Slice 'em & Dice 'em - Using Roles for RelevancePresentation Transcript
Slice „em & Dice „emUsing Roles for RelevanceTimothy StateAssociate Vice President of Alumni ProgramsWill PittinosWeb Content Manager
Topics to Discuss Data segmentation through the use of roles andcategories Explore the philosophy behind to merge or not to merge Strategies we‟ve developed around using roles andcategories Tactics that are producing higher levels of interaction
Brainstorm What audiences do you communicate with? How are you doing that?
Make the technology work for you Campaigns that target … generate conversion rates thatoutperform untargeted broadcast campaigns by nearly4 to 1, according to a Dec. 2006 Jupiter Researchreport. “Its important to your marketing efforts to startsegmenting your customer list as soon as possible.” –Gail F. Goodman, CEO of Constant Contact
“Under no circumstances,should you mix yourdata.”-Alumni Professionals-Service Providers-People Afraid of Change
Instead – Segment with Buckets! Use Sub-Communities PROS It will keep your data completely separate CONS For every sub-community you have, you create more work Event registration would be completely segmented Our small community can‟t afford to have guest lists with onlya few people on them We confuse ourselves!
Arguments Against It will blend your data together Everyone will be able to see everything Students will come to your alumni events But above all, you can‟t protect privacy What other arguments do you have?
Examinedfrom a Different Perspective What do we have to make sure we protect? And how dowe go about doing that? What are the benefits from blending our communitiestogether?
Using technology at Lake Forest iModules is our central system About 30% of operating budget goes to iModules Pooled our constituents in iModules Created roles and categories for constituent pools andsub-pools
We Blew Away the Arguments It will blend your data together It‟s together in our main database Everyone will be able to see everything Well thought out roles and categories, and realistic marketing,people don‟t see things they‟re not supposed to. Students will come to your alumni events So? But above all, you can‟t protect privacy Is that really our role? The profile puts the control in thehands of our users. We only reveal name and class year.