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

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

7. Design supporter journeys

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
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11. Audience- centric approach
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• Start with the
supporter/user/consumer
• Give them your message
• Then give them a
relevant way to engage

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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
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• 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?

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• 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?

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

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