directemail wwf dataminingvsdatameaning_serge_s
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Direct (e) Mail
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Serge SchmitzManaging Director at Just Efficient
My favourite song: Magnificent van U2
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Data Miningvs.Data Meaning
Data Miningvs.Data Meaning
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New boss
New rules ?
dcongress – BDMA – October 25, 2012
Data Mining vs. Data Meaning
Serge Schmitz – www.justefficient.com
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Offline or online magazine ?SituationAll members receive quarterly the Panda Magazinein their mailbox
ObjectiveReduce WWF footprint by printing less (paper, transportation) without affecting members loyalty
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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Offline or online magazine ?ApproachQuestion asked at face‐to‐face recruitment moment :
You have the choice, do you prefer to receive our magazine online or on paper ?
Phone survey to a limited group :Did you know your Panda Magazine exists online as well ? Would you like to switch from the paper version to the online one ?
Results : About 70% chose the online version !!!
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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Offline or online magazine ?BUT …
WWF did some qualitative survey (group discussions) as well :
The primary tangible link between WWF and its members is the Panda Magazine.Switching to online would weaken the relationship.
LearningsHard data need to be completed with soft data
There is often a difference between what is said and what is meant
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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Custometer survey – oct 2011 – 456 interviews
Panda magazine du WWF Benchmark
28 min average reading time
Relayed characteristics :dynamic, reliable, human, efficient
8.6 recommendation score
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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What offerto whom ?
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Profiling & adapting the offerRecruitment channelface‐to‐face (street, door‐to‐door, event)telemarketingpaper (mailing, advertisement)screen (e‐mail, web)AV media (TV, radio)
Level of engagementsigning petitionsubscribing to e‐newsproject‐based givingregular giving (member, adopter)after‐death giving
MotivationsEnvironment Climate Endangered species Sustainable development
Socio‐demo“Grey” animal lovers (65+)Grand‐parents (50‐65y)Parents (30‐45y) with kids 7‐12yKids 7‐12y
Beneficiaryfor yourselffor others
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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Profiling & adapting the offer
Regular supportof species
Regular supportof the organization
Subscription toPanda magazine
One‐off supportof project
Legacy
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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ChannelisChannel
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Channel is channel
Face‐to‐face
Telemarketing
Direct mailing
Online
AV media (radio, TV)
Recruitment channel
Voice (f2f, tel, radio)
Paper (mailing, advertisement)
Screen (large or small)
Relationship channel
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com
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MerciDank UThank You
Data Mining vs. Data Meaning
dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com