The document discusses how optimizing return on investment through data analysis and insights. It outlines the Macmillan team and their focus on data-driven insights. Examples of data analysis include exploratory prospecting, campaign reporting, and automated dashboards. Insights are used to understand population shifts, audience prioritization, motivation modeling, and supporter journeys. Data is used to understand trends, demographics, behaviors, and motivations to build market and supporter insights. Applying these insights through strategic objectives allows the organization to optimize performance and become a market leader.

1. Optimising return
on investment
Clara Avery
Head of Research and Insight
Wednesday 20 March 2013

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. Us (and you)

5. Some of our achievement in 2008

10. Redesigned
operating
model
Directorate operating model

11. Consumer
Intelligence
Data Insight
Commercial
Intelligence
Data Analysis
Philanthropic
Intelligence
Research & Insight team functions

12. 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

13. We heart data

14. animation

15. 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 buy
Building supporter & market insight

17. Mobile internet use at home is increasing
rapidly
‘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

18. Our core supporters

19. Tastes, preferences and passions, acquired as a
result of an individual’s social experiences
motivate giving decisions.
Personal and professional backgrounds, shape
‘philanthropic autobiographies’ and influence
donors’ choice of beneficiaries.
Kent University, Centre for Charitable Giving and Philanthropy
Findings of a study of donor perceptions of the nature and
distribution of charitable benefit
Dr Beth Breeze
How donors choose charities…

20. Being charitable and caring
Being Cause
asked Experience
Experience of
our services and
products
Key support drivers for our donors

21. Top Down
strategic
objectives
External
Market Insight
Bottom Up
product
performance
Becoming market lead

22. Invested in
90000
known winners
80000
70000
60000
50000
40000
30000
20000
10000
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Stretch Original
Individual marketing income

23. Understanding our challenges and
applying insight drives our growth
2012 2013
£10m £15m

24. 2010 - 2012
£8m £15m
£0.8m £5m
Growth through optimisation

25. Thanks!