What is segmentation? Well, it's dividing your database of constituents into meaningful groups. In Andar, the oldest and most often used method is campaign structures. This hierarchical structure is where you can take your accounts and assign them to various divisions, sections, groups, etc. Andar automatically summarizes campaign results at each structure level. Campaign structures are also the basis for most campaign reports.
Andar recently introduced another method of segmentation based on the ranking functions. Ranking is where all accounts in your database are ordered based on various gift types. We recently expanded this function to rank accounts by such things as number of communication log entries, number of web accesses and page viewed, number of gift relationships, number of touches, number of contact relationships, interest ratings, etc. Now you can see at a glance how involved your account is.
The issue with ranking is that we get information but not intelligence. What does it mean if an account is ranked 1,493? Not much. To turn information into intelligence, we introduced segmentation to rankings. For that we used a process called "quintiles" which is commonly used in marketing. We take your database and divide it into 5 equal groups, hence "quint" for 5. The next step is to use the ranking to assign the accounts into the groups. The first quintile consists of the bottom 20% (one fifth) of your accounts whereas the fifth quintile consists of your top 20% of accounts.
Now your ranking tab on accounts will show you the various ranks plus the segment number where the account belongs for this particular measure. A "Segment 5" will immediately tell you that this account is important. It’s one of your top 20% of accounts. Once you're on the latest release and if you have MIG, rebuild your ranking summaries to automatically get segmentation.
Andar also has a new bio tab item called "Ranking/Segmentation" that will display ranking and segmentation information for selected ranking types. You can even select what information to display. We would recommend you select "show segment number" to start. This will show you a bird’s eye view of your account over the years. By default we automatically color the ranking numbers as shown in the image below.
Note also that Andar is delivered with a default of quintiles but you could define your own segments (such as deciles--10 equal groups) or use value ranges similar to your current leadership levels.
Using data mining, you can select accounts in a particular segment.
Are you new to Data Mining? Then this session is for you! This e-Class is designed specifically for those who have little or no exposure to Data Mining. In this e-Class you will learn how to use Data Mining to extract data for analysis. You will be shown how to create a data warehouse, and how to extract the data to a spreadsheet. You will also learn how to update an existing DMO for those times where modifications are required.
Pre-requisites: A working knowledge of Andar including profiles, campaign structure, tracking parms, leadership levels, relationships.
Target Audience: Although examples used are from Resource Development, this class is appropriate for any staff person to learn the basics of pulling data from Andar.
Please note: This class does not cover Mailing Lists and Mailing List Usages.
For fee and registration information,
please contact the Help Desk, toll-free, at 877-479-3780 x314.
Service Pack 2010.02 is now available for download.
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