Segmenting and Campaigning
Segmenting (also known as data modelling or mult-variate analysis) is far more than just picking a few target groups and sending them tailored communications. It is about using existing supporter data to help identify patterns in the data that helps predict the likelihood of groups of non-supporters being converted into supporters.
It has been used for many years by commercial organisations, by political parties in the US in the last few elections and also by fundraisers of non-profit organisations. But campaigners aren't yet using it in many places yet - but could and should.
This topic could be (depends on you) a sharing of successful segmenting, how it is done and what it acheives.
Are you interested in participating in this group? Then add your name, comments and/or further edit the page with your thoughts, experience and questions to ensure it stays on the agenda.
Resources
Keith Goodman from Bullsey Political Group has contrbiuted a powerpoint presentation on what 'micro targeting' is (the hottest form of segmenting for political targeting in the US) and how it can be used.
Interested Participants
Format: name, organisation and why this topic?
Branislava, CAFOD - we will be working on our e-campaigning strategy based on the segmentation that came out of our audience research. There are many approaches we could take, so I'd be really interested to hear people's experiences in this.
Participant Input
Add directly here or via the comments box below.
categorising data --Kelly_H, Thu, 19 Apr 2007 08:47:02 -0500 reply
I'd really be interested to hear how/what segments are being used for DM and online work, and how these are being followed up. I'd really like to look at how my database is used for contacting campaigners and would be happy to share ideas.
also interested --myriam, Fri, 20 Apr 2007 09:02:21 -0500 reply
and there is a good paper by the Rowntree foundation published in Ferbuary 2007 that goes exactly into this: how to communicate a difficult issue such UK poverty to the uk population, inparticular to what they refer to as "clubbers"(always the most difficult of target audiences to communicate to). 60 pages, but worth reading if there is a discussion on this issue: http://www.jrf.org.uk/bookshop/details.asp?pubID=860 Myriam
Yes please --Patrick Olszowski, Tue, 24 Apr 2007 05:27:33 -0500 reply
Really interested in this, Patrick Olszowski, PR Manager, Action Medical Research
me too --tracyf, Tue, 01 May 2007 07:18:46 -0500 reply
Also interested --Mariona, Wed, 02 May 2007 03:20:31 -0500 reply
Interested in this... --emmasavery, Wed, 02 May 2007 12:12:56 -0500 reply
Branislava Milosevic will attend this --duane, Wed, 02 May 2007 15:02:24 -0500 reply
Count me in too... --Andrew, Thu, 03 May 2007 06:58:52 -0500 reply
different ways to segment --AndrewDavies, Thu, 03 May 2007 12:16:03 -0500 reply
I'm interested - especially would like to hear about how useful people think psychographic segmentation is vs demographic/geographic.
i'm interested specially in young people segment --marruizsolanes, Mon, 07 May 2007 06:02:47 -0500 reply
mar ruiz, editor web, young progra, intermon oxfam spain
The key to relevance --Brian, Mon, 07 May 2007 19:18:50 -0500 reply
This is the key to relevance, and relevance is the key to action. I'm curious to learn how people are segmenting and whether or not they've measured campaign improvements.
