Direct (e) Mail

Serge SchmitzManaging Director at Just Efficient

My favourite song: Magnificent van U2

Data Miningvs.Data Meaning

Data Miningvs.Data Meaning

New boss

New rules ?

dcongress – BDMA – October 25, 2012 

Data Mining vs. Data Meaning

Serge Schmitz – www.justefficient.com 

Offline or online magazine ?SituationAll members receive quarterly the Panda Magazinein their mailbox

ObjectiveReduce WWF footprint by printing less (paper, transportation) without affecting members loyalty

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

Offline or online magazine ?ApproachQuestion asked at face‐to‐face recruitment moment : 

You have the choice, do you prefer to receive our magazine online or on paper ?

Phone survey to a limited group :Did you know your Panda Magazine exists online as well ?  Would you like to switch from the paper version to the online one ?

Results :     About 70% chose the online version !!!

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

Offline or online magazine ?BUT … 

WWF did some qualitative survey (group discussions) as well :

The primary tangible link between WWF and its members is the Panda Magazine.Switching to online would weaken the relationship.

LearningsHard data need to be completed with soft data

There is often a difference between what is said and what is meant

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

Custometer survey – oct 2011 – 456 interviews

Panda magazine du WWF Benchmark

28 min average reading time

Relayed characteristics :dynamic, reliable, human, efficient

8.6 recommendation score

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

What offerto whom ?

Profiling & adapting the offerRecruitment channelface‐to‐face (street, door‐to‐door, event)telemarketingpaper (mailing, advertisement)screen (e‐mail, web)AV media (TV, radio)

Level of engagementsigning petitionsubscribing to e‐newsproject‐based givingregular giving (member, adopter)after‐death giving

MotivationsEnvironment Climate Endangered species Sustainable development  

Socio‐demo“Grey” animal lovers (65+)Grand‐parents (50‐65y)Parents (30‐45y) with kids 7‐12yKids 7‐12y 

Beneficiaryfor yourselffor others

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

Profiling & adapting the offer

Regular supportof species

Regular supportof the organization

Subscription toPanda magazine

One‐off supportof project

Legacy

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

ChannelisChannel 

Channel is channel

Face‐to‐face

Telemarketing

Direct mailing

Online

AV media (radio, TV)

Recruitment channel

Voice (f2f, tel, radio)

Paper (mailing, advertisement)

Screen (large or small)

Relationship channel

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com 

MerciDank UThank You

Data Mining vs. Data Meaning

dcongress – BDMA – October 25, 2012 Serge Schmitz – www.justefficient.com