DMA Nonprofit Digital Day NY June 11, 2014 Digital 201 - Data & Analytics Kevin Moran, Integral

1. Non Profit Digital Day
June 11,2014

2. Analytics!
Imagine that your organization effectively used all relevant
information to make smarter decisions for sustained growth.

3. 4 Findings on Data and Decision-making
74%
67%
61%
78%
• How has access to useful data improved your ability to deepen
your bond with your most valuable constituents over last year?
• To what extent do you believe that leveraging data to gain a
deeper understanding of your most important customers has
allowed you to grow/find more?
• To what extent do you believe that senior management expects
you to make more data driven solutions over the next 12-24
months?
• To what extent do you believe that access to smart data has
helped improve your ability to innovate over last year?

4. Digital Analytics
Digital marketing offers both greater rewards in terms of
higher engagement and ROI – and also risk.

5. Addressing 2 Areas of Focus
1.What’s Your Digital
Presence Model?
2.How are You Articulating
Value?
5

6. 4 Digital Presence Models
4 revenue models
A. Brand
B. Education
C. Advocacy/Community
D. Revenue
1. Philanthropy
2. Lead Generation
3. Transactional – Subscription based - Ads
4. Innovation
6
Deciding defines the right metrics

7. 2 Most Often Asked Strategic Questions
Asked by Organizations
1. What is the Financial Value of
our Digital Experience?
2. What Investments are needed
to take it to the Next Level?
7

8. Questions You May Already be Asking
• What are the right measures of success for my digital experience?
• How do I show that Digital is a source of sustained value – Not just
a channel?
• How can we create an communication pathways to enhance the
donor experience?
• Is more better? What the best return on my time?
• What should be our optimal investment?
8
• How do I articulate a better vision to my
team?

9. Create a Strategy Map!

10. 10
Creating Your Digital Investment Strategy
Map
Leverages data to align Strategy to Action and
creates a framework for a common purpose and
team buy in.
 Audience Identification
 Understanding Value Pathways
 Establishing Measures of Success
 Monitoring Results – adjusting Course

11. 11
• CommittedHi$
• Financially CommitDonors
• Do something for youInvolved
• Giving you permissionLeads
• Driven by the
Brand
Qualified Visitors
Quantifying Your E-Community

12. Measures of Success!

13. 6 Less Important Metrics
1. General Site Traffic
2. Page Views
3. Time on Site
4. Platform – Mobile, Tablet, Computer
5. Unsubscribes
6. Digital Campaign Reports
13

14. 7 Key Value Driven Metrics
1. Qualified Visitor Valuation
2. E-Community Valuation
3. Lead Investment Levels by Audience & Source
4. Email Valuation/Fatigue/Disengagement
5. Online Advertising Impacts
6. Behavioral metrics (web vs email responsive)
7. Transactional Impacts – Form LTV; Price Point
Optimization.
14

15. Traffic Analysis
Overview 2014|01 2014|02 2014|03 2014|04
Unique Visitors 553,974 376,574 608,635 419,224
% New Visitors 72.0 % 79.2 % 75.1 % 77.8 %
PageViews 1109332 831962 1223038 998784
Bounce Rate 73.0 % 70.2 % 73.8 % 67.9 %
Branded Traffic 18189 13266 18934 17524
Non Branded Traffic 553,294 376,559 615,193 420,925
Direct Traffic 288,827 248,990 272,023 284,319
Search 100,203 79,505 78,625 76,116
Paid Search 18,779 13,006 19,564 15,535
Non Paid Search 85,944 68,998 63,400 64,550
Referral 37,249 35,129 31,890 29,971
Campaign 155048 28855 258364 52349

16. Expand the Picture

17. The One Metric You Should Know!
Digital: Value Per Qualified Unique Visitor Digital: Value Per Qualified Unique Visitor
$1.16
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
2012-08
2012-09
2012-10
2012-11
2012-12
2013-01
2013-02
2013-03
2013-04
2013-05
2013-06
2013-07
2013-08
2013-09
2013-10
2013-11
2013-12
2014-01
2014-02
2014-03
2014-04

