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Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
Keeping it clean – a strategy for data management
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Keeping it clean – a strategy for data management

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Branislava Milosevic, Champollion …

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

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  • 1. Keeping it clean – a strategy for datamanagementBranislava MilosevicSenior Digital ConsultantChampollion Digital@bubana23/05/2013
  • 2. Data – the building block of anydigital strategy2• 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 increasedonor loyalty• Loyalty is based upon strongrelationships• Relationships grow via regularcommunications relevant to the user• Consumers are increasingly treated topersonalised communications bybrands > segmentation based on 360view of a customerData: Bloomerang and from The Rockefeller Corporation
  • 4. Data – top tips• Collect data• Design journeys that your data candeliver• Analyse & learn from your journeys• Data ownership > organisationalstructures
  • 5. Collect data• Whenever there is aninteraction offline or online• On every form (but don’tover-do it)• Collect data consistently• Put in tracking codes onlinks and landing pages –hidden forms
  • 6. Data – top tips• Collect data• Design journeys that your data candeliver• Analyse & learn from your journeys• Data ownership > organisationalstructures
  • 7. Design supporter journeys
  • 8. Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > organisationalstructures
  • 9. Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > organisationalstructures
  • 10. Organisational structure in publiccommunicationswww.champollion.co.uk 10
  • 11. Audience- centric approachwww.champollion.co.uk 11• Start with thesupporter/user/consumer• Give them your message• Then give them arelevant way to engage
  • 12. www.champollion.co.uk 12Audience - centric approach
  • 13. Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > useorganisational structures to planand segment based on internalaudience knowledge and data
  • 14. Segmentationwww.champollion.co.uk 14• How many of you wouldbe able to email allpeople who in the last48h opened an email butdid not complete the callto action?
  • 15. www.champollion.co.uk 15• Supporters more likely toengage• Small, focused email lists have30%-40% open rate while biglists have 11%-14%• Emails sent to new supportershave higher open rates >opportunity to re-iterate yourbrand and causeWhy we segment?
  • 16. www.champollion.co.uk 16• In digital world, thanks totechnology, anything ispossibleSegmentation
  • 17. Segmentation- complexity• Sophistication is great but start small – a lot can be achieved whensegmenting by:– Sex– Age– Location– Email open– Purchase– Click on a link in an email•Good data can drive automation and personalisation that isn’t BigBrotherish
  • 18. Data in real time
  • 19. Social data
  • 20. Challengeswww.champollion.co.uk 20• Inconsistency in supporterrecord formats• De-duping• Databases and how they talkto each other (or not)• Real-time data >> Automation
  • 21. Main DBreportingSMSjustgivingWorldPayPayPalMydonateEmailmicrositeSecuretradingOnlineshopweb2printvolunteerspaceTributefundsMainwebsiteVirginmoneyData flow (simplified)• many data sources for mainDB•one-way data flow betweenonline and offline data
  • 22. SMS WorldPaySecuretradingEmail PayPalMainwebsitemicrositeOnlineshopTributefunds web2printEPRvolunteerspaceOnlinedatabaseMain DBReportingVirginMoneygivingjustgivingMy donateData flow with onlineeCRM (simplified)•1 data source for Main DB•two-way data flow betweenonline and offline data
  • 23. SMS WorldPayEmail PayPalMainwebsitemicrositeOnlineshopTributefunds web2printvolunteerspaceOnlinedatabaseMain DBReportingVirginMoneygivingjustgivingMy donateDe-centralised 360supporter view•Reporting sources data fromall databases•two-way data flow betweenonline and offline data~Reports
  • 24. eCRM products• E-tapestry• Engaging Networks• Bluestate Digital tools• Nation builder• Salesforcewww.champollion.co.uk 24
  • 25. Questionswww.champollion.co.uk 25branislava.milosevic@champollion.co.uk@bubanabubana.blogspot.comuk.linkedin.com/in/branislava
  • 26. • Create a diagramdescribing the data flow(as per previousdiagrams) in yourorganisationwww.champollion.co.uk 26

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