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Directemail wwf dataminingvsdatameaning_serge_s

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  • 1. Direct (e) Mail
  • 2. Serge SchmitzManaging Director at Just Efficient My favourite song: Magnificent van U2
  • 3. Data Miningvs.Data Meaning
  • 4. Data Mining vs. Data Meaning New boss New rules ?Serge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 5. Data Mining vs. Data MeaningOffline or online magazine ?SituationAll members receive quarterly the Panda Magazinein their mailboxObjectiveReduce WWF footprint by printing less (paper, transportation) without affecting members loyaltySerge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 6. Data Mining vs. Data MeaningOffline or online magazine ?ApproachQuestion asked at face‐to‐face recruitment moment :  You have the choice, do you prefer to receive our magazine online or on paper ?Phone survey to a limited group : Did you know your Panda Magazine exists online as well ?   Would you like to switch from the paper version to the online one ? Results :     About 70% chose the online version !!!Serge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 7. Data Mining vs. Data MeaningOffline or online magazine ?BUT … WWF did some qualitative survey (group discussions) as well :The primary tangible link between WWF and its members is the Panda Magazine.Switching to online would weaken the relationship.LearningsHard data need to be completed with soft data There is often a difference between what is said and what is meantSerge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 8. Data Mining vs. Data MeaningSerge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 9. Data Mining vs. Data MeaningSerge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 10. Data Mining vs. Data MeaningCustometer survey – oct 2011 – 456 interviews 28 min average reading time Relayed characteristics : dynamic, reliable,  human, efficient 8.6 recommendation score Panda magazine du WWF BenchmarkSerge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 11. What offerto whom ?
  • 12. Data Mining vs. Data MeaningProfiling & adapting the offerSocio‐demo Recruitment channel“Grey” animal lovers (65+) face‐to‐face (street, door‐to‐door, event) Beneficiary telemarketingGrand‐parents (50‐65y) for yourself paper (mailing, advertisement)Parents (30‐45y) with kids 7‐12y for others screen (e‐mail, web)Kids 7‐12y  AV media (TV, radio) Level of engagement signing petition Motivations subscribing to e‐news Environment  project‐based giving Climate  regular giving (member, adopter) Endangered species  after‐death giving Sustainable development  Serge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 13. Data Mining vs. Data MeaningProfiling & adapting the offer Regular support of species Regular support of the organization Subscription to Panda magazine One‐off support of projectSerge Schmitz – www.justefficient.com  Legacy dcongress – BDMA – October 25, 2012 
  • 14. ChannelisChannel 
  • 15. Data Mining vs. Data MeaningChannel is channel Recruitment channel Relationship channel Face‐to‐face Voice (f2f, tel, radio) Telemarketing Direct mailing Paper (mailing, advertisement) Online Screen (large or small) AV media (radio, TV)Serge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 
  • 16. Data Mining vs. Data Meaning Merci Dank U Thank YouSerge Schmitz – www.justefficient.com  dcongress – BDMA – October 25, 2012 

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