Audience Analytics Data Submission Guide Current Participants

Transcription

1 Audience Analytics Data Submission Guide Current Participants This material will guide you through the process of reviewing your current data in emerge and organizing, preparing, and uploading your new or additional data. 1) Review your current data in emerge: Are your lists segmented and named in a way that makes sense to you or other participants? Do you have at least 3 consecutive years of data in emerge? Have you uploaded your suppression lists? Have you uploaded all of your data? Have you marked key lists as Do Not Trade? 2) Prepare your files to be added, and upload them using the Wizard! Standard Account Users: The deadline to submit new or additional data to emerge is August 2 nd. After this point your access to the Data Upload Wizard will be turned off. Advanced Account Users: We encourage you to add any new or additional data by August 2 nd as well so it will be included in the NCOA cleaning on August 7 th. However, you will maintain access to the Data Upload Wizard for the year and will be able to submit new lists on an ongoing basis. For questions regarding any step of the Data Submission Process or emerge, please contact your TRG representative: Adam Scurto Regional Coordinator TRG Arts ascurto@trgarts.com For the quickest response and support, help@trgarts.com Remember The more you put in, the more you ll get out of this program! Audience Analytics is part of the Cultural Alliances Engage 2020 Initiative and is generously supported by the Pew Charitable Trusts.

2 Step #1 Review your current data in emerge Determine what needs to updated or added as new. Here are some things to consider: Are your lists segmented and named in a way that makes sense to you or other participants? Do you have at least 3 consecutive years of data in emerge? Have you uploaded your suppression lists? Have you uploaded all of your data? Have you marked key lists as Do Not Trade? Step #2 - Take Inventory of your Lists / Segments in your Database(s) Think about the various types of lists (segments) you have within your organization, considering the past several seasons or memberships cycles and where they are housed. Consider your ticketing system, donor or fundraising system, education lists, staff or artist lists, volunteer lists, or any other data you collect. The more data you send, the greater your capacity to use the system to its full advantage. Any data you provide can be hidden (marked as Do Not Trade) within emerge so only your organization has access. How much of my data should I submit to the Community Database? We recommend that you treat the Community Database as your own online marketing tool and send ALL the data you have available on all patrons and their transactions from the last five years. The more data you put into the Community Database, the more control, marketing intelligence, and savings you will get out of it. Why would I do that? Only with complete data IN the Community Database can you expect maximum benefits OUT of it. The more data you have in; the more control that you have. (Note: This should also include people you don t want to receive mail so that they can be removed from lists you trade for). All of my data? Really? Yes. Your data is safe and 100% in your control in the Community Database Program. Your data is housed in a separate secure server; there are no unauthorized users. You decide which segments of your data are hidden, so only you know they exist, and which are available for trade. However, remember, you must have at least one segment available for trade in order to participate in the program. Your permission is always required for any trade yours is the last word on who uses your lists, what portions of data they may use, and when. Do I have to? No, but we do encourage it. By contributing more it will help you: Identify super patrons in your community TRG s national patron behavior research says that the more patrons buy, the more they keep buying. Use Community Database data intelligence to choose the most responsive lists for your offers. Easily include and access your do not contact lists Access demographic and geographic information to better target your mailings.

3 Step #3 Pull and organize your data Now that you have a sense of what data you have available, pull and compile it to send to TRG. A template and sample submission has been provided for your reference; if you require any deviation from this format, please contact TRG to determine the best way of doing so. Segmentation One of the most important parts of compiling your data is segmentation; segmentation is breaking up the large composite of your data into segments or lists. TRG uses three criteria, or fields to distinguish segmentation: Buyer Type, Year, and Description. These key fields also allow TRG to segment your data and provide us with how you would like to see your data in emerge. Without these fields, we have no way of knowing proper segmentation. While you can code your data however you wish there are a few things to keep in mind: Buyer Type Buyer Type defines how the data is coded in emerge. While there may not be a buyer type for every type in your ticketing or donor system, use the appendix to determine what buyer type is most appropriate for your use. The suppression (omit, nixie, do not) buyer types are below. If a patron appears on even one list with one of these buyer types, they will be suppressed as defined below. SUP (suppression): removed from all trades, orders; MOST COMPREHENSIVE DNM (do not mail): removed from trades, mailing list created DNT (do not trade): removed from trades DNE (do not ): removed from lists created DNC (do not call): available for you when creating a phone list Example: If John Smith is a VIP of mine and I don t want to trade him with another organization and I also don t mail to my VIPs in the same way as I do my other names, I create a VIP list with John Smith on it and mark it as (Do Not Mail). If John Smith is also a single ticket buyer for Cinderella and I give the Cinderella list to another organization, John will be removed from that list prior to the other organization receiving it. Why is it important that I send my suppression (Do Not Mail, etc) segments? It is impossible to know who not to mail if they are not in your database as a suppression list. You need that suppression list to exclude names from every trade request you receive from another organization as well as every list you pull for your own direct marketing so you do not mail any of the households that have told you: Do Not Mail to me. Year Year defines the year or season in which an event took place. If you have a split year season (09-10, 10-11), use the later year. Example: Subscribers would have the event year Description Description is your chance to detail what the list contains. Be clear in your descriptions so everyone on your staff as well as your trading partners understand what the list is. Additionally, TRG strongly recommends using a naming convention that allows visibility of the event year and buyer type within the description. Note: The event description must be less than 50 characters Examples: SUB: Full Season Classic STB: Nutcracker 2006 DON: Annual Fund 2008 MEM: Family Membership Additionally, you can incorporate things like venue or genre into your description so it is easily searchable.

