Get Results: Marriage Counseling for IT and Marketing

Transcription

1 Get Results: Marriage Counseling for IT and Marketing

2 Introduction IT and Marketing: A good marriage is critical

3 The Power of Technology & Marketing in Action Overview of the situation & results How we approached collaboration Our strategies Planning: what key things to consider Implementation: how we got there (joy and pain) Post-launch take-aways

4 Mission: To amplify the love, hope and compassion in the world, making each health journey easier.

5 2013: 43 million people, more than 76,000 sites created 500,000 people visit CaringBridge each day Nearly 95% of all funding comes from individuals and families who use CaringBridge

6 The opportunities: Entrepreneurial mindset in organization Powered by people: giving & word-of-mouth Strong digital marketing Technology experts The challenges: Revenue decline Engagement/usage decline Technology expectations changing Aging technology too difficult to maintain and grow

7 Marketing & Technology goal: Customer centricity: Leverage technology to deliver the right message at the right time to each customer Business goals: Revenue Engagement/usage Technology goals: Scalability Maintainability

8 The results: 1. Annualized increase in revenue of over $500, Effective time to market decreased by 75% 3. engagement increased by 60% 4. User engagement increased by 48%

9 The plan: complete infrastructure & customer-facing overhaul of CaringBridge Rethink how we get work done: Marketing and technology strategies integrated Agile development: work in smaller, bite-sized work Involve stakeholders in the work, not surface level Prototyping for ideation => plan for development and launch

10 Marketing strategies: Optimize ability to segment messaging in web properties based on behavior and attributes Employ automated programs to establish right cadence and build customer tracks Build long-term foundation for predictive analytics Key channels: Web properties: CMS

11 Technology strategies: Build database structure that is scalable and can handle heavy lifting Develop a fresh application framework that connects to powerful Business Intelligence

12 Critical to success upfront: Build shared vision Integrate strategies: joint ownership of goals Balanced approach give & take Achieve success together

13 Joint Planning: The Trouble Spots 1. Segmentation: outline your key knowns and unknowns, build your hypotheses 2. Data: focus on what you re going to use, know the when and how for impact 3. Measurement: how you will understand the connection between data points

14 Segmentation: 1. Determine your hypothesis and test it 2. Map out tracks for your communications based on what you know now completed registration New visitor Website action: Journal reply, leave message, donate, accept a task Takes 1+ site action No site action Messages designed to continue engagement & move forward Continue engagement Support mission Activate Support mission

15 Data is King: what value do you put on knowledge? Data Governance Process: 1. How do you intake and manage your data? 2. What do you need to know in real-time? 3. What information should be held and for how long? 4. Which departments make data decisions? 5. What are the relationships between data use?

16 Data is King: what value do you put on knowledge? Data Integrity: 1. Where is your data accuracy managed? 2. Which systems verify data and which pass through or use data? 3. Do multiple systems represent data consistently? 4. Are you making decisions on edge cases? 5. What level of accuracy do you expect?

17 Measurement: 1. Baseline: be patient, tread slowly 2. Testing plan and response: it s iterative Test Measure Improve Analyze

18 Implementation: Determining what it is going to take to get there 1. Understand customer needs 2. Ideate in prototyping 3. Run through a systems audit 4. Identify information flows 5. Prototype => development => launch

19 CMS implementation 1. Align your goals: vision cast together! 2. Start small, add on as needed 3. Whiteboard the customer scenarios 4. Build and play 5. Problem solve together

20 Lifecycle Program: Planning 1. What do users need to know or do next? Next Desired Action 2. What data do we need? Go beyond first name personalization 3. How many touchpoints total? How frequently? Set expectations 4. How does the customer see their messaging? Understand interplay of multi-channel messaging 5. What other messaging might conflict? What about donors? Think through common pathways

21 Lifecycle Program: Diagramming

22 Lifecycle Program: Bringing it to Life

23 We ve launched, now what?! With great power, comes great responsibility 1. Process: Expect a shift in how you work a) Create testing and optimization plans b) Agile marketing workflow 2. Documentation: There will be a lot of it a) Managing dynamic content b) Change management: recording tests and archived content 3. Team structure: Your new normal, IT & marketing marriage contract a) Agile, cross-functional team for quick market response b) Align expectations for marketing & technology

24 Keys to Success: 1. Speak each other s language 2. Begin with goals and objectives 3. Expect the unexpected 4. Identify easy wins 5. Be clear about needs vs. wants 6. Identify champions

25 What is a successful marriage? two participants equally dedicated to making it work 1. People matter 2. People work differently 3. People have different needs

26 Questions and discussion

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