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Optimising return on investment
Clara Avery Head of Research and Insight
Wednesday 20 March 2013
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What we’ll cover…
1. The Macmillan team and our ambition
2.Why we love data and which data we love
3. The role of insight in planning and evaluation
4. Delivering success – applying insight
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Us (and you)
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Some of our achievement in 2008
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Redesigned operating
model
Directorate operating model
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Data Analysis
Data Insight
Philanthropic
Intelligence
Commercial
Intelligence
Consumer
Intelligence
Research & Insight team functions
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Insight
Analysis
• EXPLORATORY PROSPECTING
• CAMPAIGN / ACTIVITY SPECIFIC REPORTING
• AUTOMATED DASHBOARDS
• DATA / SYSTEM ISSUE ESCALATION
• MANAGEMENT OF DATA CLEANSING AGENCY
• POPULATION SHIFTS / CUSTOMER AUDITS
• AUDIENCE PRIORITISATION /TARGETING
• MOTIVATION MODELLING
• PROPENSITY MODELS
• SEASONALITY / LOCALISATION / ECONOMETRICS
• SUPPORTER / CUSTOMER JOURNEYS
Examples of data insight and analysis
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We heart data
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animation
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Building supporter & market insight
2. Demographics
The kind of people or orgs they are; age, wealth,
health, location, industry
3. Behaviours
The actions they take with us; how much/often they
give, the products they buy
1. Impacting trends
The social, political, technological and economic
world they live in
4. Motivations
The reasons they take those actions
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Mobile internet use at home is increasing
rapidly ‘Which, if any, of the following have you ever done? Used the internet on your mobile phone while you were at home’
Source: nVision Research I Base 2,000 online respondents aged 16+, GB
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Our core supporters
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Tastes, preferences and passions, acquired as a result of an individual’s social experiences motivate giving decisions. Personal and professional backgrounds, shape ‘philanthropic autobiographies’ and influence donors’ choice of beneficiaries.
Kent University, Centre for Charitable Giving and Philanthropy
Findings of a study of donor perceptions of the nature and
distribution of charitable benefit
Dr Beth Breeze
How donors choose charities…
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Key support drivers for our donors
Cause Experience
Experience of our services and
products
Being charitable and caring
Being asked
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External
Market Insight
Bottom Up
product
performance
Top Down
strategic
objectives
Becoming market lead
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0
10000
20000
30000
40000
50000
60000
70000
80000
90000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Stretch Original
Invested in known winners
Individual marketing income
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Understanding our challenges and
applying insight drives our growth
2012 £10m
2013 £15m
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2010
£8m
£0.8m
- 2012
£15m
£5m
Growth through optimisation
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Thanks!