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Personas, Scoring & Segmentation: New Frameworks for Data Analysis
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Personas, Scoring & Segmentation: New Frameworks for Data Analysis

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If you are skipping the process of segmentation, personas and lead scoring, you are skipping the purpose of modern marketing--to create user-centric campaigns that are delivered via a multi-channel …

If you are skipping the process of segmentation, personas and lead scoring, you are skipping the purpose of modern marketing--to create user-centric campaigns that are delivered via a multi-channel approach understanding the multi-touchpoint nature of activation. This session was first given on March 5th at the Avectra/Abila Conference in Orlando, Florida.

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  • 1. PERSONAS, SCORING & SEGMENTATION: NEW FRAMEWORKS FOR DATA ANALYSIS Suzanne Carawan, Chief Marketing Officer, HighRoad Solution Tuesday, March 4th © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RESERVED 2014 ABILA 1 © COPYRIGHT ALL RIGHTS
  • 2. DEMAND CREATION why now
  • 3. BELIEVE THE HYPE? Population changes  Baby Boomers v. Gen X v. Gen Y  New need to create demand Same stuff isn’t working Competition so need to differentiate Now possible to do through technology at an economical rate 3 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 4. SHIFT IN MARKETING STRATEGIES Direct Marketing 4 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA Influence Marketing
  • 5. HOT TECHNIQUES IN MARKETING & COMMUNICATIONS 1) Content Marketing 2) Live & Virtual Event Marketing 3) Promoted Social/ Social Marketing 4) Next Gen Email Marketing 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 6. COMMON FACTOR? 6 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 7. BUSINESS OBJECTIVES 7 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 8. RISE OF MARTECH 8 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 9. LOGICAL CONCLUSION 9 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 10. DATA LANDSCAPE Not Just Events, Email & Website Analytics
  • 11. Mobile World Content World Social World Event World Ad World 11 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 12. Data Flow Diagram 12 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 13. Areas of Analytics 13 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 14. SEGMENTATION Slicin’ & Dicin’ for a Purpose
  • 15. 1)What are the right slices? 2)What data do we combine? 3)What data don’t we have now that we really need? 15 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 16. DEFINED SEGMENTS Create communication campaigns, programs, products & services around them Great for reporting (should be a KPI) Save money Reduce number of untargeted communications 16 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 17. SEGMENTATION DECISION FRAMEWORK What is the meaning of one orange? -Attendee/Member Base? -Market? Market Vertical? -Major Donors? How will you cut it? -Demographics? -Psychographics? -Behavioral activities? 17 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 18. MOVING FROM SEGMENTS TO PERSONAS Process: Take each segment and: 1) 1) Name it 2) 2) Describe it 3) 3) Write a benefit statement to clarify the business purpose of this segment to the organization 18 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 19. VALUE PROP MATRIX 19 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 20. BUILDING ORG CAPACITY Segmentation is a mindset that requires that you understand the: 1) -data landscape -software applications available -the business goals -analysis -data-driven business decision-making Train staff in all departments on: -the mindset -how to make queries in Query Central to populate other systems -how to read reports -the basics of how the internet works, databases and the concept of APIs 20 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 21. PERSONAS Slicin’ & Dicin’ for a Purpose
  • 22. FACTS ABOUT TODAY’S USER Low attention span Low memory High number of alternatives High volumes of information High reliance on peer groups/influencers for decisionmaking High levels of brand equity through referrals/WOM 22 www.highroadsol © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 23. MODERN METHOD: BE THERE Your brand Your brand Your brand 23 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA Your brand
  • 24. REALITY OF MASS MARKET 24 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 25. REALITY OF MASS MARKET 25 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 26. GENERATIONAL REFRESHER Gen Z: 2001 to currentthe “Not Everyone Gets a Trophy” Gen 26 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 27. POPULATION ANALYSIS 27 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 28. USER’S JOURNEY MAP 28 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 29. USER’S JOURNEY MAP 3 8 6 4 4 5 2 6 1 29 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 7
  • 30. USER’S JOURNEY MAP 3 8 6 4 4 5 2 6 1 30 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 7
  • 31. BEHAVIORAL PROGRAMS Value Feeling Experience Engag Influence Prop at End of Map ement Points (WIIFM) Event Points OWLs SMPs BOOMERS GEN X: (Jason & Jennifer) PITAs: 31 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 32. LEAD SCORING Identifying high value prospects, members & donors
  • 33. 17-27% 33 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 34. AM I IN THE CLUB? Clues that you are a 17-27er 34 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 35. 35 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 36. 36 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 37. 37 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 38. 38 73-83% © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 39. Track every purchase Only thing we kept was how many sandwiches were eaten Manufacturing??? Trying to Track at Individual Level, but Serving Up Content at the Aggregate Level. 39 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 40. 40 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 41. 41 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 42. 42 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 43. Understand the weight of each element Understand the price of each element Track the total consumption based on the individual’s selections Understand tastes + preferences + buying patterns + input cost + revenue 43 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 44. NEEDED CHANGES Market differently—market the choices as the benefit Fit in target audience lifestyle Track at campaign level One code across channels Report at campaign level for C-level & Board level folks Develop KPIs/dashboards 44 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 45. ENGAGEMENT INDEX SCORING Source Raw Weight Weighted # Attendees 1200 0.05 60 # Certification Registrants Sold 500 0.05 25 # New Members 1000 0.2 200 # New Volunteers 400 0.3 120 # New Donors 300 0.05 15 # New Signatures 500 0.3 150 # New Chaptersw 100 0.05 5 575Index Score 45 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 46. INFLUENCE INDEX SCORING Source Raw Weight Weighted Facebook fans 1200 0.05 60 LinkedIn followers 500 0.05 25 # Site Visitors 1000 0.2 200 # Email Subscribers 400 0.3 120 # Twitter followers 300 0.05 15 # Voicemails Opened 500 0.3 150 # YouTube subscribers 100 0.05 5 575Index Score 46 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 47. SUMMARY Changes from direct to influence marketing Defined segments & go-to-market plan that ties into business objectives for each is needed (and discipline!) Use personas and journey maps to identify value proposition, voice & offerings per segment Multiple places to measuredistill down to easy way to track Market choices & fit into the lifestyle of your target users 47 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  • 48. Suzanne Carawan All Social: suzannecarawan scarawan@highroadsolution.com Booth #15 © COPYRIGHT ALL RIGHTS© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RESERVED 2013 ABILA 48