email marketing forum 11/13 - how to validate your online survey campaign?
DESCRIPTION
This is the presentation I gave on the Email Marketing Forum in Brussels on the 30/11/13. I covers three usage of data in your email campaigns, and shows an easy and free solution to validate that the people that replied to your email are a representative panel of the belgian population.TRANSCRIPT
EMAIL MARKETING FORUM WHAT CAN DATA TEACH YOU ABOUT YOUR
EMAIL CAMPAIGNS?
#EMForum@BisnodeBelgium
DATAEMAIL
The Theory
3 Ways To Use Data
The Practice
The Generali CaseProfile Insights
FLORENT DIVERCHYDIGITAL BUSINESS [email protected]@bisnode.com
DATA
DATA & EMAIL
TARGETING
DATA
DATA
BUSINESS INTELLIGENCE
DATAEMAIL
CAMPAIGN VALIDATION
DATAEMAIL
CAMPAIGN VALIDATION
Consumer Survey
Insurance Behavior
Input Strategy 2014
Validation Score Models
THE CASE GENERALI
2.000 forms
Representative sample of the Belgian population
Honest answers
THE CONSTRAINTS
KPI Bank & Insurance ProspectionOpen Rate
15,93%Click/Open Rate 13,97%CTR
2,23%Estimate: 50% forms filled
2.000 answers= 4.000 visits= 14.316 openers= 89.870 sent
Effective: 77.25% forms filled
3.882 answers= 5.025 visits= 16.760 openers= 57.632 sent
Generali SurveyOpen Rate
29,08%Click/Open Rate 30,21%CTR
8,71%
Constraint 1
2.000 FORMS
Cross Questions
Constraint 2
HONEST ANSWERS
Cross Questions
Patterns
Constraint 2
HONEST ANSWERS
Cross Questions
Patterns
Fill In Time
113 forms rejected
On 3882 (2,91%)
Constraint 2
HONEST ANSWERS
Rejected
Profile Insight Online
www.bisnode.be Online Services
Self-Service
FREE
Constraint 3CAMPAIGN VALIDATION
PROFILE INSIGHT
WHO REPLIED?
ARE THEY REPRESENTATIVE?
EXAMPLE - AGE
EXAMPLE - AGE
240160160160180180180160140120100
80120
AgeWe need more:
18-25: 87
76-80: 74
81-99:120
X 2.000
MISSING POPULATIONS
Age18-25: 8776-80: 7481-99: 120
Presence of Garden10-15%: 716-19%: 2
Presence of Home Owners
00-05%: 610-15%: 416-19%: 8
20-25%: 1126-29%: 11
Median Income0-14.500€: 29
ProvinceOk
Presence of Unemployed
30-35%: 136-39%: 7
GenderOk
Presence of Highly Educated People
Ok
LanguageOk
SECOND WAVE
Presence of Garden10-15%: 7 1416-19%: 2 5
Presence of Home Owners
00-05%: 6 1210-15%: 4 616-19%: 8 1120-25%: 11 1226-29%: 11 14
Median Income0-14.500€: 29 37
ProvinceOk
Presence of Unemployed
30-35%: 1 336-39%: 7 10
GenderOk
Presence of Highly Educated People
Ok
LanguageOk
Age18-25: 87 11176-80: 74 6081-99: 120 0
Based on Missing Profiles
345 new respondants
Age18-25: 87 11176-80: 74 6081-99: 120 0
FROM RESULTS TO BUSINESS INTELLIGENCE TO STRATEGY!
CONCLUSION
DATA
Target
Analyze
Validate
StrategyImpact
On KPI
ROI
Test it
Ask me!
FLORENT DIVERCHYDIGITAL BUSINESS [email protected]@bisnode.com
Profile Insight Online
www.bisnode.be Online Services
Self-Service
FREE
24
QUESTIONS ?