Data: Use It, Don’t Lose It

December 21, 2011
Filed under: Evaluations,Event Planning,Marketing,Registrations,Surveys — Tags: , , — webmaster@abcsignup.com @ 10:48 am

One of the wonders of the Internet is the amount of marketing data available and the extrapolations that can be made using such data. Search engine optimization (SEO) software, for instance, can tell you who visited your site, how long they stayed, what pages they visited, what search keywords might have brought them and what offers they clicked.  Marketers can take that data and create targeted tools such as Google adwords, special landing pages, e-mails and customer-specific offers.

Your organization may not deploy these tools for a number of sound reasons. However, if you use ABC Signup’s online registration software, you might be surprised about what tools you do have to collect and deploy data to embark on your own optimization journeys.

Start with your e-mail invitation to an event or program.

When did recipients respond? Immediately after receiving the e-mail, a few days after it was sent, after a reminder was sent, or just prior to the event? A quick look at this data might help you improve the timing of your communications.

Next, review the content of that initial e-mail over the course of several events. Is there one message or offer that generates a higher response rate than another? If so, double-down on that messaging.

Also, examine your responses and registrations for those new individuals signing up. Did they come from an expanded mailing list, did someone forward the original invitation e-mail to them, or did the new attendee find it on their own via your website? This intel will provide insights into ways you can grow your program or event’s attendance, if that is one of your goals.

Take a similar look at your financial reporting to determine who is paying when, and whether you can adjust the timing and content of payment reminder notices to attain payment more efficiently.

Finally, don’t forget ABC Signup’s survey/evaluation tools. This is your way to find out what worked and what didn’t with your program or event. We should always be seeking ways to improve the product, and there is no better guide for doing so than your customers.

As always, feel free to comment below with your ideas for leveraging data to improve your programs or events.

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