Keeping it clean – a strategy for data management
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The document outlines a strategy for effective data management in digital campaigns, emphasizing the importance of data in building strong relationships and donor loyalty. Key recommendations include consistently collecting data, designing user journeys based on that data, and employing segmentation to enhance engagement. It also highlights the challenges of data consistency and the necessity of integrating various data sources for a comprehensive view of supporters.
Keeping it clean – a strategy for data management
- 1. Keeping it clean – a strategy for data management Branislava Milosevic Senior Digital Consultant Champollion Digital @bubana 23/05/2013
- 2. Data – the building block of any digital strategy 2 • Organisational vision • Brand • Digital vision – how can digital support the organisational vision? • Internal & external analysis • What do you need to maximise on this potential of digital? • Processes - Planning & Evaluation • Staffing – Structure, Skills & Training • Systems - Data, Content
- 3. Data helps increase donor loyalty • Loyalty is based upon strong relationships • Relationships grow via regular communications relevant to the user • Consumers are increasingly treated to personalised communications by brands > segmentation based on 360 view of a customer Data: Bloomerang and from The Rockefeller Corporation
- 4. Data – top tips • Collect data • Design journeys that your data can deliver • Analyse & learn from your journeys • Data ownership > organisational structures
- 5. Collect data • Whenever there is an interaction offline or online • On every form (but don’t over-do it) • Collect data consistently • Put in tracking codes on links and landing pages – hidden forms
- 6. Data – top tips • Collect data • Design journeys that your data can deliver • Analyse & learn from your journeys • Data ownership > organisational structures
- 8. Data – top tips • Collect data • Design journeys that your data can deliver • Analyse & learn from data • Data ownership > organisational structures
- 9. Data – top tips • Collect data • Design journeys that your data can deliver • Analyse & learn from data • Data ownership > organisational structures
- 10. Organisational structure in public communications www.champollion.co.uk 10
- 11. Audience- centric approach www.champollion.co.uk 11 • Start with the supporter/user/consumer • Give them your message • Then give them a relevant way to engage
- 12. www.champollion.co.uk 12 Audience - centric approach
- 13. Data – top tips • Collect data • Design journeys that your data can deliver • Analyse & learn from data • Data ownership > use organisational structures to plan and segment based on internal audience knowledge and data
- 14. Segmentation www.champollion.co.uk 14 • How many of you would be able to email all people who in the last 48h opened an email but did not complete the call to action?
- 15. www.champollion.co.uk 15 • Supporters more likely to engage • Small, focused email lists have 30%-40% open rate while big lists have 11%-14% • Emails sent to new supporters have higher open rates > opportunity to re-iterate your brand and cause Why we segment?
- 16. www.champollion.co.uk 16 • In digital world, thanks to technology, anything is possible Segmentation
- 17. Segmentation- complexity • Sophistication is great but start small – a lot can be achieved when segmenting by: – Sex – Age – Location – Email open – Purchase – Click on a link in an email • Good data can drive automation and personalisation that isn’t Big Brotherish
- 18. Data in real time
- 19. Social data
- 20. Challenges www.champollion.co.uk 20 • Inconsistency in supporter record formats • De-duping • Databases and how they talk to each other (or not) • Real-time data >> Automation
- 21. Main DB reporting SMS justgiving World Pay PayPal My donate Email microsite Secure trading Online shop web2print volunteer space Tribute funds Main website Virgin money Data flow (simplified) • many data sources for main DB •one-way data flow between online and offline data
- 22. SMS World Pay Secure trading Email PayPal Main website microsite Online shop Tribute funds web2print EPR volunteer space Online database Main DB Reporting Virgin Money giving justgiving My donate Data flow with online eCRM (simplified) •1 data source for Main DB •two-way data flow between online and offline data
- 23. SMS World Pay Email PayPal Main website microsite Online shop Tribute funds web2print volunteer space Online database Main DB Reporting Virgin Money giving justgiving My donate De-centralised 360 supporter view •Reporting sources data from all databases •two-way data flow between online and offline data ~Reports
- 24. eCRM products • E-tapestry • Engaging Networks • Bluestate Digital tools • Nation builder • Salesforce www.champollion.co.uk 24
- 26. • Create a diagram describing the data flow (as per previous diagrams) in your organisation www.champollion.co.uk 26