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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.

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Introductions

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Introductions

Joined by:

Hi, I’m Gillea.

SethSVP, Client Services

OrwinDigital Analyst

PaulStrategy Director,

Analytics

1Past Performance, Future Results

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ObjectiveOur topic today is how to use BSD Tools data to inform expectations of future results at your organization

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Past Performance, Future Results

ChallengeHow much will our email list grow in 2016?

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Past Performance, Future Results

Your CMO has a suggestion:

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Past Performance, Future Results

Maybe we should aim bigger?

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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.

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Past Performance, Future Results

2Begin Demo

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3Strategy & Projections

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Strategy Levers

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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

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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

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NAACP

The NAACP’s growth is driven by media events

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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

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California Hospital Association

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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?

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