SlideShare a Scribd company logo
DATA +
MARKETING
WORKSHOP
CECI DADISMAN
PRESIDENT // CARDINAL + COMPANY
HELLO!
ARTS MARKETER
PITTSBURGH NATIVE
WEST VIRGINIA MOUNTAINEER
RECOVERING OPERA SINGER
DIGITAL MARKETING NERD
TREKKIE
MOM
LET’S
INTRODUCE
OURSELVES!
YOUR NAME
YOUR ORGANIZATION
YOUR HOT BUTTON ISSUE
3
THE PLAN
FOR TODAY
EACH SECTION
EXERCISE/HANDOUT
DISCUSSION/QUESTIONS
CECIDADISMAN.COM/CAMABOOTCAMP
4
INTRO TO
PRECISION
MARKETING
PROLOGUE
WHO IS
YOUR IDEAL
CUSTOMER?
6
CREATE A PERSONA
7
TIME FOR A
LITTLE EXERCISE!
8
Average Consumer receives over 3,000
messages per day.
Junk Mail:
•Six pieces per US HH per day
•44% to the landfill; unopened
Email:
•200 Billion email /day
•97% is spam
9
WHAT IS
PRECISION
MARKETING?
10
Precision Marketing is
using data-driven
insights to deliver the
right message, to the
right person, at the right
time, via the right
channel(s).
11
“Precision Marketing is a process that
gives marketers the insights into
customer behaviours that let them talk
with customers in a relevant manner.
The Precision Marketing framework
relies heavily on several key factors, the
first of which is the collection and
analysis of data.” -Lee Gallagher
12
● While 64% of consumers say promotional offers
dominate both the e-mail and traditional mail they
receive, only 41% view these as must-read
communications.
● Of the 91% of consumers who opt out or unsubscribe
from emails, 46% are driven to brand defection because
the messages are simply not relevant.
● Forty-one per cent of consumers say they would
consider ending a brand relationship owing to irrelevant
promotions, and an additional 22% say they would de
nitely defect from the brand due to irrelevance.
● Some 58% of vendors’ marketing content is not relevant
to potential buyers and reduces vendors’ chances of
closing a sale by 45%.
13
CASE STUDY:
TESCO
14
MarketPower Marketing Seminar 2017
YOU ALREADY
HAVE THIS KIND
OF DATA!
16
GOOGLE
ANALYTICS
PART 1
18
There Are Two Types Of
DataDIMENSIONS
Characteristics of users such as
location, traffic source, and interaction
such as a page.
METRICS
Quantitative, numbers-oriented info
such as visitors per page or averages.
This is what you measure.
oac2017.artshacker.com #ClickClickDone 1818
19
Audience Reports
1. Characteristic data such as
user location and devices
they use.
2. How often and how much
time between visits.
3. Visitor demographics and
interests.
1919
20
Acquisition Reports
1. How users find your
website.
2. By default, GA tracks
organic, direct, social,
referral, and email traffic
sources.
3. Helps analyze marketing
campaign ROI.
2020
21
Behavior Reports
1. How users interact with
your website.
2. Reports on which content
users view and how they
move from page to page.
3. Includes Site Search and
Speed metrics.
oac2017.artshacker.com #ClickClickDone 21
If you’ve
only got 5
minutes...
oac2017.artshacker.com #ClickClickDone 2222
oac2017.artshacker.com #ClickClickDone 2323
Landing Pages
Is your marketing driving
people to the right pages?
oac2017.artshacker.com #ClickClickDone 2424
oac2017.artshacker.com #ClickClickDone 2525
Acquisition
How are people getting to
your site?
