Optimising return on investment

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Optimising return on investment

  1. 1. Optimising returnon investmentClara AveryHead of Research and InsightWednesday 20 March 2013
  2. 2. What we’ll cover… 1. The Macmillan team and our ambition 2.Why we love data and which data we love 3. The role of insight in planning and evaluation 4. Delivering success – applying insight
  3. 3. Us (and you)
  4. 4. Some of our achievement in 2008
  5. 5. Redesigned operating modelDirectorate operating model
  6. 6. Consumer Intelligence Data Insight Commercial Intelligence Data Analysis Philanthropic IntelligenceResearch & Insight team functions
  7. 7. Examples of data insight and analysis • EXPLORATORY PROSPECTING • CAMPAIGN / ACTIVITY SPECIFIC REPORTING Analysis • AUTOMATED DASHBOARDS • DATA / SYSTEM ISSUE ESCALATION • MANAGEMENT OF DATA CLEANSING AGENCY • POPULATION SHIFTS / CUSTOMER AUDITS • AUDIENCE PRIORITISATION /TARGETING Insight • MOTIVATION MODELLING • PROPENSITY MODELS • SEASONALITY / LOCALISATION / ECONOMETRICS • SUPPORTER / CUSTOMER JOURNEYS
  8. 8. We heart data
  9. 9. animation
  10. 10. 1. Impacting trends 2. Demographics The social, political, The kind of people or orgs technological and economic they are; age, wealth, world they live in health, location, industry 3. Behaviours 4. Motivations The actions they take with The reasons they take us; how much/often they those actions give, the products they buyBuilding supporter & market insight
  11. 11. Mobile internet use at home is increasingrapidly ‘Which, if any, of the following have you ever done? Used the internet on your mobile phone while you were at home’ Source: nVision Research I Base 2,000 online respondents aged 16+, GB
  12. 12. Our core supporters
  13. 13. Tastes, preferences and passions, acquired as aresult of an individual’s social experiencesmotivate giving decisions.Personal and professional backgrounds, shape‘philanthropic autobiographies’ and influencedonors’ choice of beneficiaries.Kent University, Centre for Charitable Giving and PhilanthropyFindings of a study of donor perceptions of the nature anddistribution of charitable benefitDr Beth BreezeHow donors choose charities…
  14. 14. Being charitable and caring Being Cause asked Experience Experience of our services and productsKey support drivers for our donors
  15. 15. Top Down strategic objectives External Market Insight Bottom Up product performanceBecoming market lead
  16. 16. Invested in90000 known winners8000070000600005000040000300002000010000 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Stretch OriginalIndividual marketing income
  17. 17. Understanding our challenges andapplying insight drives our growth2012 2013£10m £15m
  18. 18. 2010 - 2012 £8m £15m £0.8m £5mGrowth through optimisation
  19. 19. Thanks!

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