Welcome to PowerTools Training! - Amazon S3...© Blue State Digital | Proprietary and Confidential 1...
Transcript of Welcome to PowerTools Training! - Amazon S3...© Blue State Digital | Proprietary and Confidential 1...
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1© Blue State Digital | Proprietary and Confidential
Welcome to PowerTools Training!
Setting Goals for Growth in the BSD ToolsMarch 17, 2016
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Housekeeping Notes
This is being recorded.
Please ask questions as we go.
We will email you the recording and reference materials.
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Introductions
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Introductions
Joined by:
Hi, I’m Gillea.
SethSVP, Client Services
OrwinDigital Analyst
PaulStrategy Director,
Analytics
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1Past Performance, Future Results
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ObjectiveOur topic today is how to use BSD Tools data to inform expectations of future results at your organization
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Past Performance, Future Results
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ChallengeHow much will our email list grow in 2016?
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Past Performance, Future Results
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Your CMO has a suggestion:
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Past Performance, Future Results
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Maybe we should aim bigger?
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Past Performance, Future Results
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Don’t chase round numbers Let’s go to the data to understand what is possible, and how we can achieve it.
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Past Performance, Future Results
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2Begin Demo
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3Strategy & Projections
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Strategy Levers
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Strategy & Projections
SOrganic CampaignsCan we repeat the success of our May campaign this year, and run a similar campaign in September?
Paid Media CampaignsAdvertising was an important factor last year. What is our budget for this year?
Site TrafficWe saw a steady trend last year, will that continue? Will the organization become more visible?
Signup FormOur firms conversion rate has been very consistent. Can we run experiments to improve performance?
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ProjectionLet’s estimate the effect of potential strategic inputs
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Strategy & Projections
Lever Strategy Projected Signups Running Total
Starting Point 5,000
Organic Campaigns Run two campaigns 2 x 3,500 12,000
Paid Media Reduced budget at 1/3 of 2015 1,300 13,300
Site Traffic Continued growth at 8% 1.08 x 5,700 19,456
Signup Form Experiments to give an extra 5% bonus 0.05 x 5,700 19,756
Total 2016 Growth 14,756
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4Case Studies
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NAACP
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The NAACP’s growth is driven by media events
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Case Study // NAACP
Jan-12Feb-12Mar-12Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13Sep-13Oct-13Nov-13Dec-13Jan-14Feb-14Mar-14Apr-14May-14Jun-14Jul-14Aug-14Sep-14Oct-14Nov-14Dec-14
Trayvon Martin Killed
Zimmerman Trial
FergusonNon-Indictment
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California Hospital Association
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CHA’s growth is more consistent and concerted.Case Study // California Hospital Association
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Questions?
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