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iModules Actionable Insights OverviewPresented by John White and Jason Roberts

913.888.0772 | imodules.com

Introductions

John White, Director of Product Management• Joined iModules January, 2014• Background in product management and data products• Kansas State Alumni Association 1995-2000

Jason Roberts, SVP Customer Success• Joined iModules in 2012• Leads the Client Services organization• Background in applying Advanced Analytics

Actionable Insights

What is it?

Why are we doing this?

Why is this important to each of you?

Online Engagement Challenges

• Identify who is engaged online and who is not, and who is likely to become engaged in the future

• Strategies to increase online engagement• Segment and target communications• Measure results• Track engagement over time• Control, reduce or reallocate expenses

Focus

Use Encompass data to help clients target constituents more effectively – thereby increasing online engagement in a more cost effective manner.

Data Analysis Process

Data: email activity, event activity, online giving, membership

Hygiene/Append

Data Mining & Modeling Process

Proprietary, Custom Scoring Models (CEI, PEI)

Engagement ScoresConstituent Engagement Index (CEI)Custom model that uses three years of engagement data from Encompass:• Email activity, event activity, online giving, membership (if applicable)• Measures a constituent’s level of online engagement via Encompass

Potential Engagement Index (PEI)Custom model uses data from Encompass and external (appended) data:• The model identifies up to 13 predictive values - combination of predictive values is unique to each institution• Measures a constituent’s propensity to engage online

Engagement Quadrant (EQ)• Using CEI and PEI scores, each constituent plotted to a quadrant • Key Target, Keeper, Committed, Unlikely Target

Engagement Quadrants

PEI Mean 5.5Total N=230,805

(N=96,493 41.8%) (N=23,145 10.0%)

(N=97,995 42.5%) (N=13,172 5.7%)

0 CEI Mean 122.3

Engagement Quadrants – by location

0

Within 150 miles: 138,850Outside 150 miles: 91,197

Within 150 miles: 50,167 (36%)Outside 150 miles: 46,057 (51%)

Within 150 miles: 12,855 (9%)Outside 150 miles: 10,227 (11%)

Within 150 miles: 66,520 (48%)Outside 150 miles: 31,097 (34%)

Within 150 miles: 9,308 (7%)Outside 150 miles: 3,816 (4%)

Engagement Quadrants – by grad year

0

1980’s: 32,9272000’s: 44,133

1980’s: 16,990 (52%)2000’s: 19,068 (43%)

1980’s: 4,756 (14%)2000’s: 4,045 (9%)

1980’s: 9,686 (29%)2000’s: 18,572 (42%)

1980’s: 1,495 (5%)2000’s: 2,448 (6%)

iModules Actionable Insights - Phase One

Data Management

• Data prep/clean up• Hygiene, append, scoring with custom models• Records count report, client profile, scores imported and rescored

Engagement Scores Available in Encompass

• CEI, PEI, EQ scores displayed within the Member record• Actionable Insights tab and homepage within the admin• Scores can be used with the Data Viewer query tool

Strategic Services

• Interpretation of results• Recommendations for first steps and specific strategies• Measurement and follow up

Applying Actionable Insights: Alumni Relations and CommunicationsIncrease online engagement• Enhance your current segmentation• Modify communication strategy

• Message • Frequency

• Longitudinal view of constituent engagement

• Identify online ambassadors

Impact offline activity• Adjust communication strategy based on

propensity to engage online• Potential for budget reallocation

(print/postage dollars)• Additional data point to identify

prospective volunteers, mentors, Board members…

Applying Actionable Insights:DevelopmentIncreasing alumni participation and

support• Enhance your current segmentation• Stewardship opportunity for donors

who engage online• Better insight into the Constituent’s

preference• Identify highly engaged non-donors –

and engage them

Impact offline activity• Combined with other metrics a more

complete constituent perspective is achieved

• Focus time and budget offline on those that are not likely to engage online

Making the Insights ActionableWith Actionable Insights you will be able to:• Target the populations to drive overall

engagement• Make conscious decisions around higher

investments to drive engagement• Set clear objectives, with specific actions and

responses that are measureable

ActionableInsights

Strategies and goals

Target and message

Determine measurements

Execute

Measure and

evaluate

Actionable Insights ExampleObjective:Drive increased engagement among Alumni living more than 150 miles from campus, with a focus on event participation

Measurement:Near term: Increased open rates, click through, and registrations for the events.Long term: Increased engagement (shift in engagement distribution)

0

Within 150 miles: 50,167 (36%)Outside 150 miles: 46,057 (51%)

Within 150 miles: 12,855 (9%)Outside 150 miles: 10,227 (11%)

Within 150 miles: 66,520 (48%)Outside 150 miles: 31,097 (34%)

Within 150 miles: 9,308 (7%)Outside 150 miles: 3,816 (4%)

0

Actionable Insights - ExampleIdentify the Populations• Use the Engagement Quadrants for

those that are > 150 miles from campus, but have not attended an event in the last year

Execute Strategy against each Quadrant

• ‘Key Targets’ – have different communication cadence and content

• ‘Keeper’ and ‘Committed’ – care and feeding

Top 10kAlumni

Outside 150 miles: 46,057 (51%)

Actionable Insights - ExampleMeasuring Results• Changes in Engagement are

not a short term measure• Strategies focus on changing

behavior, not just a ‘click’• Targeted segments of the

population are compared to their baseline for changes

0

Selected Population

Actionable Insights Features

• Actionable data• Minimal workload• Aligns with current business processes• Statistically based, custom models• Models are not static• Services included to support success• Optimize use of Encompass

Future Development

• Model inputs• Reporting and analytic capabilities• Trend analysis

iModules Actionable InsightsData Management

• Data prep/clean up• Hygiene, append, scoring with custom models• Records count report, client profile, scores imported and rescored

Engagement Scores Available in Encompass

• CEI, PEI, EQ scores displayed within the Member record• Actionable Insights tab and homepage within the admin• Scores can be used with the Data Viewer query tool

Strategic Services

• Interpretation of results• Recommendations for first steps and specific strategies• Measurement and follow up

Available Now

Who to Contact

Moving ForwardYour account manager

SizzlerYour account managerJohn WhiteJason RobertsMirko Widenhorn

913.888.0772 | imodules.com

Questions?

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Contact Information

John WhiteDirector of Product Managementjwhite@imodules.com

Jason RobertsSenior Vice President, Customer Successjroberts@imodules.com