Optimising return on investment

Clara Avery Head of Research and Insight

Wednesday 20 March 2013

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

Us (and you)

Some of our achievement in 2008

Redesigned operating

model

Directorate operating model

Data Analysis

Data Insight

Philanthropic

Intelligence

Commercial

Intelligence

Consumer

Intelligence

Research & Insight team functions

Insight

Analysis

• EXPLORATORY PROSPECTING

• CAMPAIGN / ACTIVITY SPECIFIC REPORTING

• AUTOMATED DASHBOARDS

• DATA / SYSTEM ISSUE ESCALATION

• MANAGEMENT OF DATA CLEANSING AGENCY

• POPULATION SHIFTS / CUSTOMER AUDITS

• AUDIENCE PRIORITISATION /TARGETING

• MOTIVATION MODELLING

• PROPENSITY MODELS

• SEASONALITY / LOCALISATION / ECONOMETRICS

• SUPPORTER / CUSTOMER JOURNEYS

Examples of data insight and analysis

We heart data

animation

Building supporter & market insight

2. Demographics

The kind of people or orgs they are; age, wealth,

health, location, industry

3. Behaviours

The actions they take with us; how much/often they

give, the products they buy

1. Impacting trends

The social, political, technological and economic

world they live in

4. Motivations

The reasons they take those actions

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

Our core supporters

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…

Key support drivers for our donors

Cause Experience

Experience of our services and

products

Being charitable and caring

Being asked

External

Market Insight

Bottom Up

product

performance

Top Down

strategic

objectives

Becoming market lead

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Stretch Original

Invested in known winners

Individual marketing income

Understanding our challenges and

applying insight drives our growth

2012 £10m

2013 £15m

2010

£8m

£0.8m

- 2012

£15m

£5m

Growth through optimisation

Thanks!