This presentation was prepared for a IAB/UN LTD Digital Training session on 20 June 2014, where 26 people from various UN LTD charities (http://unltd.org.au/about-us/charity-partners/) learned more about digital marketing. The focus of this presentation was Measurement for Charities with a digital context. The main topics covered: - Top-Down view of Marketing Measurement - Steps to achieve Measurement Bliss in a complex digital world - Building the framework for continuous improvement through measurement Prepared and presented by: Greg Beazley: www.dtrt.co/gb au.linkedin.com/in/gregbeazley/ Alex Munro: http://www.dtrt.co/am au.linkedin.com/in/alexmunro Prepared on behalf of Datarati: www.datarati.com.au

1. Measurement for Charities
IAB UN LTD
Prepared by:
Greg Beazley & Alex Munro

2. ● Introductions & Datarati
Where we are taking you
● Building your Playbook
Working out what matters
● Building your Score Board
How to get to the data
● Running your Plays
How to use the data to perform better
Agenda
Look Out for these
tips
They are specific
actions that you
should take after
today

3. Greg Beazley Alex Munro
● Senior Consultant
● Surfer, Drummer, Blogger
● Founded Surfers In A Dress
dtrt.co/gb
● Customer Insights Manager
● Snowboarder, Tech-head, Data nut
● Builds cars in spare time
dtrt.co/am
Introductions

4. Lifecycle Marketing Automation Agency
Marketing Automation & Change
Management Strategy
Lead/Customer/Member Lifecycle
Strategy
Implementation & Training
Campaign Planning & Execution
Creative, UX & Development
Analytics
datarati.com.au

5. ● Raised over $17,000
● Helped over 57 girls in Sierra
Leone gain access to
education
Surfers In A Dress /surfersinadress
● Support of One Girl
● Appeared on
Channel 7’s Sunrise

6. Top-Down view of Marketing Measurement
Steps to achieve Measurement Bliss in a
complex digital world
Building the framework for continuous
improvement through measurement
Where we are taking you

7. Building Your
Playbook
Working out what metrics
matter to your charity

8. Donations Focus?
Awareness Focus?
Community Engagement Focus?
What is your strategy?
Decide what your focus as a Marketing
function is. You’ll need this to develop a model
for measuring your charity’s performance

9. Example Donor Lifecycle
Aware of your
cause
Engaged with your
cause
First Time Donor
Repeat DonorRegular Donor
Advocate for your
cause

10. What Should you Measure?
● What data and insights you need to make decisions?
● How often do you need to make decisions?
● Who are we measuring for?
List the questions you ask yourself when planning your Marketing e.g.
● What is my most effective tactic/channel in generating donations?
● Where do I need to allocate my time and resources?
● How well are each of my assets/investments performing for me?
● Am I on track towards my marketing goals? What do I need to do to get there?
● Do I need to decrease or increase my usage of resources?
Think about what you need to understand.

11. Choosing the right Metrics
Good Metrics are;
● Comparative
● Understandable
● A Ratio or Rate
● Affects how you behave (Actionable)
Consider a Mix of;
● Qualitative and Quantitative Metrics
● Reporting vs Explorative Metrics
● Leading vs Lagging Correlated

12. Building your model of Charity
Performance
Identify what metrics affect others and document how
the calculations are done.
e.g. Profit = Revenue - Expenses
Visualise as a flow chart for yourselves and anyone else
looking at the reports you generate/use.

13. Example Donation Performance Model
Total
Donations $
# Donations
Average
Donation $
Total
Touches
Facebook
Fans
Twitter
Followers
Email
Subscribers
Events Held
# Emails
Sent
X
Tweets/
Mentions
Facebook
Posts
Donation
Page Visits
Work backwards from your Goal
Facebook
Engagements
Twitter
Engagements
Email
Engagements
Event
Attendees
Come up with a model that gives you the
information you need for your marketing
processes

14. Conversion Path Examples
Total
Donations $
# Donations
Average
Donation $
Total
Touches
Facebook
Fans
X
Facebook
Posts
Donation
Page Visits
Facebook
Engagements
1,000 50 p/m 60 clicks
60 visits 30 visits
4 donations
$25 avg.
$100
Conversion From > To Conversion Benchmark /
Target
Success
Facebook Fans >
Donations
0.4% 0.3% +0.1%
Engagement > Donation 6.6% 8% -1.4%
Touches > Donation Visits 50% 55% -5%
Donation Visits >
Donation
13% 11% +2%
Why?
Website optimisation?
CTA moved?
PayPal friendly

15. ● 5 primary donation
amounts in this data:
$10, $25, $35, $50 and
$100
● This result correlates
to the hover text that
appears when entering
the donation amount
on doitinadress.com
● Using hover text to
contextualise a
donation helps to
increase donation
value
Case Study Example

