Key elements for recruitment and retention:
- Clean contact information (address, email, phone) – clean emails will have enormous ROI and lifetime value implications as it is much cheaper than direct mail and phone.
- Understanding who uses which benefits. Providing the right benefits to those who are interested in it.
- Understanding interest and values. Either through internal communication, visits to web pages, or through purchasing information from Experience, Facebook custom audiences, etc.
- Finding the right affordability levels.
Analytics Tool Box: Some of the items below I led and helped to implement, others I observed as a team member.
- Data Infrastructure
- Tagging of all digital properties and ensuring the cleanliness of traditional channels.
- Bringing in internal (E.g. Salesforce) and bought data sources (E.g. Experian).
- Through surveys or other techniques acquiring relevant variables/insights.
- Ensuring demographics, engagement, and success metrics all flow to a data warehouse.
- Reporting
- Dash-boarding to show a comprehensive picture of the business. Decision making.
- Training users to utilize self-service tools.
- Digital Campaign Management
- Full understanding of prospect digital behavior, where do they come from, go after a visit, pages where spend time, and drop off.
- Ensuring digital and traditional sources and social all augmenting and amplifying each other.
- Attribution of digital and non-digital sources.
- Optimizing keywords and display to land to appropriate landing pages.
- Using custom audiences of Facebook and other channels (twitter, google) to provide relevant content in front of digital audiences.
- Find ways to mitigate drop-off in the conversion funnel.
- Email campaigns management
- Campaign utilization matrix and seamless connection of campaign tools with a data warehouse for later follow up and insights.
- Email journeys based on behavioral responses. Depending on feedback (open click and which area) different types of follow up.
- A/B testing of creatives and content.
- Strategic Analytics
- Full business model, understanding from marketing and recruiting new members, to retention, upsell, gross margin, and ROI.
- The lifetime value of the prospects. The maximum amount to spend per person. Appropriate allocation of resources.
- Segmentation based on products, interests, or other ways to segment. Used for hyper-targeted messaging and value proposition alignment. It can be used for retention or engagement.
- Modeling predictive of new membership acquisition and retention. Appropriate allocation of resources.
- Nurturing stream, acquiring key informational insights to convert those not ready to join yet.
