Video Course: Marketing Module Level 1 Lesson 5: Segment your audience and stakeholders : Bravo Support Hub

This lesson explores segmentation using the PatronBase Marketing Module.

Key points:

As a verb, to ‘segment’ is to take the action of filtering and dividing an audience, in our case, that’s our patrons and stakeholders - into subgroups of audiences based on some types of shared characteristics.
As a noun, each of those subgroups of audiences is called a ‘segment.’
The purpose of segmentation is to enable better targeting of campaigns towards specific audiences
Utilising segmentation, marketing strategies may be tailored to meet the specific needs, preferences and behaviours of specific groups
Working in the Marketing Module Reporting window we refer to as “running queries” and “mining the patron database”. The reporting window itself may also be referred to as the “query window” or “query engine”.
The buttons with left and right pointing arrows add filters to or remove filters from the query.
With the exclude criterion window we are asking the system to exclude those in the added filter group or groups from the audience segment produced
clicking the double arrows clears all the filters from both the include and exclude criterion window in one step
Include Patrons in ANY or ALL of is most important when there are multiple filters selected. ANY has a wider focus, whilst ALL has a narrow focus. The exclude criterion window only has the ANY option.
The report box on the bottom left of the screen gives you options for report outputs
The options box gives you further options in relation to data sorting
To the right of the options box are some options for including patron relationships. Please contact the support team if you’re interested in using this feature.
Go executes the query
On the right of the Go button there is a dropdown menu which presents the options of preview and create fundraising opportunities. Create fundraising opportunities is associated with the PatronBase Fundraising Module - ask the support team for further details. Preview allows you to see a preview of your query without executing it.
Add Patrons to Group > selecting a group from the dropdown menu allows you to add patrons filtered from a query to the selected group. Alternatively you can type a new group name in the field, creating a new group for filtered patrons to be added to.
Add Patrons to Group is useful in a couple of ways: a) saving group segments you can later re-target e.g. with a follow-up campaign b) saving group segments you can use to construct future queries.
If Add Patrons to Group is used with Preview, patrons will not be added to the group until the query is executed, with the Go button.
The Remove Existing Patrons From A Group checkbox will remove filtered Patrons from the selected Group. As with Add Patrons to Group, patrons will not be removed from the the group until the query is executed, with the Go button, allowing you to preview the query first using Preview. Preview also has a count on the bottom left, which helps act as a check on your query.
In addition to previewing and executing a query you can also save a query to reuse. The Save Query button opens a window to allow you to save the query as a file. Select shared drive Z to save the query to Z Drive. You can then click Load Query to select your previous query to load it and run it again.
Be careful before running a query of a complete list of everyone in your database - marketing emails should be opt-in.
In order to create a list of everyone in your database (including staff, contractors and anyone else) first create a Group Attribute called No-one. This group will be empty. Add the no-one group to the exclude criterion window, choose contact list with all other options (including privacy boxes) deselected. The list extracted will exclude no-one, or include everyone. The number of people can be found on the last page of the report.