Market Smarter Not Harder - Using Your Own Data To Achieve Success

USING YOUR OWN DATATO ACHIEVE SUCCESS

CECI DADISMANCARDINAL + COMPANY

LEE GALLAGHERARTS & ANALYTICS

WHAT ISPRECISION MARKETING?

16,000 MESSAGES A DAY

EVERY DAY:

269 Billion Emails (100B SPAM)532 Million FaceBook400 Million Tweets2 Million Blog Posts

KNOW ME OR NO ME*

91% are ACTIVELY opting out of emails

22% STOP DOING BUSINESS

44% UNDECIDED

4

$5 x UNSUB + SPAM RATE = COST

*CMO COUNCIL SURVEY Artwork Copyright PMyrick 2017

PRECISION MARKETING DEFINED

Right Message

Right Channel

Right Target

Right Time

DATA

Age 45-64

Hobbies

Fashion & Jewelry

Average Income$55-99K

68%Married

93%College

11%Online &

On Credit

36%Equity

Builders

14%Financial Planners

Patrons are Highly Educated Living the High Life

Interests

93% Home Owner

65% Female

Married 68%

Have Children 27%

Culture

67%Books & Music

54%Cooking

32%Gourmet Food

44%Home Decorating

47%Outdoor

Enthusiast

50%

Children's Products51%

Health & Fitness47%

Travel & Entertainment

50%

Gardening40%

32%Catholic

45%Caucasian

43%Protestant

Charitable Donors

4%Jewish

Political

2%

Religious

4%

Environmental11%

13%Health

Campaign Up Sell~17,000patrons

Acquisition Campaign

~ 4000

84010

84124

84121

84117

84092

74K-94K

134K-176K

Auto Club Heavy Investment

Live Theatre

High Value Investor Target

Ready

Gardening

Campaign Targets

99K-124K

1%Mormon

Car Buff

37%

CASE STUDYREACTIVATION CAMPAIGN

OBJECTIVE: RE-ACTIVATE DORMANT PATRONS

DATA: • Total: 21M Transactions • Patrons: 366,000 Unique

Patrons • Households: 344,000

Unique Households • Two Years Lapsed

DIRECT MAIL POSTCARDS

Time Sensitive

Simple & Strong Copy. Strategically Designed in Z and F

Trusted Brand

DM STRATEGY:20,000 POSTCARDS1X TOUCHES

EMAIL

EM STRATEGY:23,000 EMAILS3X TOUCHES

PatronTransaction

Data

DemographicData

Household Patron Data

Patron Score

Patron Population

Democ

PRECISION MARKETING CAMPAIGN

ROI ReportingContinuous Improvement

IntegratedCampaign

DATA STRATEGY DEPLOY MEASURE

RESULTS

Overall Campaign Channel Results: 500% ROI

(Decrease)

(Decrease)

FULL CASE STUDY WWW.ARTSANDANALYTICS.COM

TRADITIONAL MARKETING

STEP 1:DATA APPENDTAKING KNOWN CONSUMER INFORMATION (AGE, INCOME, PRESENCE OF CHILDREN IN THE HOME, ETC.) AND MATCHING IT TO PATRONS ON YOUR LIST