18. Getting Granular

19. Develop a Lead Investment Strategy
JoinCategory Registrants
Day Of
Donor
Subsequent
Donor
Total
Donor
Conversion
Rate
Value3
Per Reg
Value6
Per Reg
Value9
PerReg
Value 12
PerReg
ORGANIC_SEARCH 58,117 349 2010 2359 4% $0.96 $1.33 $1.64 $2.01
REFERRALS 65,155 198 942 1140 2% $0.53 $0.66 $0.78 $0.93
PAID_SEARCH 19,833 64 407 471 2% $0.46 $0.63 $0.75 $0.85
EMAIL_MARKETING 8,113 61 170 231 3% $3.67 $4.29 $5.10 $6.14
OTHER_CAMPAIGNS 25,133 46 174 220 1% $1.06 $1.43 $1.76 $2.11
SOCIAL_MEDIA 14,391 32 95 127 1% $0.79 $0.95 $1.16 $1.36
DIRECT_TRAFFIC 39,973 40 46 86 0% $1.18 $1.52 $1.80 $2.13
OFFLINE 26,264 18 27 45 0% $0.70 $0.91 $1.21 $1.36
6 0 0 0 0% $0.00 $0.00 $0.00 $0.00
Grand Total 256,985 808 3871 4679 2% $0.91 $1.17 $1.43 $1.70
With a continual conversion strategy both on- and off-line, each source can serve a unique role in
adding value.

20. Know the Value of a New Donor LTV
FY13 Program LTV JoinSource AG CPD VPD6 VPD12
Offline Direct Response $20.64 $38.74 $31.59 $39.78
Offline Total $20.64 $38.74 $31.59 $39.78
Online Email Conversion $41.39 $4.59 $115.54 $123.61
Website $76.60 $0.00 $105.96 $125.56
Online Advertising $93.67 $72.19 $100.33 $115.33
Social Media $29.17 $157.68 $41.67 $78.17
Acquired Email $26.51 $168.86 $44.14 $52.43
Online Total $60.89 $45.56 $89.10 $105.06
Grand Total $22.51 $36.28 $34.27 $42.82
Objective: Monitor Return on Investment by Join Source and establish benchmarks for each source.

21. Know the Value of Bought Emails
Values Care2 Change.org
Leads 23,296 48,220
DayOfDonors 0 0
PostDonors 356 454
Total Donor 356 454
Conversion % 1.53% 0.94%
VPR3Mos $0.49 $0.24
VPR6Mos $0.74 $0.41
VPR12Mos $0.75 $0.44
VPD3Mos $32.26 $25.36
VPD6Mos $48.66 $43.73
VPD12Mos $48.96 $46.44
Costs $60,000 $80,000
CPD $168.54 $176.21

22. NEW+EXISTING DONORS
Source Donors
Initial
Value 12 Mo. Value
12 Mo. Rate
of Return
AOL 20 $26 $165 627%
BBC 226 $42 $204 489%
Casale 28 $51 $177 348%
eMiles 2,140 $32 $94 292%
Goodreads 18 $27 $119 436%
Google 2,060 $176 $336 191%
Greater Good 388 $35 $143 407%
MyPoints 172 $29 $201 695%
Netmining 22 $38 $199 528%
Quantcast 14 $61 $237 391%
RadiumOne 135 $6 $26 405%
TrialPay 1,628 $11 $54 501%
Yahoo 53 $101 $241 239%
*Timeframe: Jan. 2011 - Sep. 2012
22
Investing in Online Ads
As long as we’re not
paying over $336 to get a
donor from Google, we’re
fine.
Each publisher
has its own
measure of
success, for
example:

