1. Direct (e) Mail

2. Serge Schmitz
Managing Director at Just Efficient
My favourite song: Magnificent van U2

3. Data Mining
vs.
Data Meaning

4. Data Mining vs. Data Meaning
New boss
New rules ?
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

5. Data Mining vs. Data Meaning
Offline or online magazine ?
Situation
All members receive quarterly the Panda Magazine
in their mailbox
Objective
Reduce WWF footprint by printing less (paper, transportation)
without affecting members loyalty
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

6. Data Mining vs. Data Meaning
Offline or online magazine ?
Approach
Question 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 !!!
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

7. Data Mining vs. Data Meaning
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.
Learnings
Hard data need to be completed with soft data
There is often a difference between what is said and what is meant
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

8. Data Mining vs. Data Meaning
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

9. Data Mining vs. Data Meaning
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

10. Data Mining vs. Data Meaning
Custometer survey – oct 2011 – 456 interviews
28 min average reading time
Relayed characteristics :
dynamic, reliable,
human, efficient
8.6 recommendation score
Panda magazine du WWF Benchmark
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

11. What offer
to whom ?

12. Data Mining vs. Data Meaning
Profiling & adapting the offer
Socio‐demo Recruitment channel
“Grey” animal lovers (65+) face‐to‐face (street, door‐to‐door, event)
Beneficiary telemarketing
Grand‐parents (50‐65y)
for yourself paper (mailing, advertisement)
Parents (30‐45y) with kids 7‐12y
for others screen (e‐mail, web)
Kids 7‐12y
AV media (TV, radio)
Level of engagement
signing petition Motivations
subscribing to e‐news Environment
project‐based giving Climate
regular giving (member, adopter) Endangered species
after‐death giving Sustainable development
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

13. Data Mining vs. Data Meaning
Profiling &
adapting the offer
Regular support
of species
Regular support
of the organization
Subscription to
Panda magazine
One‐off support
of project
Serge Schmitz – www.justefficient.com
Legacy dcongress – BDMA – October 25, 2012

14. Channel
is
Channel

15. Data Mining vs. Data Meaning
Channel is channel
Recruitment channel Relationship channel
Face‐to‐face
Voice (f2f, tel, radio)
Telemarketing
Direct mailing Paper (mailing, advertisement)
Online Screen (large or small)
AV media (radio, TV)
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012

16. Data Mining vs. Data Meaning
Merci
Dank U
Thank You
Serge Schmitz – www.justefficient.com dcongress – BDMA – October 25, 2012