welcome to powertools training! - amazon s3...© blue state digital | proprietary and confidential 1...
TRANSCRIPT
1© Blue State Digital | Proprietary and Confidential
Welcome to PowerTools Training!
Setting Goals for Growth in the BSD ToolsMarch 17, 2016
Housekeeping Notes
This is being recorded.
Please ask questions as we go.
We will email you the recording and reference materials.
2© Blue State Digital | Proprietary and Confidential
Introductions
© Blue State Digital | Proprietary and Confidential 3
Introductions
Joined by:
Hi, I’m Gillea.
SethSVP, Client Services
OrwinDigital Analyst
PaulStrategy Director,
Analytics
1Past Performance, Future Results
© Blue State Digital | Proprietary and Confidential 4
ObjectiveOur topic today is how to use BSD Tools data to inform expectations of future results at your organization
5© Blue State Digital | Proprietary and Confidential
Past Performance, Future Results
ChallengeHow much will our email list grow in 2016?
© Blue State Digital | Proprietary and Confidential 6
Past Performance, Future Results
Your CMO has a suggestion:
© Blue State Digital | Proprietary and Confidential 7
Past Performance, Future Results
Maybe we should aim bigger?
© Blue State Digital | Proprietary and Confidential 8
Past Performance, Future Results
Don’t chase round numbers Let’s go to the data to understand what is possible, and how we can achieve it.
© Blue State Digital | Proprietary and Confidential 9
Past Performance, Future Results
2Begin Demo
© Blue State Digital | Proprietary and Confidential 10
3Strategy & Projections
© Blue State Digital | Proprietary and Confidential 11
Strategy Levers
12© Blue State Digital | Proprietary and Confidential
Strategy & Projections
SOrganic CampaignsCan we repeat the success of our May campaign this year, and run a similar campaign in September?
Paid Media CampaignsAdvertising was an important factor last year. What is our budget for this year?
Site TrafficWe saw a steady trend last year, will that continue? Will the organization become more visible?
Signup FormOur firms conversion rate has been very consistent. Can we run experiments to improve performance?
ProjectionLet’s estimate the effect of potential strategic inputs
© Blue State Digital | Proprietary and Confidential 13
Strategy & Projections
Lever Strategy Projected Signups Running Total
Starting Point 5,000
Organic Campaigns Run two campaigns 2 x 3,500 12,000
Paid Media Reduced budget at 1/3 of 2015 1,300 13,300
Site Traffic Continued growth at 8% 1.08 x 5,700 19,456
Signup Form Experiments to give an extra 5% bonus 0.05 x 5,700 19,756
Total 2016 Growth 14,756
4Case Studies
© Blue State Digital | Proprietary and Confidential 14
15© Blue State Digital | Proprietary and Confidential
NAACP
The NAACP’s growth is driven by media events
© Blue State Digital | Proprietary and Confidential 16
Case Study // NAACP
Jan-12Feb-12Mar-12Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13Sep-13Oct-13Nov-13Dec-13Jan-14Feb-14Mar-14Apr-14May-14Jun-14Jul-14Aug-14Sep-14Oct-14Nov-14Dec-14
Trayvon Martin Killed
Zimmerman Trial
FergusonNon-Indictment
17© Blue State Digital | Proprietary and Confidential
California Hospital Association
18© Blue State Digital | Proprietary and Confidential
2014 Mar May Ju
lSep Nov
2015 Mar May Ju
lSep Nov
2016
CHA’s growth is more consistent and concerted.Case Study // California Hospital Association
Questions?
© Blue State Digital | Proprietary and Confidential 19