#ClickClickDoneoac2017.artshacker.com #ClickClickDone 2626
oac2017.artshacker.com #ClickClickDone 2727
Social Media
How many of your site’s
visitors are coming from
social?
oac2017.artshacker.com #ClickClickDone 2828
oac2017.artshacker.com #ClickClickDone 2929
If you’ve
only got 15
minutes...
oac2017.artshacker.com #ClickClickDone 3030
#ClickClickDoneoac2017.artshacker.com #ClickClickDone 3131
oac2017.artshacker.com #ClickClickDone 3232
#ClickClickDoneoac2017.artshacker.com #ClickClickDone 3333
oac2017.artshacker.com #ClickClickDone 3434
oac2017.artshacker.com #ClickClickDone 3535
oac2017.artshacker.com #ClickClickDone 3636
oac2017.artshacker.com #ClickClickDone 3737
A note about exit pages
and bounce rates.
oac2017.artshacker.com #ClickClickDone 3838
Google
URL
Builder
oac2017.artshacker.com #ClickClickDone 3939
oac2017.artshacker.com #ClickClickDone 4040
Track offline/traditional
marketing.
oac2017.artshacker.com #ClickClickDone 4141
yourwebsite.org/radiolaboheme
or
bit.ly/radiolaboheme
yourwebsite.org/landingpage?utm_s
ource=freddy&utm_medium=radio&
utm_campaign=laboheme
oac2017.artshacker.com #ClickClickDone 4242
BREAK //
Q&A
10 MINUTES
WEBSITE
OPTIMIZATION
PART 2
LET’S TALK
ABOUT
NAVIGATION
PROBABLY LOOKING
FOR:
SHOW DATES/TIMES
BUY TICKETS
MAKE DONATION
CONTACT INFO
46
YOUR MAIN NAV
SHOULD BE AT THE
TOP THE PAGE AND
HORIZONTAL
“Navigation placed at the top of a homepage
performed best.”
Source: Poynter. Eyetrack III.
“What we find at
the top of the page
helps us decide to
continue scrolling,
navigate to
another page, try
another site, or
abandon the task
altogether.”
Source: Neilson Norman Group
48
49
WHAT IS THE SERIAL
POSITION EFFECT?
50
LET’S ALL LOOK AT OUR
WEBSITE NAVIGATION
QUESTIONS?
51
HOW PEOPLE
INTERACT WITH
WEBSITES
80% ABOVE
Source: Neilson Norman Group: The Human Mind and Usability
ABOVE AND BELOW THE FOLD:
VIEWING TIME
20% BELOW
53
54
Only about 1% of
website visitors click
on a homepage
slider feature.
Source: University of Notre Dame
And the vast majority of those 1% clicked on
just the first slide.
55
56
57
58
70% LEFT
Source: Neilson Norman Group: The Human Mind and Usability
LEFT OR RIGHT SIDE:
VIEWING TIME
30% RIGHT
59
T
Source: Neilson Norman Group: The Human Mind and Usability
LEARN TO LOVE THE F
60
BANNER BLINDNESS!
Source: Neilson Norman Group: The Human Mind and Usability
61
62
TYPOGRAPHY IS
YOUR NEW BEST
FRIEND
64
DATA FOR
CONSIDERATION:
Dominant headlines most often draw
the eye first upon entering the page.
Shorter paragraphs performed better
than longer ones.
Source: Poynter. Eyetrack III
65
66
67
68
69
crazyegg.com analytics.google.com
70
BREAK //
Q&A
10 MINUTES
EMAIL
MARKETING
PART 2
LET’S START
WITH SOME
DATA
73
EMAIL MARKETING
BRINGS IN $40.56
FOR EVERY
DOLLAR SPENT
DIRECT MARKETING ASSOCIATION
74
NEARLY ⅓ OF PEOPLE
HAVE STOPPED DOING
BUSINESS WITH AT
LEAST ONE COMPANY
AS A RESULT OF POOR
EMAIL PRACTICES
MERKLE SURVEY
75
NOW ON
TO DESIGN
& LAYOUT
76
77
FEATURE ONE
MAIN CALL TO
ACTION
78
KEEP YOUR
GRAPHICS IN
CHECK
CHOOSE IMAGES THAT ARE IMPACTFUL AND
KEEP THEM LARGE ENOUGH TO SEE
79
80
USE ONLY TEXT
THAT IS
NECESSARY
REMINDER: THE POINT OF AN EMAIL IS TO
GET SOMEONE TO TAKE FURTHER ACTION.
