market smarter not harder - using your own data to achieve success
TRANSCRIPT
USING YOUR OWN DATATO ACHIEVE SUCCESS
CECI DADISMANCARDINAL + COMPANY
LEE GALLAGHERARTS & ANALYTICS
WHAT ISPRECISION MARKETING?
16,000 MESSAGES A DAY
EVERY DAY:
269 Billion Emails (100B SPAM)532 Million FaceBook400 Million Tweets2 Million Blog Posts
KNOW ME OR NO ME*
91% are ACTIVELY opting out of emails
22% STOP DOING BUSINESS
44% UNDECIDED
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$5 x UNSUB + SPAM RATE = COST
*CMO COUNCIL SURVEY Artwork Copyright PMyrick 2017
PRECISION MARKETING DEFINED
Right Message
Right Channel
Right Target
Right Time
DATA
Age 45-64
Hobbies
Fashion & Jewelry
Average Income$55-99K
68%Married
93%College
11%Online &
On Credit
36%Equity
Builders
14%Financial Planners
Patrons are Highly Educated Living the High Life
Interests
93% Home Owner
65% Female
Married 68%
Have Children 27%
Culture
67%Books & Music
54%Cooking
32%Gourmet Food
44%Home Decorating
47%Outdoor
Enthusiast
50%
Children's Products51%
Health & Fitness47%
Travel & Entertainment
50%
Gardening40%
32%Catholic
45%Caucasian
43%Protestant
Charitable Donors
4%Jewish
Political
2%
Religious
4%
Environmental11%
13%Health
Campaign Up Sell~17,000patrons
Acquisition Campaign
~ 4000
84010
84124
84121
84117
84092
74K-94K
134K-176K
Auto Club Heavy Investment
Live Theatre
High Value Investor Target
Ready
Gardening
Campaign Targets
99K-124K
1%Mormon
Car Buff
37%
CASE STUDYREACTIVATION CAMPAIGN
OBJECTIVE: RE-ACTIVATE DORMANT PATRONS
DATA: • Total: 21M Transactions • Patrons: 366,000 Unique
Patrons • Households: 344,000
Unique Households • Two Years Lapsed
DIRECT MAIL POSTCARDS
Time Sensitive
Simple & Strong Copy. Strategically Designed in Z and F
Trusted Brand
DM STRATEGY:20,000 POSTCARDS1X TOUCHES
EM STRATEGY:23,000 EMAILS3X TOUCHES
PatronTransaction
Data
DemographicData
Household Patron Data
Patron Score
Patron Population
Democ
PRECISION MARKETING CAMPAIGN
ROI ReportingContinuous Improvement
IntegratedCampaign
DATA STRATEGY DEPLOY MEASURE
RESULTS
Overall Campaign Channel Results: 500% ROI
(Decrease)
(Decrease)
FULL CASE STUDY WWW.ARTSANDANALYTICS.COM
TRADITIONAL MARKETING
STEP 1:DATA APPENDTAKING KNOWN CONSUMER INFORMATION (AGE, INCOME, PRESENCE OF CHILDREN IN THE HOME, ETC.) AND MATCHING IT TO PATRONS ON YOUR LIST
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STEP 2:MERGE WITH EXISTING DATAHIGHLY ENGAGED PATRONS VS. LESS ENGAGED PATRONS
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HIGHLY ENGAGED
LESSENGAGED
SUBSCRIBERS
MULTI-BUYERS
YEARLY TICKET BUYERS
DONORS
VOLUNTEERS
OCCASIONAL BUYERS
OCCASIONAL DONORS
LIST PROSPECTS
EMAIL LIST MEMBERS
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STEP 3:SEGMENTDIVIDE YOUR LIST INTO GROUPS BASED ON THE DATA IN ORDER TO SEND THEM RELEVANT INFORMATION
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AGE INCOMEBIG BAND MUSIC
SHOW
DAYTIME EVENT
YOUNG FRIENDS EVENT
HISTORIC ERA PROGRAMMING
GALA EVENT INVITATION
VIP SEATING
FUNDRAISING APPEAL
LOW COST EVENTS
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CHILDREN AT HOME
CHILDREN’S PROGRAMMING
DATE NIGHT MESSAGING
CHILDCARE DURING
PERFORMANCE
OVER 70
35-45
35 AND UP
ANY
50 AND UP
HIGH
MID
MID-HIGH
LOW
MID-HIGH
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HIGH
LESS
HIGH
LESS
HIGH
BIG BAND CONCERT VIP
SEATING
NIGHT OUT MESSAGING
SUBSCRIPTION
FREE EVENT
PLANNED GIVING
AGE INCOME ENGAGEMENT TARGET
ONLY SEND THE RIGHT COMMS TO THE RIGHT PATRONS
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SMALLER MAILINGS +MORE VARIATIONS
STEP 4:ADD NEW PROSPECTSLOOKALIKES OR LOOKALIKES OF ONE SEGMENT
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DIGITAL MARKETING
EMAILMARKETINGHIGHEST ROI OF ALL DIGITAL MARKETING
METHODS. BRINGS IN $40 PER $1 SPENT.
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RELEVANTNOT RELEVANT NOT RELEVANT
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RELEVANT RELEVANTRELEVANT
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WHY SEGMENT?INCREASE OPEN RATES
INCREASE CONVERSIONS
DECREASE UNSUBSCRIBES
INCREASE CLICKTHROUGH RATES
MAKE PEOPLE HAPPIER
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HOW TO SEGMENTPURCHASE HISTORY
MEMBERSHIP STATUS
EMAIL BEHAVIOR (OPENS & CLICKS)
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NOT EVERYONE SHOULD GET EVERY EMAILHIGHLY ENGAGED PEOPLE CAN WITHSTAND
MORE MESSAGES. LESS ENGAGED PEOPLE
CANNOT.
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IMPORTANT!THE MESSAGE MUST MATCH THE SEGMENT
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EMAIL VERSIONSHIGHLY ENGAGEDACQUISITION
ALREADY BOUGHT
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NEXT STEP: DATA-DRIVEN FOLLOW-UPS
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FOLLOW UP
OPENED BUT DID NOT CLICK
CLICKED BUT DID NOT BUY
UPCOMING EVENT
DID NOT OPEN
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OPENED BUT DID NOT CLICK
Here is something else really cool about this event...
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CLICKED BUT DID NOT BUY
Hi! Is there any way that we can provide some extra help? 42
DID NOT OPEN
Here is a really provocative subject line to entice you...
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FACEBOOK ADVERTISINGTHE BEST BANG FOR YOUR BUCK IN TERMS
OF PAID SOCIAL MEDIA ADVERTISING.
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USING DATA IN YOUR PAIDCAMPAIGNS
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CUSTOM AUDIENCES
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STARTING DATA ENTIRE PATRON LISTPAST TICKET BUYERSPAST BUYERS FOR A PARTICULAR SHOWDONORSYOUNG FRIENDS MEMBERSPEOPLE ON YOUR EMAIL LIST
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LOOKALIKE AUDIENCES
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FRIENDS DON’T LET FRIENDS BOOST POSTSLIMITED TARGETINGNO PLACEMENT CHOICESCAN’T USE CUSTOM AUDIENCESLACK CAMPAIGN ORGANIZATION
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YOUR CONTENT & IMAGERY MUST MATCH THE TARGETING!
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THANK YOU!CECI DADISMANCARDINAL + COMPANY
[email protected]@cecidadisman
LEE GALLAGHERARTS & ANALYTICS