"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
Keeping it clean – a strategy for data management
1. Keeping it clean – a strategy for data
management
Branislava Milosevic
Senior Digital Consultant
Champollion Digital
@bubana
23/05/2013
2. Data – the building block of any
digital strategy
2
• Organisational vision
• Brand
• Digital vision – how can digital support the organisational vision?
• Internal & external analysis
• What do you need to maximise on this potential of digital?
• Processes - Planning & Evaluation
• Staffing – Structure, Skills & Training
• Systems - Data, Content
3. Data helps increase
donor loyalty
• Loyalty is based upon strong
relationships
• Relationships grow via regular
communications relevant to the user
• Consumers are increasingly treated to
personalised communications by
brands > segmentation based on 360
view of a customer
Data: Bloomerang and from The Rockefeller Corporation
4. Data – top tips
• Collect data
• Design journeys that your data can
deliver
• Analyse & learn from your journeys
• Data ownership > organisational
structures
5. Collect data
• Whenever there is an
interaction offline or online
• On every form (but don’t
over-do it)
• Collect data consistently
• Put in tracking codes on
links and landing pages –
hidden forms
6. Data – top tips
• Collect data
• Design journeys that your data can
deliver
• Analyse & learn from your journeys
• Data ownership > organisational
structures
8. Data – top tips
• Collect data
• Design journeys that your data
can deliver
• Analyse & learn from data
• Data ownership > organisational
structures
9. Data – top tips
• Collect data
• Design journeys that your data
can deliver
• Analyse & learn from data
• Data ownership > organisational
structures
13. Data – top tips
• Collect data
• Design journeys that your data
can deliver
• Analyse & learn from data
• Data ownership > use
organisational structures to plan
and segment based on internal
audience knowledge and data
15. www.champollion.co.uk 15
• Supporters more likely to
engage
• Small, focused email lists have
30%-40% open rate while big
lists have 11%-14%
• Emails sent to new supporters
have higher open rates >
opportunity to re-iterate your
brand and cause
Why we segment?
17. Segmentation- complexity
• Sophistication is great but start small – a lot can be achieved when
segmenting by:
– Sex
– Age
– Location
– Email open
– Purchase
– Click on a link in an email
•
Good data can drive automation and personalisation that isn’t Big
Brotherish
23. SMS World
Pay
Email PayPal
Main
website
microsite
Online
shop
Tribute
funds web2print
volunteer
space
Online
database
Main DB
Reporting
Virgin
Money
giving
justgiving
My donate
De-centralised 360
supporter view
•Reporting sources data from
all databases
•two-way data flow between
online and offline data
~Reports