Databases and Analytics

July 7, 2015Chris Pangretic

Director of Strategic Services

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What We Want to Cover

• Fundamentals – what it needs to do?

• Utilization – How will your organization use it?Databases

• Knowing Goals• Big or Smart?• Sources of Data• What to Measure• Watch Out!

Analytics

Marketing activity & results

B

MarketingDatabase

Analytics & Insights

Data-driven marketing!

Where we’ll focus within the process

Your organization

The “copycat” fundraising era is over, and it is imperative to articulate your unique position.

• The types of data collected and metrics that are important to your organizations are no longer the same even within the same verticals.

• Today’s leading organizations are leveraging their data to build new relationships, develop more dynamic segmentation strategies, and seeking new opportunities for growth.

“What is important to our organization?”

Database FundamentalsImagine that your organization effectively used all relevant information to make smarter decisions for sustained growth

But First…How Things Have Changed…

The Old Model…or better yet, the “Good Ol’ Days”…or “it’s so easy, a caveman can do it!”

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Donor

TM

Direct Mail

WebSites

Events/Major Gifts/ Planned

Giving

Where we are now!

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Donor

TM

Direct Mail

Website

Planned/Major Gifts

Social

Mobile

Video

Canvass

DRTV

Online Ads

Today, databases are more flexible to meet the evolving needs of

organizations

Landing Pages

Events

b

Email

ReduceCosts

ImproveLoyalty

IncreaseRevenue

Build Constituencies

or Relationships

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With any marketing database, the goals are the same

What You Should Expect From a Database to Achieve those Goals?

• Be the one place where all the relevant data is kept.

• Is built in a way that follows solid business rules across as many channels as possible.

• Has the capacity to grow as you grow.

• Captures necessary data based on program needs.

• Has good “standard” reporting in order to leverage data for better decision making.

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GiGo = Garbage in/ Garbage out…

Ask yourself, how should we be handling our data?

1. Collect what you only need to.2. Question how the data will be used.3. Discuss how will you get the data in…and just as

important, how will you get it out?4. Am I being consistent with how data is being collected

& stored?5. Is anything missing that will render the data less

useful (or useless)?

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AnalyticsThe key to maximizing value and sustained growth is getting the right information to the right people at the right time

Data and Decision-making Expectations

74%

67%

61%

78%

• How has access to useful data improved your ability to deepen your bond with your most valuable constituents over last year?

• To what extent do you believe that leveraging data to gain a deeper understanding of your most important customers has allowed you to grow/find more?

• To what extent do you believe that senior management expects you to make more data driven solutions over the next 12-24 months?

• To what extent do you believe that access to smart data has helped improve your ability to innovate over last year?

Source: Fall 2013 MIT and SAS Institute Study

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Big or Smart?

“Orgs Manage What They Measure”

• Define what productivity means to you and your organization

• Make sure the metrics are thought out and action oriented

• Capture benchmarks and set sustainable goals

• Ensure there are processes in place to get the data you need

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Insight…• into what levers you need to

pull to grow – where are we strong/ where are we not?

Improvement…• in current tactics through

innovative testing…always looking for ways to beat the current benchmarks.

Increase…• Your reach to new audiences

and deeper ties with current supporters…who’s doing what/ where?

Invest…• more effectively in order to

manage risk, budgets, forecasts, communications...by looking at both upfront and long term value.

What are trying to do with all this data?

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L – Lagging Benchmarking KPIs

C – Current Campaign Reports

L – Leading Forecasting/Budgeting

S – Strategic Scenario Building/Multi-Year Growth

Analytics – Balancing LCLS4 types of data that need to constantly be balanced in strategic decision-making:

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• Benchmarking – How do I compare to other organizations?

• Performance Indicator – Has my membership composition shifted?

• Investments Analytics – Which channel brings in the highest valued donor?

• Performance Reports – Which campaign brought in the most new donors?

• Segmentation – What segments worked for our test?

• Communication Analytics – How do I best convert online leads?

• Channel Analytics – Are you just converting existing donors to another channel?

Analytics – Many types

Some Measures of Success

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Basics

• Response Rates

• Average Gifts

• Net

Intermediate:

• Return on Investment (ROI)

• Conversion Rates

• Upgrading/ Downgrading

• Long Term Value (LTV)

Advanced

• Investment Level Metrics (Net LTV)

• MYM Target Development

• Engagement - Retargeting

• Community Impacts

• Pathway to Value Metrics (Attribution)

Watch out!Unintended Analytical Biases – some may have an interest in a test working.

Established goals! – Can only manage goals if they are set.

Lack of Data or Experience hinders Insight – who is setting up and who is reviewing?

Always be skeptical!

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Chris PangreticDirector of Strategic Services

202-503-3880cpangretic@integral-dc.com

www.integral-dc.com

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