Campaigning data: the nuts and bolts

Iain Ure, Client Support

Welcome• Exporting

• Data cleanse end to end (almost)

• Lapsed supporters

Accurate data• Data you can use

• Accurate and easy reporting

• Predict future performance

• Integration with other applications

Exporting data – step 1• What question are you asking the system?

“Our latest petition attracted a lot of actions internationally. I want to see how they found out about it – was it via Facebook?”

Our latest petition → Campaigns

Internationally → form fields

“How … Facebook” → tracking values

Exporting data – step 2

Our petition actions

Tracking parameters

International only

Exporting data• What do you want to see?

• Constituent data• Transactional data

• Hybrid data• What else can I do?

• Mobile usage• Referrers• Crossover with fundraising• All supporters...

Data spring cleaning• Export “All users”

• Look for:• inconsistent country codes, region data• Missing fields e.g. first name• clear legacy import tags

Data spring cleaning• Backup the export

• Make your updates• [CLEAR]

• Delete unaltered columns and rows

• Remove awkward characters e.g. “ | and ,

• TIP: try a few rows first

Data spring cleaning• That was fun, but...

• Make data consistent as it goes into the system:• Validators, postcode anywhere• HTML formats on the supporter record• Confirm email address• Captchas

Lapsed supporters• How do you define lapsed?

• No campaigning actions within a year?• No email opens?

• Why do they matter?• Avoid “spamming”• Distorts reporting• What sort of supporter lapses?

Lapsed supporters• How do I find them?

• Profile• What are my options?

• Reactivation• One-off emails• Split test• Re-activation trigger series• Contact via other means – snail mail, social networks

• Delete• Delete supporters tool

New reporting options

1. Zero actions profile2. Country / region field3. Mobile usage4. Top three exports

Thank youiain@engagingnetworks.net