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PROFILING, TRACKING AND REPORTING Profiling and Segmentation. Sarah Crowhurst PETA. Profiling, tracking and reporting. What are the benefits of profiling and segmentation?. Profiling, tracking and reporting. What are the benefits of profiling and segmentation?
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PROFILING, TRACKING AND REPORTING Profiling and Segmentation Sarah Crowhurst PETA
Profiling, tracking and reporting • What are the benefits of profiling and segmentation?
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data?
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking?
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking? • Adding tracking codes
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking? • Adding tracking codes • Practical steps to segmenting
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking? • Adding tracking codes • Practical steps to segmenting • Conditional Content
Building profiles • These can be built by looking at levels of form data, types of activities and campaign issues. • Create a profile that includes various activity filters: form data, participation levels over time, net donor transaction data, e-activist activity types, question response, tracking values
Conditional content • By pulling in content on a landing page of an action that is different based on supporter activity, who they are / where they live, this can engage supporters, as the pages are being personalised.
Conditional content • http://action.peta.org.uk/ea-campaign/clientcampaign.do?ea.client.id=5&ea.campaign.id=7774&ea.url.id=38310&ea.campaigner.email=ErhKzbgv49AdgiMD5V88kJW68uLWBKD0&ea_broadcast_target_id=0&forwarded=true • http://action.peta.org.uk/ea-campaign/clientcampaign.do?ea.client.id=5&ea.campaign.id=7774&ea.url.id=38310&ea.campaigner.email=k3%2BBMN%2FP80%2FGmX5VqtEzzIXylaYN8uML&ea_broadcast_target_id=0&forwarded=true
Testing • Test • Test • Test again
Testing • Some examples Image and Text Test Runner-up (2,097 clicks) Winner (2,745 clicks)
Testing • Some examples Subject line test
Profiling, tracking and reporting Any Questions? Sarah Crowhurst SarahC@peta.org.uk http://www.PETA.org.uk