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1a profiling and segmentation AO community conference

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What are the benefits of profiling and segmentation? Sarah Crowhurst, International New Media Fundraising Co-ordinator for PETA will look at the types of profiles that are most useful for organisations to build and maintain, examining the types of data that should be collected, and the transactional and source data that is most effective, focusing on the data collected in the Advocacy Online platform. Taking profiles a step further, what are the practical steps to segmenting data records? What tools are available in the Advocacy Online platform to make this job as simple as possible?

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1a profiling and segmentation AO community conference

  1. 1. PROFILING, TRACKING AND REPORTING Profiling and Segmentation Sarah Crowhurst PETA
  2. 2. Profiling, tracking and reporting <ul><li>What are the benefits of profiling and segmentation? </li></ul>
  3. 3. Profiling, tracking and reporting <ul><li>What are the benefits of profiling and segmentation? </li></ul><ul><ul><li>How far should you go in segmenting data? </li></ul></ul>
  4. 4. Profiling, tracking and reporting <ul><li>What are the benefits of profiling and segmentation? </li></ul><ul><ul><li>How far should you go in segmenting data? </li></ul></ul><ul><li>Tracking </li></ul>
  5. 5. Profiling, tracking and reporting <ul><li>What are the benefits of profiling and segmentation? </li></ul><ul><ul><li>How far should you go in segmenting data? </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>What should you be tracking? </li></ul></ul>
  6. 6. Profiling, tracking and reporting <ul><li>What are the benefits of profiling and segmentation? </li></ul><ul><ul><li>How far should you go in segmenting data? </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>What should you be tracking? </li></ul></ul><ul><li>Adding tracking codes </li></ul>
  7. 7. Profiling, tracking and reporting <ul><li>What are the benefits of profiling and segmentation? </li></ul><ul><ul><li>How far should you go in segmenting data? </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>What should you be tracking? </li></ul></ul><ul><li>Adding tracking codes </li></ul><ul><li>Practical steps to segmenting </li></ul>
  8. 8. Profiling, tracking and reporting <ul><li>What are the benefits of profiling and segmentation? </li></ul><ul><ul><li>How far should you go in segmenting data? </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>What should you be tracking? </li></ul></ul><ul><li>Adding tracking codes </li></ul><ul><li>Practical steps to segmenting </li></ul><ul><li>Conditional Content </li></ul>
  9. 9. Building profiles <ul><li>These can be built by looking at levels of form data, types of activities and campaign issues. </li></ul><ul><li>Create a profile that includes various activity filters: form data, participation levels over time, net donor transaction data, e-activist activity types, question response, tracking values </li></ul>
  10. 10. Conditional content <ul><li>By pulling in content on a landing page of an action that is different based on supporter activity, who they are / where they live, this can engage supporters, as the pages are being personalised. </li></ul>
  11. 11. Conditional content <ul><li>http://action.peta.org.uk/ea-campaign/clientcampaign.do?ea.client.id=5&ea.campaign.id=7774&ea.url.id=38310&ea.campaigner.email=ErhKzbgv49AdgiMD5V88kJW68uLWBKD0&ea_broadcast_target_id=0&forwarded=true </li></ul><ul><li>http://action.peta.org.uk/ea-campaign/clientcampaign.do?ea.client.id=5&ea.campaign.id=7774&ea.url.id=38310&ea.campaigner.email=k3%2BBMN%2FP80%2FGmX5VqtEzzIXylaYN8uML&ea_broadcast_target_id=0&forwarded=true </li></ul>
  12. 12. Testing <ul><li>Test </li></ul><ul><li>Test </li></ul><ul><li>Test again </li></ul>
  13. 13. Testing <ul><li>Some examples </li></ul><ul><li>Image and Text Test </li></ul><ul><li>Runner-up (2,097 clicks)   </li></ul><ul><li>Winner (2,745 clicks) </li></ul>
  14. 14. Testing <ul><li>Some examples </li></ul><ul><li>Subject line test </li></ul>Message Open Rate Click Rate Tofu Vs. Meat: Who Will Win? 374 13.64% Watch a PETA VP Debate in College Station, Plus Get a FREE Tee! 397 9.32%
  15. 15. Profiling, tracking and reporting Any Questions? Sarah Crowhurst [email_address] http://www.PETA.org.uk

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