Keeping it clean – a strategy for datamanagementBranislava MilosevicSenior Digital ConsultantChampollion Digital@bubana23/...
Data – the building block of anydigital strategy2• Organisational vision• Brand• Digital vision – how can digital support ...
Data helps increasedonor loyalty• Loyalty is based upon strongrelationships• Relationships grow via regularcommunications ...
Data – top tips• Collect data• Design journeys that your data candeliver• Analyse & learn from your journeys• Data ownersh...
Collect data• Whenever there is aninteraction offline or online• On every form (but don’tover-do it)• Collect data consist...
Data – top tips• Collect data• Design journeys that your data candeliver• Analyse & learn from your journeys• Data ownersh...
Design supporter journeys
Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > orga...
Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > orga...
Organisational structure in publiccommunicationswww.champollion.co.uk 10
Audience- centric approachwww.champollion.co.uk 11• Start with thesupporter/user/consumer• Give them your message• Then gi...
www.champollion.co.uk 12Audience - centric approach
Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > useo...
Segmentationwww.champollion.co.uk 14• How many of you wouldbe able to email allpeople who in the last48h opened an email b...
www.champollion.co.uk 15• Supporters more likely toengage• Small, focused email lists have30%-40% open rate while biglists...
www.champollion.co.uk 16• In digital world, thanks totechnology, anything ispossibleSegmentation
Segmentation- complexity• Sophistication is great but start small – a lot can be achieved whensegmenting by:– Sex– Age– Lo...
Data in real time
Social data
Challengeswww.champollion.co.uk 20• Inconsistency in supporterrecord formats• De-duping• Databases and how they talkto eac...
Main DBreportingSMSjustgivingWorldPayPayPalMydonateEmailmicrositeSecuretradingOnlineshopweb2printvolunteerspaceTributefund...
SMS WorldPaySecuretradingEmail PayPalMainwebsitemicrositeOnlineshopTributefunds web2printEPRvolunteerspaceOnlinedatabaseMa...
SMS WorldPayEmail PayPalMainwebsitemicrositeOnlineshopTributefunds web2printvolunteerspaceOnlinedatabaseMain DBReportingVi...
eCRM products• E-tapestry• Engaging Networks• Bluestate Digital tools• Nation builder• Salesforcewww.champollion.co.uk 24
Questionswww.champollion.co.uk 25branislava.milosevic@champollion.co.uk@bubanabubana.blogspot.comuk.linkedin.com/in/branis...
• Create a diagramdescribing the data flow(as per previousdiagrams) in yourorganisationwww.champollion.co.uk 26
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Keeping it clean – a strategy for data management

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Branislava Milosevic, Champollion
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Keeping it clean – a strategy for data management

  1. 1. Keeping it clean – a strategy for datamanagementBranislava MilosevicSenior Digital ConsultantChampollion Digital@bubana23/05/2013
  2. 2. Data – the building block of anydigital strategy2• Organisational vision• Brand• Digital vision – how can digital support the organisational vision?• Internal & external analysis• What do you need to maximise on this potential of digital?• Processes - Planning & Evaluation• Staffing – Structure, Skills & Training• Systems - Data, Content
  3. 3. Data helps increasedonor loyalty• Loyalty is based upon strongrelationships• Relationships grow via regularcommunications relevant to the user• Consumers are increasingly treated topersonalised communications bybrands > segmentation based on 360view of a customerData: Bloomerang and from The Rockefeller Corporation
  4. 4. Data – top tips• Collect data• Design journeys that your data candeliver• Analyse & learn from your journeys• Data ownership > organisationalstructures
  5. 5. Collect data• Whenever there is aninteraction offline or online• On every form (but don’tover-do it)• Collect data consistently• Put in tracking codes onlinks and landing pages –hidden forms
  6. 6. Data – top tips• Collect data• Design journeys that your data candeliver• Analyse & learn from your journeys• Data ownership > organisationalstructures
  7. 7. Design supporter journeys
  8. 8. Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > organisationalstructures
  9. 9. Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > organisationalstructures
  10. 10. Organisational structure in publiccommunicationswww.champollion.co.uk 10
  11. 11. Audience- centric approachwww.champollion.co.uk 11• Start with thesupporter/user/consumer• Give them your message• Then give them arelevant way to engage
  12. 12. www.champollion.co.uk 12Audience - centric approach
  13. 13. Data – top tips• Collect data• Design journeys that your datacan deliver• Analyse & learn from data• Data ownership > useorganisational structures to planand segment based on internalaudience knowledge and data
  14. 14. Segmentationwww.champollion.co.uk 14• How many of you wouldbe able to email allpeople who in the last48h opened an email butdid not complete the callto action?
  15. 15. www.champollion.co.uk 15• Supporters more likely toengage• Small, focused email lists have30%-40% open rate while biglists have 11%-14%• Emails sent to new supportershave higher open rates >opportunity to re-iterate yourbrand and causeWhy we segment?
  16. 16. www.champollion.co.uk 16• In digital world, thanks totechnology, anything ispossibleSegmentation
  17. 17. Segmentation- complexity• Sophistication is great but start small – a lot can be achieved whensegmenting by:– Sex– Age– Location– Email open– Purchase– Click on a link in an email•Good data can drive automation and personalisation that isn’t BigBrotherish
  18. 18. Data in real time
  19. 19. Social data
  20. 20. Challengeswww.champollion.co.uk 20• Inconsistency in supporterrecord formats• De-duping• Databases and how they talkto each other (or not)• Real-time data >> Automation
  21. 21. Main DBreportingSMSjustgivingWorldPayPayPalMydonateEmailmicrositeSecuretradingOnlineshopweb2printvolunteerspaceTributefundsMainwebsiteVirginmoneyData flow (simplified)• many data sources for mainDB•one-way data flow betweenonline and offline data
  22. 22. SMS WorldPaySecuretradingEmail PayPalMainwebsitemicrositeOnlineshopTributefunds web2printEPRvolunteerspaceOnlinedatabaseMain DBReportingVirginMoneygivingjustgivingMy donateData flow with onlineeCRM (simplified)•1 data source for Main DB•two-way data flow betweenonline and offline data
  23. 23. SMS WorldPayEmail PayPalMainwebsitemicrositeOnlineshopTributefunds web2printvolunteerspaceOnlinedatabaseMain DBReportingVirginMoneygivingjustgivingMy donateDe-centralised 360supporter view•Reporting sources data fromall databases•two-way data flow betweenonline and offline data~Reports
  24. 24. eCRM products• E-tapestry• Engaging Networks• Bluestate Digital tools• Nation builder• Salesforcewww.champollion.co.uk 24
  25. 25. Questionswww.champollion.co.uk 25branislava.milosevic@champollion.co.uk@bubanabubana.blogspot.comuk.linkedin.com/in/branislava
  26. 26. • Create a diagramdescribing the data flow(as per previousdiagrams) in yourorganisationwww.champollion.co.uk 26

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