Society for Neuroscience Case Study from Personify 2014

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Society for Neuroscience Case Study from Personify 2014

  1. 1. Target Marketing for Enhanced Engagement Society for Neuroscience
  2. 2. About Society for Neuroscience • Largest base of scientists & physicians understanding the brain & nervous system • 42,000 members • 90 countries • 130 chapters
  3. 3. Fast Facts of SfN Email Program • 230,238 subscribers • Heavy email sending calendar • Using promotional & transactional message sending platforms
  4. 4. SfN Email Portfolio – The Journal of Neuroscience – Advocacy Network Newsletter – Friends of SfN Fund – Exhibitor Sales – Neuroscience Nexus (News) – Special Programs (Brain Awareness Video Campaign) – Job Updates – Event Marketing (webinar, conferences, etc) – Renewals & Membership – Chapter Emails • On average, have a send scheduled 4 days per week
  5. 5. Challenges • How to radically increase the targeting & relevance to members while lowering the workload for staff?
  6. 6. SfN’s Road to Relevance • Get the Right: – Data – People – Content – Experience – Messaging Process
  7. 7. Road to Relevancy: 1) Right Data: Segmentation Sync
  8. 8. Road to Relevancy: 1) Right Data: Marketing Module
  9. 9. Results of Using Right Data for Relevancy • Integration Provided SfN with: – Pre-segmentation mailing groups that are automatically updated based on dates, opt-in/out and manual staff updates – Provided mechanism for staff to do queries in Personify Marketing Module that will automatically create/update new segments in email database – Highly targeted lists based on demographic and behavioral criteria
  10. 10. Road to Relevancy: 2) Right People • Give People Content Choices: – Only want to talk to people that want to listen! • Driven by interest areas in Person record
  11. 11. Road to Relevancy: 2) Right People
  12. 12. Road to Relevancy: 2) Right People
  13. 13. Road to Relevancy: Hyper-personalization
  14. 14. Road to Relevancy: 3) Right Content • Implemented a taxonomy in the content management system that perfectly matches the interest areas in the Personify Customer record • Integration automatically matches content to member and dynamically populates email template • Email template includes logic to decide how many articles are served up to each user, what to display and more
  15. 15. Road to Relevancy: 3) Right Content (Member Portal)
  16. 16. Road to Relevancy: 3) Right Content (Personify)
  17. 17. Road to Relevancy: 3) Right Content (CMS)
  18. 18. Road to Relevancy: 3) Right Content (Hyper-personalized)
  19. 19. Road to Relevancy: 4) Right Experience • Ensure that email can be read on any device • Responsive screenshot
  20. 20. Road to Relevancy: 5) Right Messaging Process Transactional: Many-to-Many Promotional: One-to-Many
  21. 21. Road to Relevancy: 5) Right Messaging Process • Move from manual creation of emails to automation • Focus organization on content creation & curation and not delivery • Focus on how to measure and improve
  22. 22. Road to Relevancy: 5) Right Messaging Process
  23. 23. Results of Relevancy
  24. 24. Results of Relevancy
  25. 25. Results of Relevancy
  26. 26. Results of Relevancy
  27. 27. Results of Identifying the Right People for Relevancy

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