1. Data integration enables smart campaigning Data Integration Workshop Engaging Networks Spark 2011 14 June 2011 by: Duane Raymond Duane@fairsay.com +44 207 993 4200

2. What data do you have and use? Data integration enables smart campaigning2

3. How do you currently use data? How many of you send the same asks to everyone on your list? How many segment by initial/past interest? How many segment by past activity level? How many segment by a supporter’s local targets’ position on an issue? How many present different actions to different supporters based on a simple rule? How else do you currently use data? Data integration enables smart campaigning3

4. Data enables smart campaigning Being relevant is one of the most effective ways to re- engage existing supporters and attract new supporters Being relevant is one of the effective ways to influence decision makers and media Data used intelligently helps your communications be relevant. Data integration enables smart campaigning4

5. Data is more useful when combined Your Data Donation data Campaign participation data Emailing data Other? Survey? Events? Work? Life stage? Open data Political Geographic Social media Data integration enables smart campaigning5

6. What have I done with data? Performance Analysis: linking up emailing with e-action data and see end-to-end performance on multiple KPIs Asked lapsed supporters what the campaign can do to get them back involved (and had a 15% response rate from lapsed supporters!) Asked 1GOAL supporters what World Cup football team they support and emailed them when their team was playing and scored to ask them to tell friends about 1GOAL Data integration enables smart campaigning6

7. What have I done with data? Auto-segment based on past participation levels and time since last participation to message them appropriately and get the most from each group Ask people who have NOT provided phone and address data to provide it once they have completed an action Inform people who did no opt-in that they will miss great campaigns and content and ask them to re opt-in Show how many other people from their area have joined the campaign Data integration enables smart campaigning7

8. Other ideas Have tailored messaging for different types of donors/non-donors do you only have appropriate asks for each Feed/widget with latest actions for supporters to embed in their sites/profiles Data integration enables smart campaigning8

9. How? Start with objectives What do you what to achieve? Data integration enables smart campaigning9

10. How with existing data? 1.Build profile based on past behaviour (participation, donations, emailing subscribes/opens/clicks, profile data and/or question responses) 2.Associate profile with a campaign and/or used to email a segment of the list Data integration enables smart campaigning10

11. How? For external data 1.Export existing data from Engaging Networks and match-up with other data source(s) 2.Add new data and re-import to Engaging Networks’ tools 3.Build profile based on past behaviour (participation, donations, emailing subscribes/opens/clicks, profile data and/or question responses) 4.Associate profile with a campaign and/or used to email a segment of the list Data integration enables smart campaigning11

12. Doing this with EN tools… Data integration enables smart campaigning12

13. Workshop What do you want to do with data? Why do you want to do this (e.g. what would it achieve)? What data do you need to do this? Data integration enables smart campaigning13

14. Questions? Comments? Input? More good stuff on e-campaigning at: Join the eCampaigning Community: fairsay.com/ecflistfairsay.com/ecflist FairSay Blog: http://fairsay.com/bloghttp://fairsay.com/blog Participate in ECF Europe 2-4 November, Vienna http://cee.ecampaigningforum.com Contact me: Duane Raymond Duane@fairsay.comDuane@fairsay.com Skype / Twitter: fairsay http://fairsay.com +44 207 993 4200 Data integration enables smart campaigning14