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This presentation was prepared for a IAB/UN LTD Digital Training session on 20 June 2014, where 26 people from various UN LTD charities (http://unltd.org.au/about-us/charity-partners/) learned more about digital marketing. The focus of this presentation was Measurement for Charities with a digital context. The main topics covered: - Top-Down view of Marketing Measurement - Steps to achieve Measurement Bliss in a complex digital world - Building the framework for continuous improvement through measurement Prepared and presented by: Greg Beazley: www.dtrt.co/gb au.linkedin.com/in/gregbeazley/ Alex Munro: http://www.dtrt.co/am au.linkedin.com/in/alexmunro Prepared on behalf of Datarati: www.datarati.com.au
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Measurement for Charities
IAB UN LTD
Prepared by: Greg Beazley & Alex Munro
● Introductions & DataratiWhere we are taking you
● Building your PlaybookWorking out what matters
● Building your Score BoardHow to get to the data
● Running your PlaysHow to use the data to perform better
Agenda
Look Out for these tips They are specific actions that you should take after today
Greg Beazley Alex Munro
● Senior Consultant● Surfer, Drummer, Blogger● Founded Surfers In A Dress
dtrt.co/gb
● Customer Insights Manager● Snowboarder, Tech-head, Data nut● Builds cars in spare time
dtrt.co/am
Introductions
Lifecycle Marketing Automation Agency
Marketing Automation & Change Management Strategy
Lead/Customer/Member Lifecycle Strategy
Implementation & Training
Campaign Planning & Execution
Creative, UX & Development
Analytics
datarati.com.au
● Raised over $17,000● Helped over 57 girls in Sierra
Leone gain access to education
Surfers In A Dress /surfersinadress
● Support of One Girl● Appeared on
Channel 7’s Sunrise
Top-Down view of Marketing Measurement
Steps to achieve Measurement Bliss in a complex digital world
Building the framework for continuous improvement through measurement
Where we are taking you
Building Your Playbook
Working out what metrics matter to your charity
Donations Focus?
Awareness Focus?
Community Engagement Focus?
What is your strategy?
Decide what your focus as a Marketing function is. You’ll need this to develop a model for measuring your charity’s performance
Example Donor Lifecycle
Aware of your cause
Engaged with your cause First Time Donor
Repeat DonorRegular DonorAdvocate for your cause
What Should you Measure?● What data and insights you need to make decisions?● How often do you need to make decisions?● Who are we measuring for?
List the questions you ask yourself when planning your Marketing e.g.
● What is my most effective tactic/channel in generating donations?● Where do I need to allocate my time and resources?● How well are each of my assets/investments performing for me?● Am I on track towards my marketing goals? What do I need to do to get there?● Do I need to decrease or increase my usage of resources?
Think about what you need to understand.
Choosing the right MetricsGood Metrics are;● Comparative● Understandable● A Ratio or Rate● Affects how you behave (Actionable)
Consider a Mix of;● Qualitative and Quantitative Metrics● Reporting vs Explorative Metrics● Leading vs Lagging Correlated
Building your model of Charity PerformanceIdentify what metrics affect others and document how the calculations are done.e.g. Profit = Revenue - Expenses
Visualise as a flow chart for yourselves and anyone else looking at the reports you generate/use.
Example Donation Performance Model
TotalDonations $
# Donations
Average Donation $
Total Touches
Facebook Fans
Twitter Followers
Email Subscribers
Events Held
# Emails Sent
X
Tweets/Mentions
Facebook Posts
Donation Page Visits
Work backwards from your Goal
Facebook Engagements
Twitter Engagements
Email Engagements
Event Attendees
Come up with a model that gives you the information you need for your marketing processes
Conversion Path Examples
TotalDonations $
# Donations
Average Donation $
Total Touches
Facebook Fans
X
Facebook Posts
Donation Page Visits
Facebook Engagements
1,000 50 p/m 60 clicks
60 visits 30 visits
4 donations
$25 avg.
