Presenters: Chris Lundberg, CEO and Michael Cervino, Chief of Client Development
Why is data important?
Data can inform how we communicate and motivate people to make the decision we want. To move them through the cycles of:
Unaware » Awareness » Consideration » Decision to Act
With enough – and the right – data, you can better understand how donors and customers think and tailor your messages to more effectively reach them. In today’s world, there are many barriers between us and the data we want and need – yet we can fracture those barriers.
Wouldn’t it be helpful to know what your supporter believes and values so you can target to where they are in their thinking? You’d stand out and get noticed in a way that catches your audience’s attention. And once you’ve done that you’re going to increase actions and save money at the same time. To do that, you need to know your audience inside and out. You need to understand their decision making process and how they reach that end – a decision or action.
Take a moment to watch the full webinar below to see how Michael walks through behavioral and psychographical information you can gather about your audience. This critical information informs each step of that decision making process and will help you tailor your messaging and strategy.
There are many challenges and barriers to getting the information necessary to inform that process. We at Frakture have a recommended path to data nirvana. Nirvana literally means extinguishing or unbinding. The implication is that it is freedom from whatever binds you. We think inability to integrate and access data binds many of us.
Four fold path to data nirvana
- Create a data ecosystem bringing your data from many channels into a central location to thrive together, and enough data to recognize your people across channels and better understand their actions and behaviors.
- Create a data warehouse with a specific purpose. In house, in the cloud, etc. Then feed it. You can then access and analyze that data to learn more about your constituents. This is not the same as database of record, and is optimized around reporting or other needs.
- Start defining and asking intelligent questions about your audience. Understand cross channel performance, ROI and break-even. In short, start a reporting process and dive into that warehouse of data.
- Empower your team to use this information, define strategic segments across channels. And a bonus, your team is now free to experiment and innovate with new technologies making you cutting edge.
The result – data nirvana – your team is unbound and can finally engage your audience more effectively.
To learn more about our approach to a data informed strategy, watch the full webinar below or schedule a demo to speak to Michael or Chris in person.