Simon Metcalfe & James Long
The Background…
•
Wendell Smith first described segmentation as an alternative
method of engaging with customers in an imperfectly
competitive market back in 1956.
•
The technology and methodology for predictive analytics has
been available since the mid 1990’s
The facts
• Propensity driven communications are 5 times more likely to solicit a response
than segmentation only base comms.
• Detailed customer analytics and propensity models are most effectively used with
existing customers where transactional history data is available.
• Profiling and segmentations do still have a place but are best used when you are
The Barriers
• Perceived cost.
• Perceived complexity (the “S” word ).
• Understanding of the term “Predictive Analytics”.
• Perceived lack of data...
Project Objectives
• To help a cancer charity get the right message to the right person at the right time
using the right channel.
• Help develop and deliver a segmented targeted comms strategy
• Use the complete “data triangle”
What do we mean by “attitude” ?
•
Usually considered a broad catch-all term to describe people’s
beliefs, understands and perceptions
•
Usually considered ‘soft’ information
•
Often considered with some suspicion
–
‘It’s alright for focus groups but what part does it have in analytics?’
–
‘But how will we actually use it?’
Incorporating attitudinal data
•
But people are right to feel nervous!
– Still huge debate on the role ‘attitude’ plays within the decision making
process
– Are we in a ‘high involvement’ or ‘low involvement’ processing sector?
– Typically, qualitative research (especially when done badly) massively
overstates the importance of attitudes and understates reaction to immediate emotions and norm influences .
THINK FEEL DO
Attitudes towards what ?
•
Objective first then define area of scoping
•
What are you actually trying to inform? Be very specific.
– Is this about understanding of brand purpose and actions?
– Is this about motivations towards the charity?
– Is this about the moral and ethical compass of the audience?
You aren’t the first to ask...
•
Whatever the scoping area, find an existing attitudinal
framework
– Usually developed within academia across decades
– They’ve already identified and proven the most powerful set of questions
– Using a framework ensures a greater degree of validation
– Enables to gauge / index your base against others
Two types of Attitudinal Framework
1. Relationship
– Decision making process
• Norm activation model
– Loyalty, commitment & satisfaction
• Donor voice
• TNS Conversion
.... and
2. Values and motivations, e.g.
– Psychometrics – turning soft into hard data
© Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected] © Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected] © Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected] © Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected]
1224 53.1%Pioneer 165 7.2% Transitionals 249 10.8% Concerned Ethicals 329 14.3% Flexible Individualists 481 20.8% Transcenders 538 23.3%Prospector 136 5.9% Tomorrow People
187 8.1% Now People 91 3.9% Happy Followers 124 5.4% Golden Dreamers 545 23.6%Settler 152 6.6% Certainty First
123 5.3% Brave New World 127 5.5% Smooth Sailing 143 6.2% Roots 2307 38.1%Pioneer 5.9% Transitionals 8.7% Concerned Ethicals 9.8% Flexible Individualists 13.8% Transcenders 30.3%Prospector 5.6% Tomorrow People
10.3% Now People 5.1% Happy Followers 9.3% Golden Dreamers 31.6%Settler 9.1% Certainty First
8.7% Brave New World 5.8% Smooth Sailing 8.0% Roots
Royal Marsden
British Values Survey 2012
© Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected] © Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected] © Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected] © Cultural Dynamics Strategy & Marketing Ltd., 2003-2012. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected]
1224 53.1%Pioneer 165 7.2% Transitionals 249 10.8% Concerned Ethicals 329 14.3% Flexible Individualists 481 20.8% Transcenders 538 23.3%Prospector 136 5.9% Tomorrow People
187 8.1% Now People 91 3.9% Happy Followers 124 5.4% Golden Dreamers 545 23.6%Settler 152 6.6% Certainty First
123 5.3% Brave New World 127 5.5% Smooth Sailing 143 6.2% Roots 2307 38.1%Pioneer 5.9% Transitionals 8.7% Concerned Ethicals 9.8% Flexible Individualists 13.8% Transcenders 30.3%Prospector 5.6% Tomorrow People
10.3% Now People 5.1% Happy Followers 9.3% Golden Dreamers 31.6%Settler 9.1% Certainty First
8.7% Brave New World 5.8% Smooth Sailing 8.0% Roots
Royal Marsden
British Values Survey 2012
SETTLERS 20% 40% 40% 5% 4% 91% PIONEERS PR OS PE C T OR S
No 2 continued...
2.
Values and motivations, e.g.
– Interpersonal reactivity index
– Animal Attitude Scale
– Believe in Animal Mind
– Pet Companion Scale
– Attitude to Money Scale
But remember scales are far more discriminating between non supporters and supporters than within the base – but you still find
Archetypes - A framework for brand perceptions
‘What if we want to understand how supporters perceive us?’
– Difficult to use an academic scale (areas too broad)
– However an archetypeframework enables you to understand a deeper set of perceptions – Based on depicting your brand purpose through one of 12 archetypal characters
– Surprising strong consistency, for instance
• UNICEF - ruler
• Oxfam – creator
• War on want – warrior
• MSF – brave hero (seeker)
0 10 20 30 40 50 60 70 Innocent Orphan Warrior Caregiver Seeker Lover Destroyer Creator Ruler Magician Sage Jester Research Care
Analytical Methodology
Giving history (inc) Survey (inc) Profile Recruitment TwoStep modelling Cluster definition •By giving segment •By attitude
Third party data (inc)
Establish
•Degree of difference
•Key variables
Attitudes Commitment RFV Product
Holding Source Tenure Geo-demo Media Sector
Behaviour
Consumer Behaviour
Supporter programme
Quantify audience universe
Help define media planning
Apply to base & quantify
Insight into segmentation
Visualise cluster personas
Collecting Attitudinal Data
•
Attitudinal data was collected through
the use of a detailed (paper based)
questionnaire
– Psychometric values
– Commitment model
Results of the modelling
• Two key clusters were found.
• Different objectives
– Support research to find a
cure for cancer
– To help people suffering from
Model Results
• Cluster 1
• Everyday hero
• Research & treatment
• More practical
• ‘Cancer treatment’ charity
• Lower brand commitment
• Slightly older
• Slightly lower gift values • Lower share of wallet
• Relationship more based upon colleagues
• Cluster 2
• Warrior archetype • Strong scientific focus
• ‘Cancer research charity’
• Higher brand commitment
• Younger
• Gave higher gift values • Higher share of wallet
Implications for the charity
• Ensuring balance of messaging within comms programme
• Targeting conversion / upgrade messaging
• Understanding need to increase brand commitment
• Understanding how to populate variables from information gained from supporter
What else is trending?
• Legacy Propensity Modelling
– Targeted comms to those whose giving history looks most like an existing
legacy “hand raiser”, pledger or legator.
• Reactivation Propensity Modelling
– Effective targeting of those lapsed/dormant donors who look most like a
donor who has already reactivated (Cash to Cash, Cash to CG, CG to Cash and CG to CG).
• I would like to say Churn Modelling (prevention rather than cure).... one day