LOVE THE “READ MORE…” LINK
81
82
RECOMMENDED TOOLS
83
LET’S TALK
ABOUT
SUBJECT LINES
84
KEEP YOUR SUBJECT
LINES TO 50
CHARACTERS OR
LESS
MAILCHIMP
85
SUBJECT LINES
PHRASED AS
QUESTIONS
PERFORM BETTER
THAN STATEMENTS
MAILCHIMP
86
Good!
Unclear +
Repetition of
Org Name
Name of the
Newsletter
Good!
Unclear +
Repetition of
Org Name
Name of the
Newsletter
TIME FOR A
LITTLE
EXERCISE!
89
NEWSLETTER
VS.
EBLAST
90
NEWSLETTER
ONCE PER MONTH
DIGEST OF IMPORTANT UPCOMING EVENTS
FOCUS ON THE “SOFT SELL”
INTERESTING NEWS
ONLY SENT TO HIGHLY ENGAGED PATRONS
91
TED GOAS
MAIN FEATURE
SECONDARY FEATURE
TERTIARY FEATURE
MarketPower Marketing Seminar 2017
EBLAST
FREQUENCY VARIES
DRIVEN BY SPECIFIC EVENT
“HARD SELL”
ONE CLEAR CALL TO ACTION
COMPELLING CONTENT
94
COMPELLING IMAGE
EVENT DETAILS + CTA
EVENT TITLE
CTA
TERTIARY FEATURE
DESCRIPTION
LISTS AND
SEGMENTATION
97
RELEVANTNOT RELEVANT NOT RELEVANT
98
RELEVANT RELEVANTRELEVANT
99
WHY SEGMENT?
INCREASE OPEN RATES
INCREASE CONVERSIONS
DECREASE UNSUBSCRIBES
INCREASE CLICKTHROUGH RATES
MAKE PEOPLE HAPPIER
100
NOT EVERYONE
SHOULD GET
EVERY EMAIL
HIGHLY ENGAGED PEOPLE CAN WITHSTAND
MORE MESSAGES. LESS ENGAGED PEOPLE
CANNOT.
101
IMPORTANT!
THE MESSAGE
MUST MATCH
THE SEGMENT
102
BEHAVIORAL DEMOGRAPHIC
PAST EMAIL ENGAGEMENT
EVENT ATTENDANCE
CONTEST ENTRY
DISCOUNT USE
MEMBERSHIP HISTORY
PROGRAM INTERESTS
GROUP PROSPECT
INVITE LIST
GEOGRAPHY
GENDER
INCOME
AGE
CHILDREN IN THE HOME
103
SAMPLE LIST SEGMENTS
NEWS & UPDATES
2015 SEASON SUBSCRIBERS
2014 SEASON SUBSCRIBERS
2013 SEASON SUBSCRIBERS
2015 SEASON TICKET BUYERS
2014 SEASON TICKET BUYERS
EVENT RAFFLE ENTRIES
YOUNG FRIENDS MEMBERS
104
EMAIL VERSIONS
HIGHLY ENGAGED
ACQUISITION
ALREADY BOUGHT
105
UPCOMING EVENT:
HIGHLY ENGAGED
LISTS SUPPRESSIONS
2015 EVENT ATTENDEES
2014 EVENT ATTENDEES
2013 EVENT ATTENDEES
2015 EVENT 1 ATTENDEES
2015 EVENT 2 ATTENDEES
NEWS & UPDATES
YOUNG FRIENDS MEMBERS
EVENT RAFFLE ENTRIES
PEOPLE WHO HAVE ALREADY BOUGHT
106
TIME FOR
ANOTHER
LITTLE
EXERCISE!
107
NEXT STEP:
DATA-DRIVEN
FOLLOW-UPS
108
FOLLOW UP
OPENED BUT DID
NOT CLICK
CLICKED BUT DID
NOT BUY
UPCOMING EVENT: TRADITIONAL
DID NOT OPEN
109
OPENED BUT DID NOT CLICK
Here is something
else really cool
about this event...
110
CLICKED BUT DID NOT BUY
Hi! Is there any
way that we can
provide some
extra help?
