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  • Making the most of marketing metrics

    first_imgAs the end of the year quickly approaches, we find ourselves once again looking forward to all of the exciting opportunities and projects we can approach in the coming year. While you’re planning out your marketing calendar and activities for 2019, take some time to consider how you’re using your metrics to track your success. After all, what gets measured gets our attention, and there’s plenty of insight to be gained from the things we’re measuring. You can do your future-self a lot of favors by making sure your metrics make sense for your marketing goals and those for the credit union as a whole. When you focus on the things that truly matter, you and your department move the vision forward. Here are some ideas for leveraging your metrics to gain useful insights.Looking for GrowthMembership growth is on plenty of minds right now and there are ways to help you understand your unique situation better.New target member: Your target member is the person who is the best-fit for your credit union based on its purpose and offering. When you look at your new member numbers, you can also identify how many of those new members fall within your target group.This can be a more meaningful identifier for longer-term success than just new members for two reasons. One, your target member is most likely to be satisfied with your partnership and become advocates for you. Two, you can add poor-fit members (say, through indirect lending) and you may never make them advocates, even with lots of costly onboarding activities.Keeping track of how many new members fall into this category is helpful because it can also confirm whether or not awareness and branding activities are reaching the right audience. Then, seeing their engagement and product mix over time gives you an idea if you’re adequately serving their needs. Attrition: It doesn’t help to bring in 10 new accounts when you lose 20 in the same time frame. Get to know the ins-and-outs of closed accounts. That includes how long they’ve been a member, what kinds of accounts they had, and their reason for closing.With some more information about your recently closed membership, you can piece together what it would take to keep more of them at the credit union. It may be as simple as educating members about convenience products when they are in the process of moving. Looking for Engagement Engagement also feeds into the growth of your credit union. Not only can you add more members, but you can also ask for a larger share of wallet from the members that you already have.Product and Service Adoption: Knowing the percentage of members using your products helps you identify which ones are popular and which ones would be improved with more marketing activities. In addition to looking at the penetration for a product or service, get to know how they are related within a membership. Some products and services are clearly complimentary – like your bill pay with your checking accounts. Try to find connections that may not have been as intuitive. Maybe you have a specialty product that acts as a gateway. You gain enough trust with the member through that products that they want to bring over more of their business. That’s where you want to pay attention and use the knowledge to drive additional business with both current and potential members.Looking for Efficiency and EfficacyChannel Performance: Knowing how your channels perform can help you in a few ways. For example, you can see how effective you are with your email campaigns by looking at opens, click throughs, and resulting new accounts or services. Additionally, you can see where you are getting the most activity within your membership. As you identify a best-fit member, you’ll also want to know where you can reach them. Seeing your channel performance can help you more easily choose the right channels when you’re creating campaigns. You’ll also be able to see where you should invest time, resources, and technology.Sales Conversions: Especially when you’re using multiple channels or when you have hand-off points in our process, tracking the flow of the member or potential member is key. Look beyond the number of leads successfully converted and you can find out where your process can be improved. You may find simple adjustments – like the fields in a form or the layout for a landing page – make a huge difference in your outcomes.Traps to AvoidDon’t waste your time tracking things that don’t matter or that don’t give you valuable information. Skip Vanity Metrics. It can feel good to see likes to your Facebook page or that an event was well-attended, but what did it do for your business? Instead, look for results, not activity. Engagement and conversions tell you whether or not the activity is working and is worth the effort that you put in. Don’t Settle for What’s Easy. It can be tempting to track the things that are easy to track, even if they don’t tell us what we want to know. Whether it’s a high-level metric or something short-term for a specific campaign, identify what you really care about. There’s always a way to get the data, you just need to design it.Quality Over Quantity. It takes time to manage data, so go for quality rather than quantity. Just as you don’t want to settle for the easy things, know what you want to determine and keep your focus on that data.Metrics can be fun and they most definitely can be useful. Be smart and selective to make the most of your time, get the information you need, and be more impactful with your marketing. 1SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Jennifer Laud Jennifer is a credit union marketing consultant and the owner of Jennifer Laud Consulting. She has a background in strategy and a passion for positioning credit unions to find their … Web: www.jlaud.com Detailslast_img read more

