Presentation on theme: "Using Analytic Dashboards to Target Unserved and Underserved Customers: A Northwest AHEC Case Study Pilot Project: OCTOBER 2009 – April 2010 Christopher."— Presentation transcript:
Using Analytic Dashboards to Target Unserved and Underserved Customers: A Northwest AHEC Case Study Pilot Project: OCTOBER 2009 – April 2010 Christopher A. Jones, M.H.A. Andrew Brewer Lee Howard
Presentation Outline Dashboards defined Attaining business goals through dashboards Modification of internal systems Data tracking marketing methods Using analytics to steer project Results of our project
Enterprise Dashboards An enterprise dashboard allows at-a-glance visualization of company health and monitoring of key performance indicators.
Doctor /Patient Scorecard
Balanced Scorecard Dashboard
Personalize contacts Promotions and incentives Report & Evaluate progress. Fine Tune Follow up Dashboards Marketing Process Real-Time Feedback
Business Improvement Method Using Dashboards 1.Identify a business opportunity. 2.Define the opportunity with data. 3.Assemble project teams. 4.Review existing data. 5.Define the goal. 6.Determine measurement metrics. 7.Set measurable objectives. 8.Divide and conquer.
1. Identify Opportunity What is your main business opportunity? You can search for it It can seek you out Front line staff may already know It can be in the form of a problem or an opportunity for growth or change.
Opportunity Revealed: Marketing strategy has gaps Marketing strategy discussion: Reduce snail mail. Use customer’s inboxes wisely. Reduce paper usage. Plan: From sending one per event. To one newsletter per discipline per month. To one newsletter to all per month. Opportunity Arises: Data source used for addresses did not encompass entire market. How complete is it?
2. Define the opportunity with data County **FY09 Health Professionals Served * 2007 Licensed Health ProfessionalsOutreach Percent Alexander % Iredell % Davidson % Catawba % Rowan % Surry % Stokes % Caldwell % Wilkes % Davie % Avery % Burke % Alleghany % Yadkin % Forsyth4,38910, % Watauga % Ashe % Total Outreach9,10726,34035% 17,233 9,107 Northwest AHEC Education Outreach FY09 * The Cecil G. Sheps Center for Health Services Research - North Carolina Health Professions Data System (HPDS) 2007 Data Book (http://www.shepscenter.unc.edu/hp/)http://www.shepscenter.unc.edu/hp/ **North Carolina AHEC Event Management Database FY09 Total Outreach9,10726,34035%
Outreach Percentage Circle Size = Total HP Red Intensity= Most served
3. Assemble project teams. Divide into project teams. Capable/culpable leaders. Arm teams with resources to succeed. Encourage creativity. Work independently. Report regularly.
4. Review Baseline Data
5. Define Goals Increase the reach of our marketing Reach those who are not in our database Allow customers to opt-in Collect additional data from customers Customer satisfaction Needs assessment Improve website conversion rates Improve marketing conversion rates Expand our mailing list
Types of Metrics What indicates success What indicates lack of progress Maximum & minimum alarms Sorting & grouping Northwest AHEC’s Metrics Registrations New customers Repeat customers Organization totals Page views Time on site Market penetration Organizational coverage 6. Determine Measurement Metrics
7. Provide Measurable Objectives In 4 least served counties: 1.Increase number of active customers in the database by 40% 2.Increase new registrations by 50% 3.Increase existing registrations by 30% 4.Increase number of repeat registrations by 20% 5.Increase market penetration by 3% new website users from targeted promotions Over all web traffic: 7.Increase number of new visitors to website by 20% 8.Increase visits, page views, and time on site by 10%
8. Divide and conquer Divide project among teams Work independently – Report regularly Team progress reporting Group progress reporting Provide tools for Team collaboration Project documentation Data visualization
Team Collaboration Site
Project management by each team
Project specific lists
URL Shortening Welcome Special Promotions Google Analytics Funneling Backend Modifications
Before _0_0/index.cfm?method=dotransition&_webFlowTr ansitionId=SET_DISCIPLINE_FILTER&discipline_fk s=3&utm_campaign=welcome&utm_source=pub&u tm_medium=web&utm_term=discipline After URL Shortening
Promo Codes Get users on the mailing list Free/Discount Content = New Customers Special Promotions
Administrative staff manages promotions
Customer registration page
Define a Goal See where users are getting off track See what’s working/not working Adjust accordingly Google Analytics Funneling
System Improvement Projects Other improvements to outfacing systems Allow customers to add themselves to statewide database Easy pathway from new customer survey to database Make all online registration fields required.
Tagging for Targeted Promos Campaign Source Content Term
Tagging for Targeted Promos
Targeted Promos: List Processing New Lists Compare/filter against database Mail merge (Excel & Word) Incentivize
Tagging for Targeted Promos
Nice. It Worked!
Paid Events Free Events
Productivity per project
Results - How did we do?
Number of new customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 New Customers Delta Alexander % Catawba % Davidson % Iredell % Average increase in targeted counties209% All others1,7711, % Objective 1: Increase customers in database by 40% In our four targeted counties
Registrations from new customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 New Customer Registrations Delta Alexander % Catawba % Davidson % Iredell % Average Increase (new)185% All others3,5822, % Objective 2: Increase new registrations by 50% In our four targeted counties
Registrations from existing customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 Existing Customer Registrations Delta Alexander % Catawba % Davidson % Iredell % Average Increase (existing)29% All others15,11811,636-3, % Objective 3: Increase Existing registrations by 30% Average Increase (New & Existing)109% In our four targeted counties
Repeat registrations from new customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 Repeat registrations from new customers Delta Alexander021+21NA Catawba % Davidson % Iredell % All others1,1811, % Objective 4: Increase repeat registrations by 20% Average Increase144% In our four targeted counties
Objective 5: Increase Market Penetration By 3% CountyUnique HPs served 10/1/2008 to 4/5/ /1/2009 to 4/5/2010 Alexander % Iredell % Davidson % Catawba % All Others7,4146, % CountyTotal Health Professionals 2007 Sheps Data 2008 Sheps Data Alexander % Iredell % Davidson14031, % Catawba3,0983, % All Others89,29093,5204,2305% Countyoutreach_percent 10/1/20 08 to 4/5/ /1/200 9 to 4/5/2010 Alexander17 %27%10% Iredell20%23%3% Davidson22%23%1% Catawba25%26%1% Average21%25%4% All Others8%7%-1% Average Increase 3.8%
Objective 7: Increase new visitors to website by 20%
Objective 8: Increase visits, page views, and time on site by 10%
Project Productivity Type New customers in targeted counties Cost of project Cost per customer in targeted county List processing350$800$2.28 Free online courses775$5,500$7.10 Site Visits286$3,900$13.60 Discounted online courses 19$290$15.26 Mailing packets38$1,470$38.68 Booth at events20$800$40.00 Surveys14$1,000$71.40 Grand Total 1,502$13,760$9.16
Thanks! Questions? Christopher A. Jones, M.H.A. Andrew Brewer Lee Howard