4 Examples: SUB: 6-pack Hubbard STB: Tribute to Sondheim Pops Should I include Patron ID numbers in my data submission? Some organizations employ patron ID numbers as an important part of their patron history files; other organizations do not. Please know that if you send patron IDs, they will be retained, but will NOT be used in the de-duplication of your mailing or lists. They will simply be stored in the system for use by the submitting member organization. Many of my patrons purchase more than one package or ticket from my organization. How do I represent their buying history accurately? TRG views history by transaction, not by patron. This means that each record (row in Excel) is an individual transaction. Should a patron purchase more than once, please simply include multiple records (rows) to indicate this. For example, if Jane Smith purchased a single ticket to Nutcracker and a single ticket to Giselle, she would have two records (two rows in excel). The distinguishing difference in these two transactions would be the buyer type, year, and description (STB / 2010 / STB: Giselle); everything else in the record would be identical biographical information for Jane Smith. Know that emerge de-duplicates records at the order level (mailing list, list, etc), so you have no fear of downloading a duplicate patron simply because you provided historical information. Do not de-duplicate your data prior to sending to TRG.

5 Step #4 Upload your data using the Data Upload Wizard TRG has provided a template for your use in preparing your data for upload. You must have all fields named EXACTLY as the template indicates. There can be no additional fields (columns) and all fields must be present. Files uploaded with the Wizard can be in the following formats: xls (Excel 2003), csv (Comma Separated Value) or txt (Text, tab delimited). All records must include at least one of the following to be valid: last name, company name, full name, or . If NONE of these fields are populated, the record will not be loaded into emerge. Your uploaded file will be used either to add one new list to emerge or to replace ONE emerge list (segment). If you choose to replace a list in emerge, all records currently in that list will be removed in favor of the new list. TRG Upload Wizard To get to the Wizard, log into emerge as usual Go to My Account and click the tab called Upload Wizard Click Start Wizard to begin

6 Step 1: Prepare File This step is a reminder that all files must be in the template. Click Next to continue. Step 2: Upload File Click the Browse button to find your file from your computer. Once you have selected the file, click Next.

7 Step 3: Review Upload Review what you have uploaded. Note the number of records in the file and the number that will not be uploaded due to empty fields. Also note any fields with a large percentage of blank records. In the example below, since the field shows 99% blank, if you believe all of your records should have addresses, you should review your file prior to continuing. In that example, you would cancel the upload, review your file and prepare it for upload again. Start over with the Upload Wizard when your file is satisfactory.

8 Step 4: Assign List At this step, you must determine whether your list is going to replace an existing emerge list (segment) or whether you are going to use your data to add a new list to your emerge warehouse. If you are replacing an existing list, you will be provided a listing of all your current emerge lists. You can select which list you wish to replace. Remember that by replacing an existing list, you are choosing to delete all of the records currently there, and replace them with the new file.

9 If you are adding a new list, you will be provided dropdowns to select the Event Year, Buyer Type, and a place to type in the Event Name. All of these fields will combine to create your Event Description in emerge. Click Next when you are finished. If the list you attempted to add is similar to a current list in emerge, you will be provided the option to select one of those lists. You may choose to continue adding a new list or may select a list to replace. Click Next when complete.

10 Finished Your list is now put in a queue for upload to emerge. It will be ready in emerge within five business days of upload. You will receive an when your list is ready in emerge. If you have another list to upload, click Return to Wizard to start the process again with another file.

11 Previously Uploaded Files When you return to the Wizard start page, you re able to see the list you just loaded into the queue under Previously Uploaded Files. The yellow dot means it is in the queue, but has not been put into emerge yet. File Statistics: This is available after the list has been processed and is uploaded to emerge (green dot). It opens a web page with a report that details the same information as the sent to you upon completion of your upload (number of records, number of records not uploaded, etc). Undo Upload: Once a file is uploaded (green dot), you can undo your upload. This will undo the replacement of your prior list (note that it will NOT remove a new list you created). Only the last iteration of a list is available to undo. Meaning, only your most recent upload for that emerge list can be undone. You cannot undo an upload for a list that another upload has replaced.

12 Frequently Asked Questions How can I go back and change something once I m using the Wizard? You cannot go back once you ve begun work in the Wizard. However, you can cancel what you have done so far to abort your update and start over. Can I remove (delete) a list once I ve uploaded it? To delete a list from emerge, contact TRG with the buyer type, year, and event description of the list. Undo Upload will only reverse an upload that replaced another list, not delete a list from emerge. Why does emerge say my full name field is blank when it has data in it? If you used a calculation in Excel to create a full name field, you must turn that formula into data prior to uploading. emerge will not except a formula. Copy and paste special to turn the formulas into values. How fast do the lists appear in emerge after upload? emerge updates are queued up in the order they were uploaded. Because emerge only updates with new data overnight and on weekends, your list may appear the next day or may be up to five business days. You will receive an when your list is ready for your use. How can I add data to an existing segment without deleting what is currently there? You cannot simply add data to a segment in emerge, it must be a replace. However, you can create an order in emerge and download what is in the list currently and add to it. When you upload that list, it will replace what s in emerge with the new, complete listing. This is especially useful for suppression lists (Do Not Mail, Do Not Call, etc).