Lead Nurturing

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Case study on how we increased donations for a non-profit. The process applies equally well to a retail website.

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Lead Nurturing

  1. 1. Lead Nurturing<br />Engagement Stage and <br />MindTyping<br />1<br />
  2. 2. Process Overview<br />2<br />
  3. 3. Solution<br />efforts directed at targeted audience<br />Focus on communication, i.e.:<br />The rightmessage<br />To the right person<br />At the right time<br />3<br />
  4. 4. The Right Message<br />IdeaMap™ is a methodology rooted in decision-based conjoint analysis<br />Forces choices based on value judgments<br />These judgments are affected by messaging<br />IdeaMap™ uses Rules Developing Experimentation (RDE)<br />A disciplined way to test alternatives<br />Does NOT require respondent to articulate why they prefer a given alternative<br />Concepts are evaluated as a whole, just as they would be perceived “live”<br />4<br />
  5. 5. The Right Message<br />IdeaMap™ delivers:<br />An empirical measure of the effectiveness for each message element tested <br />A “Map” to the most effective overall concept, comprised of the most effective elements in each message category<br />The ability to place respondents into discrete segments, based on the messaging that motivates them the most, i.e. their “Mind Type”<br />5<br />
  6. 6. The Right Person<br />Mind Types remain constant, and can be inferred:<br />Additional data, e.g. demographics, prescription history, etc. appended to individual physician data records<br />Discriminant Function Analysis used to identify “marker” variables that predict mind type among non-respondents <br />Can also use existing customer segments and power questions to refine the Mind Types<br />6<br />
  7. 7. The Right Person<br />Each MindType responds to different messages, i.e. they are motivated differently <br />Understanding how behavioral and situational differences intersect with motivation enables getting the right message to the right person<br />7<br />
  8. 8. The Right Time<br />Timing based on measurable behavior, e.g.:<br />Interaction with website<br />Prior usage or purchase<br />Competitive product/service user<br />8<br />
  9. 9. 9<br />New Segmentation<br /><ul><li>Now we can segment the target population (Physicians) on two axes:
  10. 10. 4 engagement stages (The Right Time)
  11. 11. 3 Mind Types (The Right Person)
  12. 12. 12 distinct segments, each with The Right message, as determined by the IdeaMap™ process</li></li></ul><li>Case Example<br />10<br />
  13. 13. 11<br />Mind Typing Landing Page<br />
  14. 14. 12<br />Results: Email and donation performance DO differ by MindType<br />Donation rank order is the same as the predicted MindType model<br />(Among respondents who completed the MindType survey)<br />
  15. 15. 13<br />Results: Email and donation performance DO differ by Engagement Phase<br />
  16. 16. 14<br />Nesting MindType with <br />Engagement Phase<br /><ul><li>By serving the right call-to-action message to the right MindType at the right time (Engagement Phase: DONOR), donation rates improve further …</li></ul>Those who were MindTyped<br />
  17. 17. 15<br />Overall Email RankingsBy Donate Ratio (Donation Messaging Effectiveness)<br />
  18. 18. 16<br />Nurturing EmailsEngagement Stage: Initial Interest/Info SeekingMind-type: Help Me Do ItSubject: Heart-healthy Shopping Made Simple<br />
  19. 19. 17<br />Nurturing EmailsEngagement Stage: Initial Interest/Info SeekingMind-type: Personal AccountabilitySubject: Facts About Fats from the American Heart Association<br />
  20. 20. 18<br />Nurturing EmailsEngagement Stage: Initial Interest/Info SeekingMind-type: Education and How to Get InvolvedSubject: Join the Conversation, The Go Red for Women Community<br />
  21. 21. 19<br />Nurturing EmailsEngagement Stage: Internal Behavior ChangingMind-type: Solidarity and Making the Right ChoiceSubject: Meet Real Women Living With Heart Disease<br />
  22. 22. 20<br />Nurturing EmailsEngagement Stage: External Behavior ChangingMind-type: Personal AccountabilitySubject: Heart-health is in your hands, get the answers you need<br />… begin going out 7/21/2009<br />

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