Personas, Scoring & Segmentation: New Frameworks for Data Analysis
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Transcript of Personas, Scoring & Segmentation: New Frameworks for Data Analysis
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© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
PERSONAS, SCORING & SEGMENTATION: NEW FRAMEWORKS FOR DATA ANALYSIS
Suzanne Carawan, Chief Marketing Officer, HighRoad SolutionTuesday, March 4th
why now
DEMAND CREATION
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BELIEVE THE HYPE?
Population changes
Baby Boomers v. Gen X v. Gen Y
New need to create demand
Same stuff isn’t working
Competition so need to differentiate
Now possible to do through technology at an economical rate
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SHIFT IN MARKETING STRATEGIES
Direct Marketing
Influence Marketing
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HOT TECHNIQUES IN MARKETING & COMMUNICATIONS
1) Content Marketing
2) Live & Virtual Event Marketing
3) Promoted Social/ Social Marketing
4) Next Gen Email Marketing
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COMMON FACTOR?
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BUSINESS OBJECTIVES
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RISE OF MARTECH
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LOGICAL CONCLUSION
Not Just Events, Email & Website Analytics
DATA LANDSCAPE
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Content World
Event World
Ad World
Mobile World
Social World
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Data Flow Diagram
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Areas of Analytics
Slicin’ & Dicin’ for a Purpose
SEGMENTATION
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1)What are the right slices?
2)What data do we combine?
3)What data don’t we have now that we really need?
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DEFINED SEGMENTS
Create communication campaigns, programs, products & services around them
Great for reporting (should be a KPI)
Save money
Reduce number of untargeted communications
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SEGMENTATION DECISION FRAMEWORK
What is the meaning of one orange?
-Attendee/Member Base?-Market? Market Vertical?-Major Donors?
How will you cut it?
-Demographics?-Psychographics?-Behavioral activities?
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MOVING FROM SEGMENTS TO PERSONAS
Process:
Take each segment and:
1) 1) Name it
2) 2) Describe it
3) 3) Write a benefit statement to clarify the business purpose of this segment to the organization
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VALUE PROP MATRIX
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BUILDING ORG CAPACITY
Segmentation is a mindset that requires that you understand the:
1) -data landscape-software applications available-the business goals -analysis-data-driven business decision-making
Train staff in all departments on:
-the mindset-how to make queries in Query Central to populate other systems-how to read reports-the basics of how the internet works, databases and the concept of APIs
Slicin’ & Dicin’ for a Purpose
PERSONAS
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FACTS ABOUT TODAY’S USER
Low attention span
Low memory
High number of alternatives
High volumes of information
High reliance on peer groups/influencers for decision-making
High levels of brand equity through referrals/WOM
www.highroadsolution.com
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MODERN METHOD: BE THERE
Your brand
Your brand
Your brand
Your brand
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REALITY OF MASS MARKET
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REALITY OF MASS MARKET
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GENERATIONAL REFRESHER
Gen Z: 2001 to current-the “Not Everyone Gets a Trophy” Gen
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POPULATION ANALYSIS
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USER’S JOURNEY MAP
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USER’S JOURNEY MAP
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USER’S JOURNEY MAP
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BEHAVIORAL PROGRAMS
Value Prop(WIIFM)
Feeling at End of Event
Experience Map
Engagement Points
Influence Points
OWLs
SMPs
BOOMERS
GEN X:(Jason & Jennifer)
PITAs:
Identifying high value prospects, members & donors
LEAD SCORING
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17-27%
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AM I IN THE CLUB? Clues that you are a 17-27er
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38 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA73-83%
Club
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Track every purchase
Only thing we kept was how many sandwiches were eaten
Manufacturing???
Trying to Track at Individual Level, but Serving Up Content at the Aggregate Level.
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Understand the weight of each element
Understand the price of each element
Track the total consumption based on the individual’s selections
Understand tastes + preferences + buying patterns + input cost + revenue
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Market differently—market the choices as the benefit
Fit in target audience lifestyle
Track at campaign level
One code across channels
Report at campaign level for C-level & Board level folks
Develop KPIs/dashboards
NEEDED CHANGES
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Source Raw Weight Weighted
# Attendees 1200 0.05 60
# Certification Registrants Sold 500 0.05 25
# New Members 1000 0.2 200
# New Volunteers 400 0.3 120
# New Donors 300 0.05 15
# New Signatures 500 0.3 150
# New Chaptersw 100 0.05 5
575Index Score
ENGAGEMENT INDEX SCORING
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Source Raw Weight Weighted
Facebook fans 1200 0.05 60
LinkedIn followers 500 0.05 25
# Site Visitors 1000 0.2 200
# Email Subscribers 400 0.3 120
# Twitter followers 300 0.05 15
# Voicemails Opened 500 0.3 150
# YouTube subscribers 100 0.05 5
575Index Score
INFLUENCE INDEX SCORING
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SUMMARY
Changes from direct to influence marketing
Defined segments & go-to-market plan that ties into business objectives for each is needed (and discipline!)
Use personas and journey maps to identify value proposition, voice & offerings per segment
Multiple places to measuredistill down to easy way to track
Market choices & fit into the lifestyle of your target users
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Suzanne CarawanAll Social: [email protected] #15