On January 7th, 2015, Frakture’s Michael Cervino offered seven tips on how you can work smarter with data in our webinar, “Focus on Message; Not Machinery: 7 Tips to Work Smarter with Data”. Here is a quick overview. To get all 7 tips, download the deck here.
Nobody can argue that we’re overwhelmed with technology platforms to help us communicate with our people, but each becomes its own unique silo of data and few have found efficient ways to aggregate that data and present it in a meaningful and insightful fashion.
A view and analysis of transaction and engagement data across channels offers brands deeper insights into how to reach customers and donors. However, in the nonprofit sector, data integration is a problem getting worse, not better. The reasons are myriad: the consolidation of donor database systems, lack of integration innovation, sparsity of staff expertise and lack of organizational resources to resolve these issues.
The reality is, there is innovation in data integration and management. Solutions so you can use any database you want, you don’t have to integrate data to your database of record (it can live somewhere else), your hands are not bound by technology. Frakture is one of those technologies that can free you to experiment and target your donors better than ever before. You don’t need to wait for a new database or migrate to a new technology. If you plan data into your strategy you will come out ahead.
We will spend some time debunking some myths about databases and data integration in an upcoming post so be sure to check back again soon.
Planning for “Plug And Play” is a consideration for modern marketers. The explosion of new technologies creates tremendous opportunity for experimentation and adaptation. Hard-wired integration solutions limit organization’s innovation quotient. If your legacy system has terrible event registration and no way to “plug and play” Eventbrite into its data flow, you’re going to lose out. Your engagement strategies and tactics should not be limited by what data can or can’t flow through your existing systems’ limits. A successful integration solution needs to be “reality checked” that it can plug and play new support-facing technologies and manage the data from those technologies getting where it needs to go.
Technology is amazing in other ways too. Having the creative and analytics geniuses on your staff spending time pointing, clicking, downloading reports, parsing data, dumping in spreadsheets is wasting the Einstein brain quotient of your team. We are now in an age where computers and scripts (like Frakture’s Bots) can do the menial work of running reports and downloads, parsing data and moving it to usable places. By freeing your team of these mundane tasks, they can shift their time to exploring what the results mean and creating new tactics and strategies to engage your audience.
Being strategic with your data integration plans means doing some upfront thinking about the business decisions your data will drive — about the kinds of questions you want your data to answer that will affect what choices you make in your marketing. Once you go the extra mile to integrate your data, having that pre-formed idea of what you want to do with it will help you actually use it rather than it collecting digi-dust and being no further along. A good data management strategy will also guide what data you really need going into your database of record and other data stores.
Regardless of those data integration points and data flows, the best tip that will aid you no matter what you do is to consistently and regularly use source codes for your actions and donations. This means discrete codes for each channel and message push to track back to those promotions. This will help ensure accurate attribution of revenue and actions to the proper sources.
Frakture’s Bots – and our amazing staff are here to help you solve the new dilemmas of the digital age. For the full seven tips see Michael’s deck or drop us a line to discuss your issues and how we can help you solve them.