23. Think Differently About
Emails!

24. 24
Digital Dashboard -Updated through 4.2014
Digital is rolling10% below the budget goal forthe year: in dangerof not beingmet
Digital Program Revenue Responses
2014 Budget/Goal $3,500,000 44,154
Actuals to Date $2,875,787 36,658
Past 12 Mos. $3,145,705 41,256
Digital: Rolling-12 Revenue Trend & Qualified Visitors Digital: Value Per Qualified Unique Visitor
New Donor Value by Channel New Donor Retention by Channel Digital Investments Breakeven Email List: Deliverable Emails and Revenue of All Time
Google Analytics: R12 Qualified Traffic Composition
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
Millions
0
50,000
100,000
150,000
200,000
250,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
2012-07
2012-09
2012-11
2013-01
2013-03
2013-05
2013-07
2013-09
2013-11
2014-01
2014-03
Digital (Dept 49) Qualified Visitors
$96
$125
$22
$145
$188
$36
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
WebsiteOther Website Offline
Initial Value 12 Mo. LTV
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
0
2,000
4,000
6,000
8,000
10,000
12,000
Qualified Direct Qualified Paid Qualified Organic Qualified Referral R12Revenue
$17.23
$0.00
$5.00
$10.00
$15.00
$20.00
2012-07
2012-09
2012-11
2013-01
2013-03
2013-05
2013-07
2013-09
2013-11
2014-01
2014-03
$61 $63
$22.91 $12.97
$43.59
$53.02
$0
$50
$100
$150
$200
2013 2014
Initial Value LTV0-6 LTV7-12
LTV13-18 CPD
22%
27%
29%
26% 25%
29%
44%
32%
27%
32%
26% 26%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Web Other Website Offline
2010-05-02-2011-05-01 2011-05-02-2012-05-01
2012-05-02-2013-05-01 2013-05-02-2014-05-01
71,498
$188,283,216
23,665
$18,851,641
118,786
$55,563,089
453,150
$0
D EL I VERABLE EMAI LS TOTAL REVENUE
Active 0-12 Mos Short lapsed 13-24 Mos
Deep Lapsed 25+ Mos Non-Donor/Prospect
$467
$796 LTV
$2633 LTV
Breakeven Email List: Deliverable Emails and Revenue of All Time
Qualified Paid Qualified Organic Qualified Referral R12Revenue
$63
$12.97
2014
-6 LTV7-12
71,498
$188,283,216
23,665
$18,851,641
118,786
$55,563,089
453,150
$0
D EL I VERABLE EMAI LS TOTAL REVENUE
Active 0-12 Mos Short lapsed 13-24 Mos
Deep Lapsed 25+ Mos Non-Donor/Prospect
$467
$796 LTV
$2633 LTV

25. 25
Are you Talking to High Value Audiences

26. Email List Valuation
MemberGroup EmailsOpened12 Registrants % Registrants Donors Revenue Revenue 0to12Mos R12 Offline Revenue R12 W
Active 0-12 Mos A: 1-5 1575 1.25% 1575 $1,568,661 $410,404.09 $305,508.13
B: 6-11 756 0.60% 756 $868,349 $240,390.36 $176,613.25
C: 12+ 2388 1.89% 2388 $4,918,766 $1,069,889.84 $962,897.62
Z: Zero 1392 1.10% 1392 $1,328,183 $309,393.58 $268,192.47
Active 0-12 Mos Total 6111 4.84% 6111 $8,683,959 $2,030,077.87 $1,713,211.47
Short lapsed 13-24 Mos A: 1-5 769 0.61% 769 $403,357 $0.00 $0.00
B: 6-11 386 0.31% 386 $141,225 $0.00 $0.00
C: 12+ 1584 1.26% 1584 $272,272 $0.00 $0.00
Z: Zero 893 0.71% 893 $493,227 $0.00 $0.00
Short lapsed 13-24 Mos Total 3632 2.88% 3632 $1,310,081 $0.00 $0.00
Deep lapsed 25+ Mos A: 1-5 2955 2.34% 2955 $1,347,028 $0.00 $0.00
B: 6-11 1801 1.43% 1801 $460,487 $0.00 $0.00
C: 12+ 11220 8.89% 11220 $1,328,913 $0.00 $0.00
Z: Zero 2469 1.96% 2469 $1,618,313 $0.00 $0.00
Deep lapsed 25+ Mos Total 18445 14.61% 18445 $4,754,741 $0.00 $0.00
Prospects A: 1-5 215 0.17% 0 $0.00 $0.00
B: 6-11 228 0.18% 0 $0.00 $0.00
C: 12+ 96532 76.48% 0 $0.00 $0.00
Z: Zero 1050 0.83% 0 $0.00 $0.00
Prospects Total 98025 77.67% 0 $0.00 $0.00
Grand Total 126213 100.00% 28188 $14,748,781 $2,030,077.87 $1,713,211.47
Show me the money!
Think differently about the potential of email
communication and revenue.

27. Keep and Eye on Unsubscribes and other
At Risk Activities
There are many early indicators
of at-risk donors that may
require additional attention.
For example this high value
group had two segments that
were quietly unsubscribing
from emails. This action was
an early indicator that the
donors were becoming
disengaged. Now
segmentation strategies are
employed to give these donors
a little more love.

28. Other At-Risk Questions
1. Are unsubscribes more valuable
than email? Are they different by
Audience?
2. Web Donors does not equal
email – can you manage that
experience better?
3. Can you do what your donors ask
-- Really?
28

29. 29
You were promised a checklist!
 Create a Strategy Map to Guides
Investments.
 Think Differently about Communication
Strategies
 Know what activities yield big results.
 Expand the Measures of Success
 Monitoring Results – Adjust - Communicate

30. Kevin Moran
Principal
Integral, LLC
202-452-9731
kevin@integral-dc.com
www.integral-dc.com
30