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Learning Integrated Data Engaging Networks Community Conference 2011

Learning Integrated Data Engaging Networks Community Conference 2011. 19 October 2011 by: Duane Raymond Duane@fairsay.com +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

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Learning Integrated Data Engaging Networks Community Conference 2011

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  1. Learning Integrated DataEngaging Networks Community Conference 2011 19 October 2011 by: Duane Raymond Duane@fairsay.com +44 207 993 4200 Integrated data enables smart campaigning

  2. 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

  3. 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 Integrated data enables smart campaigning

  4. 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? Integrated data enables smart campaigning

  5. Strategy for data integration • Clarify what you want to understand • Collect the data you need to understand it • Link it up and explore preliminary results • Refine until your key questions are answered Integrated data enables smart campaigning

  6. 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 Integrated data enables smart campaigning

  7. 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 Integrated data enables smart campaigning

  8. 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 Integrated data enables smart campaigning

  9. Get the data: For external use • Export existing data from Engaging Networks and match-up with other data source(s) • Add new data and re-import into Engaging Networks’ tools Within e-activist • Build profile based on past behaviour (participation, donations, emailing subscribes/opens/clicks, profile data and/or question responses) • Associate profile with a campaign and/or used to email a segment of the list Integrated data enables smart campaigning

  10. Analyse for performance Integrated data enables smart campaigning

  11. Analyse for performance Integrated data enables smart campaigning

  12. Analyse for performance Participation Rates Integrated data enables smart campaigning

  13. Analyse for performance Integrated data enables smart campaigning

  14. Analyse for performance Integrated data enables smart campaigning

  15. Analyse for performance Recruitment Ratio Integrated data enables smart campaigning

  16. 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 Integrated data enables smart campaigning

  17. Social proof boosts participation • Progress bars / counts • Latest participants and their comments • Likes / Tweets / Friends / Shared • Maps Integrated data enables smart campaigning

  18. Doing this with EN tools… Integrated data enables smart campaigning

  19. 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 Duane@fairsay.com Skype / Twitter: fairsay http://fairsay.com +44 207 993 4200 Integrated data enables smart campaigning

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