

Direct Marketing

Influence Marketing


HOT TECHNIQUES IN MARKETING & COMMUNICATIONS

1) Content Marketing

2) Live & Virtual Event Marketing

3) Promoted Social/ Social Marketing

4) Next Gen Email Marketing


COMMON FACTOR?


BUSINESS OBJECTIVES


RISE OF MARTECH


LOGICAL CONCLUSION

Not Just Events, Email & Website Analytics

DATA LANDSCAPE


Content World

Event World

Ad World

Mobile World

Social World


Data Flow Diagram


Areas of Analytics

Slicin’ & Dicin’ for a Purpose

SEGMENTATION


1)What are the right slices?

2)What data do we combine?

3)What data don’t we have now that we really need?


DEFINED SEGMENTS

Create communication campaigns, programs, products & services around them

Great for reporting (should be a KPI)

Save money

Reduce number of untargeted communications


SEGMENTATION DECISION FRAMEWORK

What is the meaning of one orange?

-Attendee/Member Base?-Market? Market Vertical?-Major Donors?

How will you cut it?

-Demographics?-Psychographics?-Behavioral activities?


MOVING FROM SEGMENTS TO PERSONAS

Process:

Take each segment and:

1) 1) Name it

2) 2) Describe it

3) 3) Write a benefit statement to clarify the business purpose of this segment to the organization


VALUE PROP MATRIX


BUILDING ORG CAPACITY

Segmentation is a mindset that requires that you understand the:

1) -data landscape-software applications available-the business goals -analysis-data-driven business decision-making

Train staff in all departments on:

-the mindset-how to make queries in Query Central to populate other systems-how to read reports-the basics of how the internet works, databases and the concept of APIs

Slicin’ & Dicin’ for a Purpose

PERSONAS


FACTS ABOUT TODAY’S USER

Low attention span

Low memory

High number of alternatives

High volumes of information

High reliance on peer groups/influencers for decision-making

High levels of brand equity through referrals/WOM

www.highroadsolution.com


MODERN METHOD: BE THERE

Your brand

Your brand

Your brand

Your brand


REALITY OF MASS MARKET


REALITY OF MASS MARKET


GENERATIONAL REFRESHER

Gen Z: 2001 to current-the “Not Everyone Gets a Trophy” Gen


POPULATION ANALYSIS


USER’S JOURNEY MAP



4

5

6

1

2

3

4

5

7

6

8



4

5

6

1

2

3

4

5

7

6

8


BEHAVIORAL PROGRAMS

Value Prop(WIIFM)

Feeling at End of Event

Experience Map

Engagement Points

Influence Points

OWLs

SMPs

BOOMERS

GEN X:(Jason & Jennifer)

PITAs:

Identifying high value prospects, members & donors

LEAD SCORING


17-27%


AM I IN THE CLUB? Clues that you are a 17-27er




38 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA73-83%

Club


Track every purchase

Only thing we kept was how many sandwiches were eaten

Manufacturing???

Trying to Track at Individual Level, but Serving Up Content at the Aggregate Level.





Understand the weight of each element

Understand the price of each element

Track the total consumption based on the individual’s selections

Understand tastes + preferences + buying patterns + input cost + revenue


Market differently—market the choices as the benefit

Fit in target audience lifestyle

Track at campaign level

One code across channels

Report at campaign level for C-level & Board level folks

Develop KPIs/dashboards

NEEDED CHANGES


Source Raw Weight Weighted

# Attendees 1200 0.05 60

# Certification Registrants Sold 500 0.05 25

# New Members 1000 0.2 200

# New Volunteers 400 0.3 120

# New Donors 300 0.05 15

# New Signatures 500 0.3 150

# New Chaptersw 100 0.05 5

575Index Score

ENGAGEMENT INDEX SCORING


Source Raw Weight Weighted

Facebook fans 1200 0.05 60

LinkedIn followers 500 0.05 25

# Site Visitors 1000 0.2 200

# Email Subscribers 400 0.3 120

# Twitter followers 300 0.05 15

# Voicemails Opened 500 0.3 150

# YouTube subscribers 100 0.05 5

575Index Score

INFLUENCE INDEX SCORING


SUMMARY

Changes from direct to influence marketing

Defined segments & go-to-market plan that ties into business objectives for each is needed (and discipline!)

Use personas and journey maps to identify value proposition, voice & offerings per segment

Multiple places to measuredistill down to easy way to track

Market choices & fit into the lifestyle of your target users


© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

Suzanne CarawanAll Social: [email protected] #15