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Personas, Scoring & Segmentation: New Frameworks for Data Analysis

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Information about Personas, Scoring & Segmentation: New Frameworks for Data Analysis
Marketing

Published on March 5, 2014

Author: highroadsolution

Source: slideshare.net

Description

If you are skipping the process of segmentation, personas and lead scoring, you are skipping the purpose of modern marketing--to create user-centric campaigns that are delivered via a multi-channel approach understanding the multi-touchpoint nature of activation. This session was first given on March 5th at the Avectra/Abila Conference in Orlando, Florida.
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PERSONAS, SCORING & SEGMENTATION: NEW FRAMEWORKS FOR DATA ANALYSIS Suzanne Carawan, Chief Marketing Officer, HighRoad Solution Tuesday, March 4th © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RESERVED 2014 ABILA 1 © COPYRIGHT ALL RIGHTS

DEMAND CREATION why now

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 3 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

SHIFT IN MARKETING STRATEGIES Direct Marketing 4 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA Influence Marketing

HOT TECHNIQUES IN MARKETING & COMMUNICATIONS 1) Content Marketing 2) Live & Virtual Event Marketing 3) Promoted Social/ Social Marketing 4) Next Gen Email Marketing 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

COMMON FACTOR? 6 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

BUSINESS OBJECTIVES 7 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

RISE OF MARTECH 8 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

LOGICAL CONCLUSION 9 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

DATA LANDSCAPE Not Just Events, Email & Website Analytics

Mobile World Content World Social World Event World Ad World 11 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

Data Flow Diagram 12 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

Areas of Analytics 13 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

SEGMENTATION Slicin’ & Dicin’ for a Purpose

1)What are the right slices? 2)What data do we combine? 3)What data don’t we have now that we really need? 15 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

DEFINED SEGMENTS Create communication campaigns, programs, products & services around them Great for reporting (should be a KPI) Save money Reduce number of untargeted communications 16 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

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? 17 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

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 18 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

VALUE PROP MATRIX 19 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

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 20 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

PERSONAS Slicin’ & Dicin’ for a Purpose

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 decisionmaking High levels of brand equity through referrals/WOM 22 www.highroadsol © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

MODERN METHOD: BE THERE Your brand Your brand Your brand 23 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA Your brand

REALITY OF MASS MARKET 24 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

REALITY OF MASS MARKET 25 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

GENERATIONAL REFRESHER Gen Z: 2001 to currentthe “Not Everyone Gets a Trophy” Gen 26 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

POPULATION ANALYSIS 27 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

USER’S JOURNEY MAP 28 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

USER’S JOURNEY MAP 3 8 6 4 4 5 2 6 1 29 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 7

USER’S JOURNEY MAP 3 8 6 4 4 5 2 6 1 30 5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 7

BEHAVIORAL PROGRAMS Value Feeling Experience Engag Influence Prop at End of Map ement Points (WIIFM) Event Points OWLs SMPs BOOMERS GEN X: (Jason & Jennifer) PITAs: 31 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

LEAD SCORING Identifying high value prospects, members & donors

17-27% 33 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

AM I IN THE CLUB? Clues that you are a 17-27er 34 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

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38 73-83% © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

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. 39 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

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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 43 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

NEEDED CHANGES 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 44 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

ENGAGEMENT INDEX SCORING 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 45 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

INFLUENCE INDEX SCORING 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 46 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

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 measuredistill down to easy way to track Market choices & fit into the lifestyle of your target users 47 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

Suzanne Carawan All Social: suzannecarawan scarawan@highroadsolution.com Booth #15 © COPYRIGHT ALL RIGHTS© COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RESERVED 2013 ABILA 48

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