I spoke at the Digital marketing innovation summit back in October 2018, here is my look at how you could leverage marketing and data to positively change thousands of lives. It is how many brands use USP's and design tactics to wow and keep delighting their users. It includes how the team and I make small changes and use true growth mindset to make real impact

1. Using Data To Change Thousands Of Lives
DIGITAL MARKETING INNOVATION SUMMIT - LONDON
Danny Denhard // Marketing Director // JustGiving

2. My Long History
Short
1. At School: Library assistant // Paper boy //
KFC
2. Post School: Painter & Decorator // Bar
Manager // Sales & Marketing - Computers
3. 20’s: Digital Project Manager - Finance // Went
agency side ran both Marketing & Product
4. 30’s: Went through an IPO // Created my own
consultancy // New Product launch -
Crowdfunding // Director of Marketing //
Leadership teams
1990’s
TODAY
@dannydenhard

3. @dannydenhard

4. Things To Remember

5. We are in the
anywhere, anytime
generation.
Data is our life
blood
@dannydenhard

6. Humans Do Not Want
To Think Anymore!
@dannydenhard
Source

7. @dannydenhard
Source
Not sure however much
data we had, we might
not save ourselves

8. @dannydenhard
“The aim of marketing is to know and
understand the customer so well the
product or service fits him and sells itself”
- Peter Drucker

9. My Rules & Beliefs

10. @dannydenhardSource

11. What Data Marketing
Is To Me
@dannydenhard
Getting access to data
Getting the right
information
Identifying patterns Designing a way to
understand the data for
everyone
Making the
connections that truly
matter to make
something make actual
sense
Understand and display
what makes a real
connection or change

12. “Data Delight”
The reason why I use
Citymapper over
Google Maps
@dannydenhard

13. Data is essential
Until you get analysis paralysis
@dannydenhard

14. Head
Heart
Gut
The 3 types of people
@dannydenhard

15. Data is everywhere
It’s everything that happens,
Doesn’t mean that’s important
@dannydenhard

16. Keep
Kill
Cure
Audit & framework I live by
@dannydenhard
Get matrix pack from dannydenhard.com/matrix

17. Everyone is a marketing expert
“Have you thought of x, y, z.”
“I have an idea…”
@dannydenhard

18. @dannydenhard

19. Examples of big companies & what
they do

20. Coca Cola
Personalised Bottles
@dannydenhard

21. Google wanted to organise the
worlds data
How powerful are they now?
@dannydenhard

22. Gmail’s “smart
replies”
Most powerful company in
the world
Gmail has 1.4billion users
10% of users have used it already
@dannydenhard

23. The future of
banking is data
and identity
Tom Blomfield
@dannydenhard
Image Source: Monzo
IMHO It always has been, banks and building
societies got blinded

24. Facebook leveraged dopamine
To become the influential company in the
world
@dannydenhard
Facebook allowed its data and mass amount of data to dictate what happened
Facebook leveraged how the brain is engineered and leveraged notifications and
interactions for dopamine kicks

25. Emoji Sentiment
Facebook test
constantly, especially on
Instagram
(sorry Insta co-founders)
@dannydenhard

26. Amazon’s Power
Most powerful company in the world
@dannydenhard

27. Too Much Data?
@dannydenhard
Alexa hunch - “Hey, I think you left the porch light on,
would you like me to turn it off?”
Alexa could also remind you to lock the front door if
you haven’t already when you say “Goodnight.”

29. Data made some people seem
magic
Spotify made people think all music was on
your device
@dannydenhard
Skips per song for playlists, data driven decisions by personal predictions and taste
management

30. Leverage Spotify
Metallica leverages local data to build out
their set lists
@dannydenhard
Why not use local data to power what you do?