$100
Conversion From > To Conversion Benchmark / Target
Success
Facebook Fans > Donations
0.4% 0.3% +0.1%
Engagement > Donation 6.6% 8% -1.4%
Touches > Donation Visits 50% 55% -5%
Donation Visits > Donation
13% 11% +2%
Why? Website optimisation? CTA moved?PayPal friendly
● 5 primary donation amounts in this data: $10, $25, $35, $50 and $100
● This result correlates to the hover text that appears when entering the donation amount on doitinadress.com
● Using hover text to contextualise a donation helps to increase donation value
Case Study Example
● 69% of SIAD donations were made between 12pm - 12am and 31% of donations were made between 12am - 12pm
● Donation volume increased around ~9am, after lunch time ~2pm and after work (5pm to 9pm)
● These results align with a study by Vitrue that showed:● The three biggest usage spikes
tend to occur on weekdays at 11am, 3pm and 8pm
● The biggest spike occurs at 3pm on weekdays
● Weekends attract the highest engagement on Facebook (TrackMaven)
● Sundays – the least popular day for posting – are 25% more effective, in terms of engagement, than posts published on Wednesdays
Case Study Example
Conversion Path Examples
1,000 520 75 clicks
75 visits 20 visits
5 donations
$20 avg.
$100
Conversion From > To Conversion Benchmark / Target
Success
Email Subs > Donations 0.5% 0.5% +0%
Emails Sent > Donations 0.96% 6.5% -5.54%
Engagement > Donation 6.6% 8% -1.4%
Touches > Donation Visits 27% 35% -7%
Donation Visits > Donation 25% 36% -1.4%
TotalDonations $
# Donations
Average Donation $
Total Touches
Email Subscribers
# Emails Sent
XDonation Page Visits
Email Engagements
Why? Website update? CTA moved?Faulty link?
Why? Low email deliverability?Spam content?Bad data?
Establish your benchmarks
Metric Benchmark (p/m) Target ResultResult / Target %
# Donations 500 550 600 +9%
$ Donations $2,000 $2,200 $1,700 -22.7%
Avg Donation $ $25 $30 $27.50 -8.3%
Registrations 80 100 110 +10%
Attendance 20 30 30 0%
Web Visits 3,200 4,000 3,800 -5%
Facebook Fans 1,200 1,500 1,000 -33.3%
Facebook Posts 50 60 60 0%
Facebook Clicks
70 100 80 -20%
How would you use this? 1. Track your
progress month to month
2. Provide an executive view of success
3. Use your conversion path results to provide insights to increases or decreases
Building Your Scoreboard
Getting the data you need in a place you can see and analyse it
Metrics & Tools
Web Analytics (Conversion Paths)
Google Analytics
Donations, RegistrationsCMS / Donation Platform
eg. causevox.com
Email PerformanceMailChimp, Campaign
Monitor
ProfilingCRM (Excel, Salesforce.
com)
Facebook EngagementFacebook Insights
Social EngagementHootsuite, SumAll
Web
Social
CRM
Google Analytics: Goals
Set up Goals: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030
Google Analytics: UTM
Donations
surfersinadress.com/?utm_source=Facebook
surfersinadress.com/?utm_source=Email&utm_Campaign=JuneNewsletter
Facebook Insights
Set up Facebook Insights: https://www.facebook.com/<yourpage>?sk=insights
MailChimp
Set up MailChimp Reports: http://mailchimp.com/resources/guides/understanding-reports/html/
Running Your Plays
How to use the data to make better decisions
Understanding what your levers are and how they work
70 | 20 | 10 Business as Usual | Optimising Existing Tactics | Blue Sky Ideas
Test and Learn
1. Observe/Measure the current state 2. Determine what needs to change in your
Model3. Develop a hypothesis on how that change
could be made4. Perform the change and test the result
Iterating through Marketing Decisions
Rinse & Repeat
How to go about your 20% and 10%
● Testing Between Iterations● Testing Within Iterations
● A/B Testing● Control Groups
Testing
Control Group
Send Email Campaign
Registered Members
Donated
500
50
http://visualwebsiteoptimizer.com/ab-split-significance-calculator/
1000
10
A/B Testing
Website Banner A Website Banner B
Web Traffic
Donated
1000 1000
50 100
http://visualwebsiteoptimizer.com/ab-split-significance-calculator/
BONUS ROUND
● Occam’s RazorGreat blog on setting up and using Google Analytics
● Marketing Metrics: The Definitive Guide to Measuring Marketing PerformanceFerris, P., Bendle, N.T., Pfeifer, P.E., Reibstein, D.J
● SumALLAlex’s Favourite Dashboard Tool
● Surfers In A Dress 2013 Case Study
Greg Beazley’s blog
● Google Analytics UTM TrackingHow to video
● A/B Test Calculator
Suggested Resources on Analytics for Digital
What next?
Questions?