PERSONAS, SCORING
& SEGMENTATION:
NEW FRAMEWORKS
FOR DATA ANALYSIS
Suzanne Carawan, Chief Marketing Officer, HighRoad Solu...
DEMAND
CREATION
why now
BELIEVE THE HYPE?
Population changes


Baby Boomers v. Gen X v. Gen Y



New need to create demand

Same stuff isn’t wor...
SHIFT IN MARKETING
STRATEGIES
Direct Marketing

4

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

Influence Marketing
HOT TECHNIQUES IN
MARKETING &
COMMUNICATIONS
1)

Content Marketing

2)

Live & Virtual Event Marketing

3)

Promoted Socia...
COMMON FACTOR?

6

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
BUSINESS OBJECTIVES

7

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
RISE OF MARTECH

8

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
LOGICAL CONCLUSION

9

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
DATA LANDSCAPE
Not Just Events, Email & Website Analytics
Mobile
World

Content
World

Social
World

Event
World

Ad World
11

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
Data Flow
Diagram

12

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
Areas of
Analytics

13

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
SEGMENTATION
Slicin’ & Dicin’ for a Purpose
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

© COPYRIGH...
DEFINED SEGMENTS
Create communication campaigns, programs, products
& services around them
Great for reporting (should be ...
SEGMENTATION DECISION
FRAMEWORK
What is the meaning of one orange?

-Attendee/Member Base?
-Market? Market Vertical?
-Majo...
MOVING FROM SEGMENTS TO
PERSONAS
Process:
Take each segment and:
1)

1) Name it

2)

2) Describe it

3)

3) Write a benefi...
VALUE PROP MATRIX

19

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
BUILDING ORG CAPACITY
Segmentation is a mindset that requires that you understand the:
1)

-data landscape
-software appli...
PERSONAS
Slicin’ & Dicin’ for a Purpose
FACTS ABOUT TODAY’S USER
Low attention span
Low memory
High number of alternatives

High volumes of information
High relia...
MODERN METHOD: BE THERE
Your
brand

Your
brand

Your
brand

23

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

Your
brand
REALITY OF MASS MARKET

24

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
REALITY OF MASS MARKET

25

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
GENERATIONAL REFRESHER

Gen Z: 2001 to currentthe “Not Everyone Gets a Trophy” Gen
26

© COPYRIGHT ALL RIGHTS RESERVED 201...
POPULATION ANALYSIS

27

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
USER’S JOURNEY MAP

28

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
USER’S JOURNEY MAP
3

8
6
4
4
5

2

6

1
29

5

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

7
USER’S JOURNEY MAP
3

8
6
4
4
5

2

6

1
30

5

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

7
BEHAVIORAL PROGRAMS
Value
Feeling
Experience Engag Influence
Prop
at End of Map
ement Points
(WIIFM) Event
Points
OWLs
SMP...
LEAD SCORING
Identifying high value
prospects, members & donors
17-27%

33

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
AM I IN THE CLUB?
Clues that you are a 17-27er

34

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
35

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
36

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
37

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
38

73-83%

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
Track every purchase
Only thing we kept was
how many sandwiches
were eaten
Manufacturing???

Trying to Track at Individual...
40

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
41

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
42

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
Understand the weight
of each element
Understand the price
of each element

Track the total
consumption based
on the indiv...
NEEDED CHANGES
Market differently—market the choices as the benefit

Fit in target audience lifestyle
Track at campaign le...
ENGAGEMENT INDEX
SCORING
Source

Raw

Weight

Weighted

# Attendees

1200

0.05

60

# Certification Registrants Sold

500...
INFLUENCE INDEX SCORING

Source

Raw

Weight

Weighted

Facebook fans

1200

0.05

60

LinkedIn followers

500

0.05

25

...
SUMMARY
Changes from direct to influence marketing

Defined segments & go-to-market plan that ties into
business objective...
Suzanne Carawan
All Social: suzannecarawan
scarawan@highroadsolution.com
Booth #15

© COPYRIGHT ALL RIGHTS© COPYRIGHT ALL ...
Upcoming SlideShare
Loading in...5
×

Personas, Scoring & Segmentation: New Frameworks for Data Analysis

755

Published on

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.

Published in: Marketing
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
755
On Slideshare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
16
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Personas, Scoring & Segmentation: New Frameworks for Data Analysis

  1. 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. 2. DEMAND CREATION why now
  3. 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. 4. SHIFT IN MARKETING STRATEGIES Direct Marketing 4 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA Influence Marketing
  5. 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. 6. COMMON FACTOR? 6 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  7. 7. BUSINESS OBJECTIVES 7 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  8. 8. RISE OF MARTECH 8 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  9. 9. LOGICAL CONCLUSION 9 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  10. 10. DATA LANDSCAPE Not Just Events, Email & Website Analytics
  11. 11. Mobile World Content World Social World Event World Ad World 11 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  12. 12. Data Flow Diagram 12 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  13. 13. Areas of Analytics 13 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  14. 14. SEGMENTATION Slicin’ & Dicin’ for a Purpose
  15. 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. 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. 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. 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. 19. VALUE PROP MATRIX 19 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  20. 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. 21. PERSONAS Slicin’ & Dicin’ for a Purpose
  22. 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. 23. MODERN METHOD: BE THERE Your brand Your brand Your brand 23 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA Your brand
  24. 24. REALITY OF MASS MARKET 24 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  25. 25. REALITY OF MASS MARKET 25 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  26. 26. GENERATIONAL REFRESHER Gen Z: 2001 to currentthe “Not Everyone Gets a Trophy” Gen 26 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  27. 27. POPULATION ANALYSIS 27 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  28. 28. USER’S JOURNEY MAP 28 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  29. 29. USER’S JOURNEY MAP 3 8 6 4 4 5 2 6 1 29 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 7
  30. 30. USER’S JOURNEY MAP 3 8 6 4 4 5 2 6 1 30 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 7
  31. 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. 32. LEAD SCORING Identifying high value prospects, members & donors
  33. 33. 17-27% 33 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  34. 34. AM I IN THE CLUB? Clues that you are a 17-27er 34 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  35. 35. 35 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  36. 36. 36 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  37. 37. 37 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  38. 38. 38 73-83% © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  39. 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. 40 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  41. 41. 41 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  42. 42. 42 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
  43. 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. 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. 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. 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. 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. 48. Suzanne Carawan All Social: suzannecarawan scarawan@highroadsolution.com Booth #15 © COPYRIGHT ALL RIGHTS© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RESERVED 2013 ABILA 48
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×