Using Analytic Dashboards to Target Unserved and Underserved Customers: A Northwest AHEC Case Study

1. Using Analytic Dashboards to Target Unserved and Underserved Customers: A Northwest AHEC Case Study Pilot Project: OCTOBER 2009 – April 2010 Christopher A. Jones, M.H.A. cjones@wfubmc.edu Andrew Brewer abrewer@wfubmc.edu Lee Howard lehoward@wfubmc.edu

2. Presentation Outline • Dashboards defined • Attaining business goals through dashboards • Modification of internal systems • Data tracking marketing methods • Using analytics to steer project • Results of our project

3. Enterprise Dashboards • An enterprise dashboard allows at-a-glance visualization of company health and monitoring of key performance indicators. 

4. Doctor /Patient Scorecard

5. Balanced Scorecard Dashboard

6. Dashboards Marketing Process Real-Time Feedback Customer response

7. Business Improvement Method Using Dashboards • Identify a business opportunity. • Define the opportunity with data. • Assemble project teams. • Review existing data. • Define the goal. • Determine measurement metrics. • Set measurable objectives. • Divide and conquer.

8. 1. Identify Opportunity • What is your main business opportunity? • You can search for it • It can seek you out • Front line staff may already know • It can be in the form of a problem or an opportunity for growth or change.

9. Opportunity Revealed: Marketing strategy has gaps • Marketing strategy discussion: • Reduce snail mail. • Use customer’s inboxes wisely. • Reduce paper usage. • Plan: • From sending one email per event. • To one email newsletter per discipline per month. • To one newsletter to all per month. • Opportunity Arises: • Data source used for email addresses did not encompass entire market. • How complete is it?

10. Northwest AHEC Education Outreach FY09 2. Define the opportunity with data x 9,107 17,233 65% of potential customers NEVER get our marketing materials * The Cecil G. Sheps Center for Health Services Research - North Carolina Health Professions Data System (HPDS) 2007 Data Book (http://www.shepscenter.unc.edu/hp/) **North Carolina AHEC Event Management Database FY09

11. Outreach Percentage Circle Size = Total HP Red Intensity= Most served

12. 3. Assemble project teams. • Divide into project teams. • Capable/culpable leaders. • Arm teams with resources to succeed. • Encourage creativity. • Work independently. • Report regularly.

13. 4. Review Baseline Data

17. Website usage

18. 5. Define Goals • Increase the reach of our marketing • Reach those who are not in our database • Allow customers to opt-in • Collect additional data from customers • Customer satisfaction • Needs assessment • Improve website conversion rates • Improve email marketing conversion rates • Expand our mailing list

19. 6. Determine Measurement Metrics Types of Metrics Northwest AHEC’s Metrics Registrations New customers Repeat customers Organization totals Page views Time on site Market penetration Organizational coverage • What indicates success • What indicates lack of progress • Maximum & minimum alarms • Sorting & grouping

20. 7. Provide Measurable Objectives In 4 least served counties: • Increase number of active customers in the databaseby 40% • Increase new registrations by 50% • Increase existing registrations by 30% • Increase number of repeat registrations by 20% • Increase market penetration by 3% • 300 new website users from targeted promotionsOver all web traffic: • Increase number of new visitors to website by 20% • Increase visits, page views, and time on site by 10%

21. 8. Divide and conquer • Divide project among teams • Work independently – Report regularly • Team progress reporting • Group progress reporting • Provide tools for • Team collaboration • Project documentation • Data visualization

22. Team Collaboration Site

23. Project Reporting

24. Project management by each team

25. Project specific lists

26. Marketing Dashboard

27. Website Dashboard

28. Backend Modifications • URL Shortening • Welcome Email • Special Promotions • Google Analytics Funneling

29. URL Shortening • Before • http://northwestahec.wfubmc.edu/courseware_v3/3_0_0/index.cfm?method=dotransition&_webFlowTransitionId=SET_DISCIPLINE_FILTER&discipline_fks=3&utm_campaign=welcome&utm_source=pub&utm_medium=web&utm_term=discipline • After • http://nwahec.org?dentistry

30. Welcome Email

31. Special Promotions • Promo Codes • Get users on the mailing list • Free/Discount Content = New Customers

32. Administrative staff manages promotions

33. Customer registration page

34. Google Analytics Funneling • Define a Goal • See where users are getting off track • See what’s working/not working • Adjust accordingly

37. System Improvement Projects Other improvements to outfacing systems • Allow customers to add themselves to statewide database • Easy pathway from new customer survey to database • Make all online registration fields required.

38. Tagging for Targeted Promos • Campaign • Source • Content • Term

39. Tagging for Targeted Promos

40. Tagging for Targeted Promos

41. Tagging for Targeted Promos

42. Targeted Promos: List Processing • New Lists • Compare/filter against database • Mail merge (Excel & Word) • Incentivize

43. Tagging for Targeted Promos

44. Tagging for Targeted Promos

45. Tagging for Targeted Promos

46. Nice. It Worked!

47. Feedback Loop

49. Paid Events Free Events