Optimising return on investment
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The document discusses how optimizing return on investment through data analysis and insights. It outlines the Macmillan team and their focus on data-driven insights. Examples of data analysis include exploratory prospecting, campaign reporting, and automated dashboards. Insights are used to understand population shifts, audience prioritization, motivation modeling, and supporter journeys. Data is used to understand trends, demographics, behaviors, and motivations to build market and supporter insights. Applying these insights through strategic objectives allows the organization to optimize performance and become a market leader.
Optimising return on investment
- 1. Optimising return on investment Clara Avery Head of Research and Insight Wednesday 20 March 2013
- 2. What we’ll cover… 1. The Macmillan team and our ambition 2.Why we love data and which data we love 3. The role of insight in planning and evaluation 4. Delivering success – applying insight
- 3. Us (and you)
- 5. Some of our achievement in 2008
- 10. Redesigned operating model Directorate operating model
- 11. Consumer Intelligence Data Insight Commercial Intelligence Data Analysis Philanthropic Intelligence Research & Insight team functions
- 12. Examples of data insight and analysis • EXPLORATORY PROSPECTING • CAMPAIGN / ACTIVITY SPECIFIC REPORTING Analysis • AUTOMATED DASHBOARDS • DATA / SYSTEM ISSUE ESCALATION • MANAGEMENT OF DATA CLEANSING AGENCY • POPULATION SHIFTS / CUSTOMER AUDITS • AUDIENCE PRIORITISATION /TARGETING Insight • MOTIVATION MODELLING • PROPENSITY MODELS • SEASONALITY / LOCALISATION / ECONOMETRICS • SUPPORTER / CUSTOMER JOURNEYS
- 13. We heart data
- 14. animation
- 15. 1. Impacting trends 2. Demographics The social, political, The kind of people or orgs technological and economic they are; age, wealth, world they live in health, location, industry 3. Behaviours 4. Motivations The actions they take with The reasons they take us; how much/often they those actions give, the products they buy Building supporter & market insight
- 17. Mobile internet use at home is increasing rapidly ‘Which, if any, of the following have you ever done? Used the internet on your mobile phone while you were at home’ Source: nVision Research I Base 2,000 online respondents aged 16+, GB
- 19. Tastes, preferences and passions, acquired as a result of an individual’s social experiences motivate giving decisions. Personal and professional backgrounds, shape ‘philanthropic autobiographies’ and influence donors’ choice of beneficiaries. Kent University, Centre for Charitable Giving and Philanthropy Findings of a study of donor perceptions of the nature and distribution of charitable benefit Dr Beth Breeze How donors choose charities…
- 20. Being charitable and caring Being Cause asked Experience Experience of our services and products Key support drivers for our donors
- 21. Top Down strategic objectives External Market Insight Bottom Up product performance Becoming market lead
- 22. Invested in 90000 known winners 80000 70000 60000 50000 40000 30000 20000 10000 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Stretch Original Individual marketing income
- 23. Understanding our challenges and applying insight drives our growth 2012 2013 £10m £15m
- 24. 2010 - 2012 £8m £15m £0.8m £5m Growth through optimisation
- 25. Thanks!