Using Analytic Dashboards to Target
Unserved and Underserved Customers:
A Northwest AHEC Case Study
Pilot Project:
Christopher A. Jones, M.H.A.
Andrew Brewer
Lee Howard
OCTOBER 2009 – April 2010
[email protected]
[email protected]
[email protected]
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
Enterprise Dashboards
 An enterprise dashboard allows at-a-glance
visualization of company health and monitoring of
key performance indicators.
Doctor /Patient Scorecard
Balanced Scorecard Dashboard
Dashboards
Marketing Process
Real-Time
Feedback
Personalize
contacts
Promotions
and
incentives
Fine Tune
Follow up
Report &
Evaluate
progress.
Business Improvement Method Using Dashboards
1. Identify a business opportunity.
2. Define the opportunity with data.
3. Assemble project teams.
4.
5.
6.
7.
Review existing data.
Define the goal.
Determine measurement metrics.
Set measurable objectives.
8. Divide and conquer.
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.
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?
2. Define the
opportunity with data
Northwest AHEC
Education Outreach FY09
9,107
17,233
County
Alexander
Iredell
Davidson
Catawba
Rowan
Surry
Stokes
Caldwell
Wilkes
Davie
Avery
Burke
Alleghany
Yadkin
Forsyth
Watauga
Ashe
Total
Outreach
Total Outreach
**FY09 Health
Professionals Served
44
549
317
783
562
323
88
215
225
111
93
643
41
106
4,389
428
190
* 2007 Licensed
Health
Professionals
254
2767
1403
3098
2043
1153
302
737
754
327
261
1720
103
250
10,124
782
262
Outreach Percent
17.32%
19.84%
22.59%
25.27%
27.51%
28.01%
29.14%
29.17%
29.84%
33.94%
35.63%
37.38%
39.81%
42.40%
43.35%
54.73%
72.52%
9,107
26,340
35%
9,107
26,340
35%
* 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/)
Outreach Percentage
Circle Size = Total HP
Red Intensity= Most served
3. Assemble project teams.
 Divide into project teams.
 Capable/culpable leaders.
 Arm teams with resources to succeed.
 Encourage creativity.
 Work independently.
 Report regularly.
4. Review Baseline Data
Website usage
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
6. Determine Measurement
Metrics
Types of Metrics
 What indicates success
 What indicates lack of
progress
 Maximum & minimum
alarms
 Sorting & grouping
Northwest AHEC’s Metrics
 Registrations
 New customers
 Repeat customers
 Organization totals
 Page views
 Time on site
 Market penetration
 Organizational coverage
7. Provide Measurable
Objectives
In 4 least served counties:
1.
2.
3.
4.
5.
6.
Increase number of active customers in the database by 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 promotions
Over all web traffic:
7. Increase number of new visitors to website by 20%
8. Increase visits, page views, and time on site by 10%
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
Team Collaboration Site
/_layouts/i
Project Reporting
Project management by each team
Project specific lists
Marketing Dashboard
Website Dashboard
Backend Modifications
 URL Shortening
 Welcome Email
 Special Promotions
 Google Analytics Funneling
URL Shortening
 Before
 http://northwestahec.wfubmc.edu/courseware_v3/3
_0_0/index.cfm?method=dotransition&_webFlowTr
ansitionId=SET_DISCIPLINE_FILTER&discipline_fk
s=3&utm_campaign=welcome&utm_source=pub&u
tm_medium=web&utm_term=discipline
 After
 http://nwahec.org?dentistry
Welcome Email
Special Promotions
 Promo Codes
 Get users on the mailing list
 Free/Discount Content = New Customers
Administrative staff manages promotions
Customer registration page
Google Analytics Funneling
 Define a Goal
 See where users are getting off track
 See what’s working/not working
 Adjust accordingly
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.
