Goals

Project Goals

In this project my fictional client, "Sacred Hearts", a Canadian charity have data that contain a lot of hidden information. My goal was to understand data and answer the questions while providing with relevant insights.

Personal Goals

Show the process of utilizing Google's Marketing Platform tools in my marketing strategy, reporting capabilities in google sheet, ability to analyze data and taking action with strategy recommendations for the client.

Results

While answering these questions, I have utilized Google's Marketing tools for describing process of data extraction and utilized various marketing strategies to present a clean and meaningful data. Made report along with recommendations and follow-up steps, which can guide decision making process and find patterns hidden in the data.
I have later used this information to create custom formulas and algorithms while explaining my whole process and the steps involved.

Questions to be Answered:

What data are we currently tracking and what does it mean?

In order to showcase the client some of the data that they have been collecting, the information has firstly been put into a simplistic spread sheet which is ready to further segmented using filters and sorting and made into visual reports such as charts and graphs.

Who are our brand advocates?

Brand advocates or fans of your brands are those people who are much more enthusiastic about your products and services as compared to the general audience and often are the best way to spread your message across and get referrals. Now, how do you decide that at what point one of your CRM contacts get their status updated as "Brand Advocate". The ideal funnel and automation workflow should involve much more consideration for behavioral aspects along with other elements that might effect their decision making.
For getting started with setting up those rules and guides, it's best to do a "Persona Building Workshop" with your marketing team where you can go over all the physiological, geographical and psychological aspects and examine the data through discussion and identify what those trends mean for your brand and include them accordingly at particular phases of your marketing funnel.
Hub Spot is certainly one of the best options for inbound marketing as it accumulate the data in a very human way so that you have all the conversations and interactions along with addition contact info and details for each of your contacts at one place. But, if it's not a perfect fit for your brand due to financial reasons or your business size etc., combining Google's Marketing platform with google sheets can really help you to store that info and maintain an automated workflow with active worksheets.
Now, its always better to make the process customizable according to the business need whenever possible and when it comes to customization, this technique provides you with a lot of freedom and opportunity.
Here is an example:

Name

Nate Archibald
Allison Ray
Sahil Mittal

User-id

67152387
76235898
28687666

Location

Ontario
Alberta
Ontario

Gender

Male
Female
Male

Age

35
28
25

Occupation

Gym instructor
Lawyer
Choreographer

The table shows data for a clothing brand and they aim to use this data for an automation workflow for their next campaign in Ontario, now this might suggest that "customer 1" is most likely to be regarded as perfect fit for their campaign as they live in Ontario. But, if the brand has an online store and "customer 2" has a great history of shopping online(characteristic 1) and also for that particular clothing type(characteristis2), they will be a better match. So, to have more control on this, you can assign scores for particular matrix that you are tracking in a google sheet depending on its effect on your consumer behavior and set those set of rules and guides according to it.
Hence, while segmenting for your next campaign, select any two characteristics of your persona, examine their effect against each other, do that for the rest and you will get a set of characteristics tailored specifically for that workflow.
The key is to look for characteristics and not just the numbers.

Level of Enthusiasm Theorem

For our current client, "Sacred Hearts Charity", I have developed this formula called "Level of enthusiasm theorem" to find their brand advocates by selecting particular matrix and then assigning scores to each of those.
As this is a fictional project the selections are made on assumptions related to business goals, marketing objectives, brand personality etc.
As you can see weightage for each characteristic is not same(10), it depends upon the effect of that characteristic on consumer's decision making for the task associated.

Characteristics

Social Media Engagement
Survey Participation
Volunteering History
Donation Frequency
Donation Amount
Referrals
Email opens
Merchandise Bought
Region
Age
Gender

Score

2/10
5/10
5/5
9/10
9/10
10/10
10/10
5/5
1/5
2/2
1/1

What is the "ideal audience segmentation" for my organization?

Now, answering this question certainly requires a great understanding and capability to perform analysis but it is specifically more focused on client's marketing strategy. The audience segmentation can entirely change depending on individual campaigns but its important to have all that data being actively tracked so that you have it once you need it which also begs one more question "Which KPI's or dimensions should we track"?

Now to answer the first question, "How do I segment my audience"?

The most general segmentation for a charity or fundraising organization is usually based on amount of donation and region, but to get deeper insights, you need to track behavioral data which doesn't require any future technology to track human emotions, you only have to track the right data and then examine it with your team. Tracking properties like campaign type and content type helps to understand if their interest was stimulated by specific type of campaign say, related to some celebrity collaboration or a particular national holiday. First step is to go to Google Analytics audience lists and make specific audience lists containing required KPI's, then put them into a google or excel sheet, apply behavioral understanding and assign them a value utilizing cell validation.

Here is an example where all of the audience who made it to our donations page is divided into donors and non-donors based on whether or not they made it to our thank you page and the non- donors are further segmented into future donation status as :
no(if unsubscribed email list) and,
maybe along with reasons categorized as
Technical issues(transaction failed, error message(redirection failed)),
Disability issues(require assistance),
Webpage experience(content type),
Lack of enthusiasm(session expired with zero event hits)

How to find our socially(social media) engaged audience?

Socially engaged audience can be subdivided into two categories, the ones' that already follow us, and the other that are interested in our content, have engaged with it at some times but do not yet follow us on those platforms, now if you are not using CMS tool such as Hootsuite
to manage your social media and track your audience with that, there is still a great way with google marketing tools to find that audience, segment them according to their follow status and social media channel type through which they interact with your brand.
Now there are two ways we can do that, using Google Tag Manager and Google Analytics.

For Outbound Links

Every website or blog that exists on the web is most likely to have their brand's social media channel's links on it.

By utilizing GTM, these links can be easily tracked for each channel. use these settings for each trigger in your tag one or the other depending upon your business goals, whether you want to track all social traffic together or separate it according to channels. Use the "+" icon to include multiple URLs and do not forget to include "m.socialdomain" eg: "m.facebook.com" for mobile phone users.

For Incoming Links

Incoming Traffic is the traffic that comes to your website from outside, can be from an email or other referral links. In case of Social media, its usually a link to your website. This link is most probably associated with a particular landing page for any ongoing marketing campaign.
The most common phrase used to refer to those links in posts is:

"link in bio"

Google Analytics tracks all social media traffic as "referral traffic" but if you want to segment it further for each channel, follow these steps:
In you GA(Google Analytics) dashboard, go to
Audience >> Traffic Source >> Referral Traffic >> Advanced Segmentation >> Click New Custom Segment "+" button

Then give this segment a name(eg: Facebook traffic), for the "include" option select "source", then "contain" for the next box and, include the URL in the next text box (eg: instagram.com). Remember to include the "m.url" for your mobile phone users as well.

Great tracking! now this data is ready to use for further segmentation to find and target right audience for your next social media campaigns.

Data Analytics