This is the presentation I gave on the Email Marketing Forum in Brussels on the 30/11/13.
I covers three usage of data in your email campaigns, and shows an easy and free solution to validate that the people that replied to your email are a representative panel of the belgian population.
2. DATA
EMAIL
The Theory
3 Ways To Use
Data
The Practice
The Generali Case
Profile Insights
FLORENT DIVERCHY
DIGITAL BUSINESS CONSULTANT
BISNODE
@THEFRENCHFLO
Florent.Diverchy@bisnode.com
19. EXAMPLE - AGE
X 2.000
240
160
160
160
180
180
180
160
140
120
100
80
120
Age
We need more:
18-25:
87
76-80:
74
81-99: 120
20. MISSING POPULATIONS
18-25:
76-80:
81-99:
Age
87
74
120
Presence of Garden
10-15%:
7
16-19%:
2
Presence of Home
Owners
00-05%:
6
10-15%:
4
16-19%:
8
20-25%:
11
26-29%:
11
Median Income
0-14.500€: 29
Province
Ok
Presence of
Unemployed
30-35%: 1
36-39%: 7
Gender
Ok
Presence of Highly
Educated People
Ok
Language
Ok
21. SECOND WAVE
18-25:
76-80:
81-99:
Age
87 111
74 60
120 0
Presence of Garden
10-15%:
7 14
16-19%:
2 5
Presence of Home
Owners
00-05%:
6 12
10-15%:
4 6
16-19%:
8 11
20-25%:
11 12
26-29%:
11 14
Median Income
0-14.500€: 29 37
Province
Ok
Presence of
Unemployed
30-35%: 1 3
36-39%: 7 10
Based on Missing Profiles
345 new respondants
Gender
Ok
Presence of Highly
Educated People
Ok
Language
Ok
23. CONCLUSION
Profile Insight Online
www.bisnode.be
Online Services
DATA
EMAIL
Self-Service
Target
Analyze
FREE
Validate
Strategy
Impact
On
KPI
ROI
Test it
Ask me!
FLORENT DIVERCHY
DIGITAL BUSINESS CONSULTANT
BISNODE
@THEFRENCHFLO
Florent.Diverchy@bisnode.com