Tagging for Targeted
Promos
 Campaign
 Source
 Content
 Term
Tagging for Targeted
Promos
Tagging for Targeted
Promos
Tagging for Targeted Promos
Targeted Promos: List
Processing
 New Lists
 Compare/filter against database
 Mail merge (Excel & Word)
 Incentivize
Tagging for Targeted
Promos
Tagging for Targeted
Promos
Tagging for Targeted
Promos
Nice. It Worked!
Feedback Loop
Paid Events
Free Events
Productivity per project
Results - How did we do?
Number of new customers
County
10/1/2008
to
4/5/2009
10/1/2009
to
4/5/2010
New
Customers
Delta
Alexander
11
20
+9
82%
Catawba
144
185
+41
29%
Davidson
21
39
+18
86%
Iredell
20
148
+128
640%
Average increase in targeted counties
All others
1,771
1,672
209%
-99
-6%
Objective 1:
Increase customers in database by 40%
In our four targeted counties
Registrations from new customers
County
10/1/2008
to
4/5/2009
10/1/2009
to
4/5/2010
New
Customer
Registrations
Alexander
11
39
+28
254.5%
Catawba
175
308
+133
76%
Davidson
38
72
+34
90%
Iredell
44
185
+141
321%
Average Increase (new)
All others
3,582
Delta
185%
2,796
-786
-22%
Objective 2:
Increase new registrations by 50%
In our four targeted counties
Registrations from existing customers
County
10/1/2008 to
4/5/2009
10/1/2009 to
4/5/2010
Existing
Customer
Registrations
Alexander
20
27
+7
35%
Catawba
403
556
+153
38%
Davidson
193
273
+80
41%
Iredell
311
313
+2
1%
Average Increase (existing)
All others
15,118
Delta
29%
11,636
Average Increase (New & Existing)
-3,482
-23%
109%
Objective 3:
Increase Existing registrations by 30%
In our four targeted counties
Repeat registrations from new customers
County
10/1/2008
to
4/5/2009
10/1/2009
to
4/5/2010
Repeat
registrations
from new
customers
Alexander
0
21
+21
NA
Catawba
32
123
+91
284%
Davidson
17
33
+16
94%
Iredell
24
37
+13
54%
All others
1,181
1,124
-57
-5%
Average Increase
Delta
144%
Objective 4:
Increase repeat registrations by 20%
In our four targeted counties
Objective 5:
Increase Market Penetration By 3%
County
Unique HPs served
10/1/2008 to
4/5/2009
Alexander
Iredell
Davidson
Catawba
All Others
10/1/2009
to
4/5/2010
44
549
317
783
7,414
County
72
690
351
916
6,628
28
141
34
133
-786
64%
26%
11%
17%
-11%
outreach_percent
10/1/20
08 to
4/5/200
9
Alexander
Iredell
Davidson
Catawba
Average
All Others
17 %
20%
22%
25%
21%
8%
10/1/200
9 to
4/5/2010
27%
23%
23%
26%
25%
7%
Total Health Professionals
2007
Sheps
Data
Alexander
Iredell
Davidson
Catawba
All Others
County
2008
Sheps
Data
254
265
2767
2986
1403 1,557
3,098 3,495
89,290 93,520
Average
Increase
11 4%
219 8%
154 11%
397 13%
4,230 5%
3.8%
10%
3%
1%
1%
4%
-1%
Objective 7:
Increase new visitors to website by 20%
Objective 8:
Increase visits, page views, and time on site by
10%
Project Productivity
Type
New customers in
targeted counties
List processing
350
$800
$2.28
Free online courses
775
$5,500
$7.10
Site Visits
286
$3,900
$13.60
Discounted online
courses
19
$290
$15.26
Mailing packets
38
$1,470
$38.68
Booth at events
20
$800
$40.00
Surveys
14
$1,000
$71.40
$13,760
$9.16
Grand Total
1,502
Cost per customer in
targeted county
Cost of project
Thanks! Questions?
Christopher A. Jones, M.H.A.
Andrew Brewer
Lee Howard
[email protected]
[email protected]
[email protected]