Rhiannon Headlam, paid advertising strategist, Spindogs Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.ukVisit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. making the
most of your
digital data

2. Hello.

3. How can audience insights
help your digital marketing &
communications strategy?

4. GETTING NOTICED
There are many things in your
digital and communications
strategy that could get your
brand and content noticed,
but how do you know it's all
working?

5. Know your
audience
Knowing your audience is arguably
the most important part of a strategy.

6. THE GOOD NEWS?
You already have these tools
readily available.
They're free!

7. 3 ways to use data in your
campaigns

8. 01 What is your goal?
Educate?
Join newsletter?
Follow socially?
Gain support?
Acquire volunteers?
Raise donations?
Is it helping people?
Is there any purpose to
what you’re putting out?

9. 02 Data can help craft
engaging content.
Where are people dropping off?
Are you giving them what they need?
Google prefers relevant and optimized
content for their users

10. 03 Knowing where to look
Google Analytics
Social Media Analytics
Search Console
Google Trends

11. Google Analytics
•Understand demographics
•Discover how people navigate
through your website and where
they drop off
•Learn device site use
•Track ecommerce and goal
conversions

12. Overview

13. Interests & In-market Audience

14. Behaviour

15. Site Content

16. Goals

17. Search Console
Understand how people are
finding you through search.
Using search console you’ll
quickly see what people are
typing in to find your business
online, and where you can
improve your website content in
order to increase the likelihood of
you being found for desired key
phrases.

18. Social Media Analytics
where they are
how old are they?
what gender are they?
when are they most like to engage?
what content do they like?
Learn about your audience, and who they are as well as:

19. Insights
Get a good understanding of what
your social performance is like
currently
Look for areas of opportunity on
how you can reach your goals
through these social insights
What does this tell you about your
audience and what they engage
with?

20. Pageviews
Measure where your
page traffic is
coming from
Understand what
areas are most
popular

21. When are they online?
Shows you how your page
posts are performing
Gives you insights into
when people are engaging
with your posts

22. Who & where are they?
Learn about your
audience from their age,
gender & Demographic
to help your targeting
even further

23. What insight can you get from each
platform?

24. Google Facebook/Instagram
Where did they come from?
What source?
Their location
How long were they on the
website?
Did they complete an
event/goal?
Where did they leave the
website?
Their search intent
Gender
Location
Age
What they Engage in
What time

25. Case Study
National
Centre For
Mental
Health
(NCMH)
The brief
To assist with the
creation & execution of a
digital campaign to
generate responses for
an online survey
Identify platforms to
focus on
Facebook/Instagram,
google, twitter
Collect 800 responses

27. The Results
1919 submissions
Under budget

28. The Results

29. The Results

30. The Results

31. things to take away
A/B test is the perfect way to find out what
works best for your audience. test, test and
test again.
TEST EVERYTHING
Does your data tell you that your content
is valuable/ useful to the user?
KNOW YOUR AUDIENCE
You'll be surprised how much data you can
already find before even starting a
campaign.
LOOK AT THE DATA YOU
ALREADY HAVE
Knowing your goal will help you know what
data to look for
WHAT IS YOUR GOAL

32. Thank You!