Keeping it clean – a strategy for data management

Slides from the 2.11.10 DM News Webinar. This webinar presentations shows email program examples and outlines a number of steps that email marketers can take to greatly improve subscriber engagement and ROI. Areas that will be covered include welcome email programs, incorporating personality, making your content more shareworthy, capturing and using customer data, preference centers, reactivation tactics and much more.

Branislava Milosevic, Champollion Enhance your email marketing workshop www.charitycomms.org.uk/events

Technologie

Keeping it clean – a strategy for data
management
Branislava Milosevic
Senior Digital Consultant
Champollion Digital
@bubana
23/05/2013

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

Data – top tips
• Collect data
• Design journeys that your data can
deliver
• Analyse & learn from your journeys
• Data ownership > organisational
structures

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

Data – top tips
• Collect data
• Design journeys that your data
can deliver
• Analyse & learn from data
• Data ownership > organisational
structures

Organisational structure in public
communications
www.champollion.co.uk 10

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

www.champollion.co.uk 12
Audience - centric approach

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

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?

www.champollion.co.uk 16
• In digital world, thanks to
technology, anything is
possible
Segmentation

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

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

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

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

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

eCRM products
• E-tapestry
• Engaging Networks
• Bluestate Digital tools
• Nation builder
• Salesforce
www.champollion.co.uk 24

Questions
www.champollion.co.uk 25
branislava.milosevic@champollion.co.uk
@bubana
bubana.blogspot.com
uk.linkedin.com/in/branislava

• Create a diagram
describing the data flow
(as per previous
diagrams) in your
organisation
www.champollion.co.uk 26

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