Data Analysis Services

Analysis Product	Purpose	When
Database Performance Audit	KPI analysis.FY vs plan vs prior years. Key DM measures = recency, frequency, monetary, participation.Program measures = growth, stability, longevity, loyalty reactivation, conversion, attrition and lifetime value. Track migration. Measure equity growth whole of database.	Critical planning times.When you arrive in an organisation and no clear understanding of database is available.Annually. 6-month update. To support budget submissions to boards/management.
Acquisition Performance	Measure acquisition results by target, demographic and channel.Rank targets by KPI’s.LTV growth donors acquired last 5 years. Volume potential, $values, trends up or down per target.	Annually.Acquisition planning times.Prior to commencing or continuing acquisition investment strategies.
Donor Loyalty Modelling	Loyalty profile value score derived from data attributes for each donor, prospect, advocate, event participant, multi-relationship supporters.	Annually, bi-annually, quarterly or real time, depending on capacity.Loyalty Profile Values are used for segmenting donors and advocates into appeals program and for tracking.
Post Campaign Analysis	Measure results, donors and prospects who responded to a campaign.KPI’s: current vs previous campaign.Measure test elements, response triggers, shifts and influencers.	During and at completion of reporting for each campaign.
Demographic Analysis	Map donors per postcode, or to Census Collection District(CCD), measure penetration ratios.	Annually.Pre-acquisition.Donor bonding. Migration.
Survey Analysis	Deeper knowledge of donor likes, dislikes, propensity to give, upgrade, convert into other programs.Lead generation for regular givers, major gifts, bequests.Feeds relationship driven copy for web/mail etc.	Include in annual program as relevant to strategies.Must build in ‘backend’ budget to capture and analyse data to be effective.
©Robejohn & Associates, March 2010

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