111
DID NOT OPEN
Here is a really
provocative
subject line to
entice you...
112
BREAK //
Q&A
10 MINUTES
SOCIAL
MEDIA
PART 3
115
TARGETING
+
CONTENT
+
FREQUENCY
=
SUCCESSFUL FACEBOOK
CAMPAIGN
116
ON SOCIAL
MEDIA,
CONTENT IS
KING
118
VISUAL.
RELEVANT.
CLEAR CTA.
119
120
RECOMMENDED TOOLS
121
ADVERTISING IS
AN EXTENSION
OF CONTENT
USING DATA IN
YOUR PAID
CAMPAIGNS
123
CUSTOM AUDIENCES
124
STARTING DATA
ENTIRE PATRON LIST
PAST TICKET BUYERS
PAST BUYERS FOR A PARTICULAR SHOW
DONORS
YOUNG FRIENDS MEMBERS
PEOPLE ON YOUR EMAIL LIST
125
LOOKALIKE AUDIENCES
126
127
128
NOW, LET’S
CREATE A
CAMPAIGN!
SAMPLE EVENT: A KID’S SHOW
129
FRIENDS DON’T
LET FRIENDS
BOOST POSTS
LIMITED TARGETING
NO PLACEMENT CHOICES
CAN’T USE CUSTOM AUDIENCES
LACK CAMPAIGN ORGANIZATION
130
131
132
YOUR CONTENT
& IMAGERY MUST
MATCH THE
TARGETING!
133
134
135
136
137
138
139
140
141
142
BREAK //
Q&A
10 MINUTES
TRADITIONAL
MARKETING
PART 4
HOW WELL DO
YOU REALLY
KNOW YOUR
PATRONS?
145
STEP 1:
DATA APPEND
TAKING KNOWN CONSUMER
INFORMATION (AGE, INCOME,
PRESENCE OF CHILDREN IN THE
HOME, ETC.) AND MATCHING IT TO
PATRONS ON YOUR LIST
146
LOCAL LIST
BROKER
NATIONAL DATA
COMPANY
147
STEP 2:
MERGE WITH
EXISTING DATA
HIGHLY ENGAGED PATRONS VS.
LESS ENGAGED PATRONS
148
HIGHLY
ENGAGED
LESS
ENGAGED
SUBSCRIBERS
MULTI-BUYERS
YEARLY TICKET BUYERS
DONORS
VOLUNTEERS
OCCASIONAL BUYERS
OCCASIONAL DONORS
LIST PROSPECTS
EMAIL LIST MEMBERS
149
STEP 3:
SEGMENT
DIVIDE YOUR LIST INTO GROUPS
BASED ON THE DATA IN ORDER TO
SEND THEM RELEVANT
INFORMATION
150
AGE INCOME
BIG BAND MUSIC
SHOW
DAYTIME EVENT
YOUNG FRIENDS
EVENT
HISTORIC ERA
PROGRAMMING
GALA EVENT
INVITATION
VIP SEATING
FUNDRAISING
APPEAL
LOW COST EVENTS
151
CHILDREN
AT HOME
CHILDREN’S
PROGRAMMING
DATE NIGHT
MESSAGING
CHILDCARE
DURING
PERFORMANCE
OVER 70
35-45
35 AND UP
ANY
50 AND UP
HIGH
MID
MID-HIGH
LOW
MID-HIGH
152
HIGH
LESS
HIGH
LESS
HIGH
BIG BAND
CONCERT VIP
SEATING
NIGHT OUT
MESSAGING
SUBSCRIPTION
FREE EVENT
PLANNED
GIVING
AGE INCOME ENGAGEMENT TARGET
ONLY SEND THE
RIGHT COMMS
TO THE RIGHT
PATRONS
153
154
155
156
157
158
159
SMALLER
MAILINGS +
MORE
VARIATIONS
STEP 4:
ADD NEW
PROSPECTS
LOOKALIKES
OR LOOKALIKES OF ONE SEGMENT
160
161
FINAL
Q&A
10 MINUTES
THANK
YOU!
CECI DADISMAN
cecidadisman@gmail.com // @cecidadisman

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