31. We demand speed as humans
200 milli seconds for the brain to perceive
something
@dannydenhard

32. Step too far?
@dannydenhard

33. @dannydenhard
169 mins
mobile apps
11 mins in
web browser
Would this mean you just build an app = HELL NO

34. @dannydenhard
This settles
it

35. @dannydenhard
What We Use @ JustGiving
Donation data is essential in recommending the best actions
Some people train for up to 12 months for their events – it’s essential we help each and
every person

36. @dannydenhard
Daily: Up to 5000 pages
Weekly: 3.5 million visits
Monthly: 375k
engagements
Annually: £450+ million

37. @dannydenhard
Donation Data
Where… the event is
Where… the donations are from
When & how
We have to help them get that delight moment, help them with their training and with raising
money for their friend, cause or charity

38. @dannydenhard
We allow anyone create their own personalised
vest to share to their audience
This is some of our most popular marketing
activities and all driven by our amazing
community of fundraisers

39. @dannydenhard
We test the impact of
our buttons across
all different devices

40. @dannydenhard
CTA’s are just one
layer of testing
Testing CTA’s are commonplace, testing is
essential in helping more people raise more
money

41. @dannydenhard
Understanding time
as an important
factor
Pretty basic stuff, however this empowered
our paid & social strategies since 2015
Most generous days are Thursday // Friday //
Wednesday
Subway used IBM Watson to increase footfall
by 31%

42. @dannydenhard
Testing sharing
triggers
We have tested 13 variations of the of pop
ups
We test the time for it to appear
We test the size, we have tested the copy
and the button colours

43. @dannydenhard
Relevancy scoring
across all pages

44. @dannydenhard
Training Plans
When
Where
What
How
Donation data is essential in recommending the best actions
We want to go deeper with our community, we hired experts to
develop bespoke training plans and eating guides
The more empowered the community is the more money they
raise for their causes, whether that’s for a large charity or for a
friend in need

45. @dannydenhard
Humans are wired to
strive for pleasure
not discomfort

46. @dannydenhard
Crowdfunding Important
Moments
Personal causes & support
We have thousands of crowdfunding pages created a week
These are for some amazing and truly heartbreaking things, we have to tailor
our messages and marketing to these people and user feedback and
interactions is essential
Our average crowdfunder is younger, has more connections & is really behind
personal causes
We also have seen trends where people's community is now truly global not
just limited to their location

47. @dannydenhard
Smile Graphs
L Graphs

48. @dannydenhard
Shares Impact
Understand what is
happening on and off
platform

49. @dannydenhard
Experiments do not fail-
hypotheses are proven
wrong
Netflix

50. @dannydenhard
Especially at Facebook
500k people were in a test to see if positive
sentiment updates would lead to more, and it did

52. @dannydenhard
Tips & Tricks

53. @dannydenhard
Thank You’s
Now comes in a form of a like, a thumb, a gif, rarely
in form of an actual thank you.
Leverage this

54. You never know everything
But can always get attention when you talk about sex
and relationships
@dannydenhard

55. @dannydenhard
There are a lot of people who could get
away with making numbers up in an
organisation
Be over prepared, go loaded with data, make your TLDR
stand out & trustworthy

56. We are fighting for micro and
snack moments
Dedicated marketing time does not exist
@dannydenhard
Seth Godin famously said - “Marketing is a contest for people's attention.”
Work out how to keep someone's attention
Educate them quickly
Make the cta stand out – test the crap out of them
if they have to come back, you've probably lost them

57. Budget
Please nice CFO, can I have some more
@dannydenhard

58. @dannydenhard

59. Embrace change quickly
Algorithms control our daily lives already
@dannydenhard
You will notice that the older you get the less you like and will adapt to
change
Your team can help you.
Develop a champion program, let champions own a specific area or
vertical and give updates
Algo's control search, social, email, commutes

60. @dannydenhard
Control Freaks
People are happiest when in control. That’s why
we seek to control situations.
Game this

61. Thank
you !
Image Sources – Unsplash.com unless source referenced in deck
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