15

STEP 2:MERGE WITH EXISTING DATAHIGHLY ENGAGED PATRONS VS. LESS ENGAGED PATRONS

16

HIGHLY ENGAGED

LESSENGAGED

SUBSCRIBERS

MULTI-BUYERS

YEARLY TICKET BUYERS

DONORS

VOLUNTEERS

OCCASIONAL BUYERS

OCCASIONAL DONORS

LIST PROSPECTS

EMAIL LIST MEMBERS

17

STEP 3:SEGMENTDIVIDE YOUR LIST INTO GROUPS BASED ON THE DATA IN ORDER TO SEND THEM RELEVANT INFORMATION

18

AGE INCOMEBIG BAND MUSIC

SHOW

DAYTIME EVENT

YOUNG FRIENDS EVENT

HISTORIC ERA PROGRAMMING

GALA EVENT INVITATION

VIP SEATING

FUNDRAISING APPEAL

LOW COST EVENTS

19

CHILDREN AT HOME

CHILDREN’S PROGRAMMING

DATE NIGHT MESSAGING

CHILDCARE DURING

PERFORMANCE

OVER 70

35-45

35 AND UP

ANY

50 AND UP

HIGH

MID

MID-HIGH

LOW

MID-HIGH

20

HIGH

LESS

HIGH

LESS

HIGH

BIG BAND CONCERT VIP

SEATING

NIGHT OUT MESSAGING

SUBSCRIPTION

FREE EVENT

PLANNED GIVING

AGE INCOME ENGAGEMENT TARGET

ONLY SEND THE RIGHT COMMS TO THE RIGHT PATRONS

21

22

23

24

25

26

27

SMALLER MAILINGS +MORE VARIATIONS

STEP 4:ADD NEW PROSPECTSLOOKALIKES OR LOOKALIKES OF ONE SEGMENT

28

29

DIGITAL MARKETING

EMAILMARKETINGHIGHEST ROI OF ALL DIGITAL MARKETING

METHODS. BRINGS IN $40 PER $1 SPENT.

31

RELEVANTNOT RELEVANT NOT RELEVANT

32

RELEVANT RELEVANTRELEVANT

33

WHY SEGMENT?INCREASE OPEN RATES

INCREASE CONVERSIONS

DECREASE UNSUBSCRIBES

INCREASE CLICKTHROUGH RATES

MAKE PEOPLE HAPPIER

34

HOW TO SEGMENTPURCHASE HISTORY

MEMBERSHIP STATUS

EMAIL BEHAVIOR (OPENS & CLICKS)

35

NOT EVERYONE SHOULD GET EVERY EMAILHIGHLY ENGAGED PEOPLE CAN WITHSTAND

MORE MESSAGES. LESS ENGAGED PEOPLE

CANNOT.

36

IMPORTANT!THE MESSAGE MUST MATCH THE SEGMENT

37

EMAIL VERSIONSHIGHLY ENGAGEDACQUISITION

ALREADY BOUGHT

38

NEXT STEP: DATA-DRIVEN FOLLOW-UPS

39

FOLLOW UP

OPENED BUT DID NOT CLICK

CLICKED BUT DID NOT BUY

UPCOMING EVENT

DID NOT OPEN

40

OPENED BUT DID NOT CLICK

Here is something else really cool about this event...

41

CLICKED BUT DID NOT BUY

Hi! Is there any way that we can provide some extra help? 42

DID NOT OPEN

Here is a really provocative subject line to entice you...

43

FACEBOOK ADVERTISINGTHE BEST BANG FOR YOUR BUCK IN TERMS

OF PAID SOCIAL MEDIA ADVERTISING.

44

USING DATA IN YOUR PAIDCAMPAIGNS

45

CUSTOM AUDIENCES

46

STARTING DATA ENTIRE PATRON LISTPAST TICKET BUYERSPAST BUYERS FOR A PARTICULAR SHOWDONORSYOUNG FRIENDS MEMBERSPEOPLE ON YOUR EMAIL LIST

47

LOOKALIKE AUDIENCES

48

49

FRIENDS DON’T LET FRIENDS BOOST POSTSLIMITED TARGETINGNO PLACEMENT CHOICESCAN’T USE CUSTOM AUDIENCESLACK CAMPAIGN ORGANIZATION

50

51

52

YOUR CONTENT & IMAGERY MUST MATCH THE TARGETING!

53

54

55

56

THANK YOU!CECI DADISMANCARDINAL + COMPANY

cecidadisman@gmail.com@cecidadisman

LEE GALLAGHERARTS & ANALYTICS

lee@artsandanalytics.com