16. ● 69% of SIAD donations were made
between 12pm - 12am and 31% of
donations were made between
12am - 12pm
● Donation volume increased around
~9am, after lunch time ~2pm and
after work (5pm to 9pm)
● These results align with a study by
Vitrue that showed:
● The three biggest usage spikes
tend to occur on weekdays at
11am, 3pm and 8pm
● The biggest spike occurs at
3pm on weekdays
● Weekends attract the highest
engagement on Facebook
(TrackMaven)
● Sundays – the least popular day for
posting – are 25% more effective, in
terms of engagement, than posts
published on Wednesdays
Case Study Example

17. Conversion Path Examples
1,000 520 75 clicks
75 visits 20 visits
5 donations
$20 avg.
$100
Conversion From > To Conversion Benchmark /
Target
Success
Email Subs > Donations 0.5% 0.5% +0%
Emails Sent > Donations 0.96% 6.5% -5.54%
Engagement > Donation 6.6% 8% -1.4%
Touches > Donation Visits 27% 35% -7%
Donation Visits > Donation 25% 36% -1.4%
Total
Donations $
# Donations
Average
Donation $
Total
Touches
Email
Subscribers
# Emails
Sent
X
Donation
Page Visits
Email
Engagements
Why?
Website update?
CTA moved?
Faulty link?
Why?
Low email deliverability?
Spam content?
Bad data?

18. Establish your benchmarks
Metric Benchmark (p/m) Target Result
Result /
Target %
# Donations 500 550 600 +9%
$ Donations $2,000 $2,200 $1,700 -22.7%
Avg Donation $ $25 $30 $27.50 -8.3%
Registrations 80 100 110 +10%
Attendance 20 30 30 0%
Web Visits 3,200 4,000 3,800 -5%
Facebook Fans 1,200 1,500 1,000 -33.3%
Facebook Posts 50 60 60 0%
Facebook
Clicks
70 100 80 -20%
How would you
use this?
1. Track your
progress month
to month
2. Provide an
executive view
of success
3. Use your
conversion path
results to
provide insights
to increases or
decreases

19. Building Your
Scoreboard
Getting the data you need
in a place you can see and
analyse it

20. Metrics & Tools
Web Analytics
(Conversion Paths)
Google Analytics
Donations, Registrations
CMS / Donation Platform
eg. causevox.com
Email Performance
MailChimp, Campaign
Monitor
Profiling
CRM (Excel, Salesforce.
com)
Facebook Engagement
Facebook Insights
Social Engagement
Hootsuite, SumAll
Web
Social
Email
CRM

21. Google Analytics: Goals
Set up Goals: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030

22. Google Analytics: UTM
Facebook
Twitter
Email
Donations
surfersinadress.com/?utm_source=Facebook
surfersinadress.com/?utm_source=Email&utm_Campaign=JuneNewsletter

23. SumAll
Set up SumAll: https://sumall.com

24. Facebook Insights
Set up Facebook Insights: https://www.facebook.com/<yourpage>?sk=insights

25. Hootsuite
Set up Hootsuite: https://hootsuite.com

26. MailChimp
Set up MailChimp Reports: http://mailchimp.com/resources/guides/understanding-reports/html/

27. Running Your
Plays
How to use the data to
make better decisions

28. Understanding what your levers are and how they
work
70 | 20 | 10
Business as Usual | Optimising Existing Tactics | Blue Sky Ideas
Test and Learn

29. 1. Observe/Measure the current state
2. Determine what needs to change in your
Model
3. Develop a hypothesis on how that change
could be made
4. Perform the change and test the result
Iterating through Marketing Decisions
Rinse &
Repeat

30. How to go about your 20% and 10%
● Testing Between Iterations
● Testing Within Iterations
● A/B Testing
● Control Groups
Testing

31. Control Group
Send Email Campaign
Registered
Members
Donated
500
50
http://visualwebsiteoptimizer.com/ab-split-significance-calculator/
1000
10

32. A/B Testing
Website Banner A Website Banner B
Web
Traffic
Donated
1000 1000
50 100
http://visualwebsiteoptimizer.com/ab-split-significance-calculator/

33. BONUS
ROUND

34. ● Occam’s Razor
Great blog on setting up and using Google Analytics
● Marketing Metrics: The Definitive Guide to
Measuring Marketing Performance
Ferris, P., Bendle, N.T., Pfeifer, P.E., Reibstein, D.J
● SumALL
Alex’s Favourite Dashboard Tool
● Surfers In A Dress 2013 Case Study
Greg Beazley’s blog
● Google Analytics UTM Tracking
How to video
● A/B Test Calculator
Suggested Resources on Analytics for Digital

35. What next?

36. Questions?