DATA SEGMENTATION POWERHOUSE MICHELLE LELEMPSIS, CAUSEIS. Michelle Lelempsis Lead Solutions Consultant

Transcription

1 MICHELLE LELEMPSIS, CAUSEIS YOUR PRESENTER I LOVE DATA Michelle Lelempsis Lead Solutions Consultant Worked with imis for over 12 years Data Analyst by default! Help organisations drive decisions through data driven evidence Helped organisations increase retention, improve efficiency through data analytics Contact me michelle@causeis.com.au Mobile: Twitter: mlelempsis 1

2 POWER SESSION AGENDA Why segment your data? Let s build them and techniques Real-world Examples of Segmentation POWER SESSION AGENDA To access all of the videos from today s Power Session on Data Segmentation Powerhouse please visit: 2

3 ? Effective segmentation is critical for success What is segmentation? Associations that adopt segmentation operate under the fact that every member or donor is different and that their marketing efforts would be better served if they target specific, smaller groups with messages that those consumers would find relevant and lead them to renew, donate, buy something or engage with the association. 3

4 What is segmentation? Customer segmentation relies on identifying key differentiators that divide customers into groups that can be targeted. Such as demographics (age, race, religion, gender, family size, ethnicity, income, education level) geography (where they live and work) psychographic (social class, lifestyle and personality characteristics) behavioural (spending, consumption, usage and desired benefits) WHY USE DASHBOARDS AND CHARTS TO VISUALISE DATA? DISCOVER THAT INFORMATION IS BEAUTIFUL Effective segmentation can drive improvements to retention, engagement, donations or operational performance. 4

5 WHY USE DASHBOARDS AND CHARTS TO VISUALISE DATA? DISCOVER THAT INFORMATION IS BEAUTIFUL Demographic: Generational Segmentation Silent Generation: Baby Boomers: Gen X: Gen Y or Millennials: Gen Alpha: today WHY USE DASHBOARDS AND CHARTS TO VISUALISE DATA? DISCOVER THAT INFORMATION IS BEAUTIFUL Demographic: Generational Segmentation Applied to career lifecycle Student/University Years: 18 to 22 years Early Career: 22 to 29 years Career Builder: 30 to 40 years Mid Career: 40 to 50 years Consolidator: 50 to 60 years Pre-retirement: 60 to 70 years Retired 5

6 WHY USE DASHBOARDS AND CHARTS TO VISUALISE DATA? DISCOVER THAT INFORMATION IS BEAUTIFUL Demographic: Generational Segmentation Silent Generation: Baby Boomers: Gen X: Gen Y or Millennials: Gen Alpha: today WHY USE DASHBOARDS AND CHARTS TO VISUALISE DATA? DISCOVER THAT INFORMATION IS BEAUTIFUL Demographic: Gender Ability to identify trends by gender in: Joining Event Participation or Communication Industry vs Association Committee representation 6

7 WHY USE DASHBOARDS AND CHARTS TO VISUALISE DATA? DISCOVER THAT INFORMATION IS BEAUTIFUL Geographical: Region or Location State and Chapter Locality Area health network Local council Federal or State electorate WHY USE DASHBOARDS AND CHARTS TO VISUALISE DATA? DISCOVER THAT INFORMATION IS BEAUTIFUL Behavioural: Purchases Previous or current payment method Event attendance Time of year Size of donation 7

8 ? Tips for Segmenting Your Data? Senior members High value members Members with event attendance Members on a committee Population New Members 8

9 ? Priortise your segments to ensure each member is accounted for and ony fits into one! 2. Senior members 1. High value members 5. Members with event attendance Population 4. Members on a 3. New Members committee? Let s segment the training environment 9

10 Example 1: Identify the split of members by gender iqa Report that displays members by gender Publish it as a pie chart Example 2: Identify member type by gender iqa Report that displays members grouped by member type and gender Publish it as a stacked bar chart 10

11 Example 3: Identify members that have attended an event iqa Report that displays the list of members that have attended an event in the last year. We only want to see one record per member Tips for segmenting on database for communications or renewals Step 1 Confirm total members (population) Step 2 Develop segmentation reports (count totals) Step 3 Confirm that all members are accounted for TEST: Export to excel and combine all then dedupe Step 4 Final list should be reimported as an activity for tracking with segment code 11

12 Example 3: Identify members that have NOT registered to a specific event List of members with Not registered to the ANNCONF Example 4: Members based on a ABS Geographical Region Major City Inner Regional Australia Outer Regional Australia Remote Australia Very Remote Australia Migratory How do you currently manage regions? 12

13 Example 4: Members based on a ABS Geographical Region Simple method is using General Lookup Table Allocation of postcodes to a region Example 4: Members based on a ABS Geographical Region Step 1 Create a new general lookup table for the ABS Geographical Region Step 2 Using the General lookup table to join off the work or home or any postcode Step 3 Segment based on the region Use this for communication of events or identifying trends amongst membership. 13

14 State by Locality Use the previous example to create reports on Locality of members. For example: NSW by Locality Twice I have heard clients say: Ohhhh that s why no-one registered, cause we don t have members there. Example 5: Invite prospective members to join committee Previous: Blanket to all members about vacancy, then rejecting nominations Goal: Target relevant members based on their profile Segment: Members that have not joined a committee in the last year, members that are registered for the annual conference, female and have been a member for 10 to 20 years. 14

15 Example 6: Segment your renewals by influencing factors Previous: Blanket mail or renewal notice to all members, regardless of if they are new or their category. Goal: Improve communications and alignment to benefits Segment: All members into the following groups new/existing and category. Renewal segmentation: Member type, category New Member >> Category 1 New Member New Member >> Category 2 New Member >> Category 3 All Members Existing Member >> Category 1 Existing Member Existing Member >> Category 2 Complimentary Members Existing Member >> Category 3 15

16 Assumptions (demo environment) New Member >> Category 1 Categories as per CsContact.CATEGORY New Member New Member >> Category 2 Joined in 2016 New Member >> Category 3 All Members All records that are flagged as member record (true) Existing Member Existing Member >> Category 1 Existing Member >> Category 2 Complimentary Members Existing Member >> Category 3 Retired member type Let s build it: Tips for segmenting on database for communications or renewals Step 1 Confirm total members (population) Step 2 Develop segmentation reports (count totals) Step 3 Confirm that all members are accounted for Step 4 TEST: Export to excel and combine all then dedupe 16

17 Let s build it: Tips for segmenting on database for communications or renewals 7 segments Tailored Communication and Reporting Import the data back into imis for Tracking Renewal activity type Example 5: Segmentation by various factors 17

18 FINAL TIPS SEGMENTATION TIPS 1. Segmentation needs to be practical and different 2. Segmentation should lend itself to strategies and campaigns 3. It should lend itself to development of products and services 4. Remember to consider everyone in your priority segments 5. Great segmentation doesn t live in the marketing department 6. Build it into your ongoing research 7. You need to be able to monitor and evaluate your success QUESTIONS CONTACT ME Michelle Lelempsis Lead Solutions Consultant michelle@causeis.com.au Mobile:

19 VISUALISE YOUR DATA READING LIST ASI 2016 Benchmark Report 2016 Global Benchmark Report: Fundraising Performance ASI 2016 Benchmark Report 2016 Global Benchmark Report: Membership Performance Marketing General The 2016 Membership Marketing Benchmarking Report ASI Help Site Tailoring the Staff site: Building iqa Queries: Intelligent_Query_Architect_/Tutorials_Building_IQA_queries.htm WITH THANKS TO OUR SPONSORS NIUG DISCOVERY CONFERENCE 19