Enhancing Engagement through Effective Profiling, Tracking, and Reporting Strategies
Discover the vital role of profiling and segmentation in enhancing supporter engagement. This session, led by Sarah Crowhurst from PETA, explores the benefits of effective data profiling, tracking essential metrics, and implementing conditional content techniques. Learn how to segment your audience effectively, track the right data, and personalize communications to increase action and involvement. Join us for practical steps and innovative strategies to optimize your outreach efforts and maximize supporter engagement.
Enhancing Engagement through Effective Profiling, Tracking, and Reporting Strategies
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Presentation Transcript
PROFILING, TRACKING AND REPORTING Profiling and Segmentation Sarah Crowhurst PETA
Profiling, tracking and reporting • What are the benefits of profiling and segmentation?
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data?
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking?
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking? • Adding tracking codes
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking? • Adding tracking codes • Practical steps to segmenting
Profiling, tracking and reporting • What are the benefits of profiling and segmentation? • How far should you go in segmenting data? • Tracking • What should you be tracking? • Adding tracking codes • Practical steps to segmenting • Conditional Content
Building profiles • These can be built by looking at levels of form data, types of activities and campaign issues. • Create a profile that includes various activity filters: form data, participation levels over time, net donor transaction data, e-activist activity types, question response, tracking values
Conditional content • By pulling in content on a landing page of an action that is different based on supporter activity, who they are / where they live, this can engage supporters, as the pages are being personalised.
Conditional content • http://action.peta.org.uk/ea-campaign/clientcampaign.do?ea.client.id=5&ea.campaign.id=7774&ea.url.id=38310&ea.campaigner.email=ErhKzbgv49AdgiMD5V88kJW68uLWBKD0&ea_broadcast_target_id=0&forwarded=true • http://action.peta.org.uk/ea-campaign/clientcampaign.do?ea.client.id=5&ea.campaign.id=7774&ea.url.id=38310&ea.campaigner.email=k3%2BBMN%2FP80%2FGmX5VqtEzzIXylaYN8uML&ea_broadcast_target_id=0&forwarded=true
Testing • Test • Test • Test again
Testing • Some examples Image and Text Test Runner-up (2,097 clicks) Winner (2,745 clicks)
Testing • Some examples Subject line test
Profiling, tracking and reporting Any Questions? Sarah Crowhurst SarahC@peta.org.uk http://www.PETA.org.uk
