Personas, Scoring & Segmentation: New Frameworks for Data Analysis

PERSONAS, SCORING
& SEGMENTATION:
NEW FRAMEWORKS
FOR DATA ANALYSIS
Suzanne Carawan, Chief Marketing Officer, HighRoad Solution
Tuesday, March 4th

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RESERVED 2014 ABILA
1
© COPYRIGHT ALL RIGHTS

BELIEVE THE HYPE?
Population changes


Baby Boomers v. Gen X v. Gen Y



New need to create demand

Same stuff isn’t working
Competition so need to differentiate
Now possible to do through technology at an
economical rate

3

© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

SHIFT IN MARKETING
STRATEGIES
Direct Marketing

4


Influence Marketing

HOT TECHNIQUES IN
MARKETING &
COMMUNICATIONS
1)

Content Marketing

2)

Live & Virtual Event Marketing

3)

Promoted Social/ Social Marketing

4)

Next Gen Email Marketing

5


COMMON FACTOR?

6


BUSINESS OBJECTIVES

7


RISE OF MARTECH

8


LOGICAL CONCLUSION

9


DATA LANDSCAPE
Not Just Events, Email & Website Analytics

Mobile
World

Content
World

Social
World

Event
World

Ad World
11


Data Flow
Diagram

12


Areas of
Analytics

13


SEGMENTATION
Slicin’ & Dicin’ for a Purpose

1)What are the
right slices?

2)What data do
we combine?
3)What data
don’t we have
now that we
really need?
15


DEFINED SEGMENTS
Create communication campaigns, programs, products
& services around them
Great for reporting (should be a KPI)
Save money

Reduce number of untargeted communications

16


SEGMENTATION DECISION
FRAMEWORK
What is the meaning of one orange?

-Attendee/Member Base?
-Market? Market Vertical?
-Major Donors?
How will you cut it?
-Demographics?
-Psychographics?
-Behavioral activities?

17


MOVING FROM SEGMENTS TO
PERSONAS
Process:
Take each segment and:
1)

1) Name it

2)

2) Describe it

3)

3) Write a benefit statement to clarify the business
purpose of this segment to the organization

18


VALUE PROP MATRIX

19


BUILDING ORG CAPACITY
Segmentation is a mindset that requires that you understand the:
1)

-data landscape
-software applications available
-the business goals
-analysis
-data-driven business decision-making

Train staff in all departments on:
-the mindset
-how to make queries in Query Central to populate other
systems
-how to read reports
-the basics of how the internet works, databases and the
concept of APIs

20


PERSONAS
Slicin’ & Dicin’ for a Purpose

FACTS ABOUT TODAY’S USER
Low attention span
Low memory
High number of alternatives

High volumes of information
High reliance on peer groups/influencers for decisionmaking

High levels of brand equity through referrals/WOM

22

www.highroadsol


MODERN METHOD: BE THERE
Your
brand

Your
brand

Your
brand

23


Your
brand

REALITY OF MASS MARKET

24


REALITY OF MASS MARKET

25


GENERATIONAL REFRESHER

Gen Z: 2001 to currentthe “Not Everyone Gets a Trophy” Gen
26


POPULATION ANALYSIS

27


USER’S JOURNEY MAP

28


3

8
6
4
4
5

2

6

1
29

5


7

3

8
6
4
4
5

2

6

1
30

5


7

BEHAVIORAL PROGRAMS
Value
Feeling
Experience Engag Influence
Prop
at End of Map
ement Points
(WIIFM) Event
Points
OWLs
SMPs
BOOMERS
GEN X:
(Jason &
Jennifer)
PITAs:
31


LEAD SCORING
Identifying high value
prospects, members & donors

17-27%

33


AM I IN THE CLUB?
Clues that you are a 17-27er

34


35


36


37


38

73-83%


Track every purchase
Only thing we kept was
how many sandwiches
were eaten
Manufacturing???

Trying to Track at Individual Level, but Serving Up
Content at the Aggregate Level.

39


40


41


42


Understand the weight
of each element
Understand the price
of each element

Track the total
consumption based
on the individual’s
selections
Understand tastes +
preferences + buying
patterns + input cost +
revenue
43


NEEDED CHANGES
Market differently—market the choices as the benefit

Fit in target audience lifestyle
Track at campaign level
One code across channels
Report at campaign level for C-level & Board level folks
Develop KPIs/dashboards

44


ENGAGEMENT INDEX
SCORING
Source

Raw

Weight

Weighted

# Attendees

1200

0.05

60

# Certification Registrants Sold

500

0.05

25

# New Members

1000

0.2

200

# New Volunteers

400

0.3

120

# New Donors

300

0.05

15

# New Signatures

500

0.3

150

# New Chaptersw

100

0.05

5

575Index Score

45


INFLUENCE INDEX SCORING

Source

Raw

Weight

Weighted

Facebook fans

1200

0.05

60

LinkedIn followers

500

0.05

25

# Site Visitors

1000

0.2

200

# Email Subscribers

400

0.3

120

# Twitter followers

300

0.05

15

# Voicemails Opened

500

0.3

150

# YouTube subscribers

100

0.05

5

575Index Score

46


SUMMARY
Changes from direct to influence marketing

Defined segments & go-to-market plan that ties into
business objectives for each is needed (and discipline!)
Use personas and journey maps to identify value
proposition, voice & offerings per segment
Multiple places to measuredistill down to easy way to
track
Market choices & fit into the lifestyle of your target users

47


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