  • Clippers rally from 28 down, beat Celtics

    first_img Kristaps Porzingis ruled out as Clippers, Mavericks set for Game 5; Follow for game updates Clippers vs. Mavericks Game 5 playoff updates from NBA beat reporters Irving left with 2 1/2 minutes left in the second quarter after spraining his right knee while weaving through traffic on defense. Boston led by 20 at the time, and the team quickly announced that he would not return.He finished with 14 points and two assists in 14 minutes. He had been averaging 23.8 points and seven assists this season. He missed the last 15 games and all of the playoffs last year with injuries to his left knee. Boston scored 15 straight points and finished the first quarter with a 23-point lead, then extended it to 68-40 in the second. The Celtics led 74-53 at halftime, but the Clippers outscored them 28-12 in the third.Los Angeles finally tied it 100-all, bringing boos from the crowd that expected an easy victory against a team that traded away leading scorer Tobias Harris at the deadline and added five new players. Gallinari followed with a jumper to give the Clippers their first lead.The Celtics were down by a point when Marcus Smart missed a 3-pointer, then tried to take a charge on Harrell but didn’t get the call. The Boston guard was on the floor, hoping for a call, when Beverly hit his first 3.Harrell followed by stealing the ball from Hayward, then bounding down the court with a Celtic on either side before going in for a two-handed dunk that made it 114-107. After Tatum hit a 3, Beverly answered, and then Harrell poked another ball free to preserve the lead.KYRIE OUT PreviousBoston Celtics’ Marcus Morris (13) shoots against Los Angeles Clippers’ Milos Teodosic (4) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Montrezl Harrell reacts during the second half of an NBA basketball game against the Boston Celtics in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Terry Rozier shoots during the first half of an NBA basketball game against the Los Angeles Clippers in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer) SoundThe gallery will resume insecondsLos Angeles Clippers’ Garrett Temple (17) drives past Boston Celtics’ Terry Rozier (12) during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Jayson Tatum (0), Gordon Hayward (20) and Al Horford (42) play against the Los Angeles Clippers during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)The Los Angeles Clippers bench reacts to a three-pointer by Landry Shamet during the second half of an NBA basketball game against the Boston Celtics in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Jaylen Brown (7) drives past Los Angeles Clippers’ Landry Shamet (20) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Montrezl Harrell (5) protests a call during the second half of an NBA basketball game against the Boston Celtics in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics head coach Brad Stevens, left, and Los Angeles Clippers head coach Doc Rivers watch during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Daniel Theis (27) reacts during the second half of an NBA basketball game against the Los Angeles Clippers in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Daniel Theis (27), Terry Rozier (12) and Marcus Morris (13) walk to the bench during a timeout in the second half of an NBA basketball game against the Los Angeles Clippers in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Gordon Hayward, right, reacts beside Los Angeles Clippers’ Landry Shamet during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Brad Wanamaker (9) and Daniel Theis (27) react during the second half of an NBA basketball game against the Los Angeles Clippers in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Shai Gilgeous-Alexander (2) blocks a shot by Boston Celtics’ Marcus Smart (36) during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Gordon Hayward (20) defends against Los Angeles Clippers’ Lou Williams (23) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Terry Rozier (12) plays against the Los Angeles Clippers during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Landry Shamet (20) drives past Boston Celtics’ Kyrie Irving (11) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Marcus Morris (13) and Al Horford (42) double-team Los Angeles Clippers’ Danilo Gallinari (8) during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics coach Brad Stevens reacts during the second half of the team’s NBA basketball game against the Los Angeles Clippers in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers coach Doc Rivers protests a call during the second half of the team’s NBA basketball game against the Boston Celtics in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Kyrie Irving (11) dribbles the ball in front of Los Angeles’ Clippers’ Garrett Temple (17) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics head coach Brad Stevens reacts during the second half of an NBA basketball game against the Los Angeles Clippers in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Jaylen Brown (7) defends against Los Angeles Clippers’ Montrezl Harrell (5) during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Patrick Beverley reacts during the second half of an NBA basketball game against the Boston Celtics in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Terry Rozier (12), Al Horford (42), Jayson Tatum (0) and Marcus Morris (13) walk to the bench during a timeout in the second half of the team’s NBA basketball game against the Los Angeles Clippers in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Montrezl Harrell (5) shoots against Boston Celtics’ Al Horford (42) during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Kyrie Irving (11) drives past Los Angeles Clippers’ Garrett Temple (17) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Ivica Zubac (40) shoots against Boston Celtics’ Jayson Tatum (0) during the second half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Gordon Hayward (20) drives between Los Angeles Clippers’ Landry Shamet, left, and Milos Teodosic (4) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Jayson Tatum (0) shoots against Los Angeles Clippers’ Ivica Zubac (40) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Gordon Hayward, left, drives past Los Angeles Clippers’ Landry Shamet during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Boston Celtics’ Marcus Morris (13) shoots against Los Angeles Clippers’ Milos Teodosic (4) during the first half of an NBA basketball game in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)Los Angeles Clippers’ Montrezl Harrell reacts during the second half of an NBA basketball game against the Boston Celtics in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)NextShow Caption1 of 31Los Angeles Clippers’ Montrezl Harrell reacts during the second half of an NBA basketball game against the Boston Celtics in Boston, Saturday, Feb. 9, 2019. (AP Photo/Michael Dwyer)ExpandBOSTON (AP) — Montrezl Harrell forced two turnovers in the final two minutes and Patrick Beverly hit a pair of 3-pointers in front of the Boston bench Saturday night to help the retooled Los Angeles Clippers overcome a 28-point, first-half deficit and beat the Celtics 123-112.One game after the Lakers rallied from 18 points down to win in Boston on Rajon Rondo’s buzzer-beater — and six days after the Patriots beat the Rams in the Super Bowl — the Clippers turned the “Beat L.A.! chants” to boos. The Celtics collapse corresponded to the loss of Kyrie Irving, who left with a sprained knee in the second quarter, when the game seemed comfortably in hand.Harrell scored 21 points, Danilo Gallinari had 19 points and 10 rebounds and trade deadline acquisition Landry Shamet scored 17 points.Gordon Hayward scored 19 points and Jayson Tatum and Terry Rozier had 16 apiece for Boston. The Celtics followed their highest-scoring half of the season with their lowest-scoring quarter and lost at home to a team from Los Angeles for the second straight time.Related Articles What the Clippers are saying the day after Luka Doncic’s game-winner tied series, 2-2 Clippers hope they can play to their capabilities, quell Mavericks’ momentum Newsroom GuidelinesNews TipsContact UsReport an Error For Lakers’ LeBron James, Jacob Blake’s shooting is bigger issue than a big Game 4 victory last_img read more

  • Parents encouraged to read to children

    first_img…as Ministry launches reading programmeThe Social Protection Ministry, in collaboration with the Child Care and Protection Agency (CCPA); the Maternal and Child Health Unit; and the National Library, on Tuesday launched the first of its kind back-to-basics reading programme.Themed “Early Experiences Matter”, the reading programme, which was launched at the East La Penitence Health Centre, is aimed at promoting reading as a fun activity.A toddler eager to engage in the stories found in a book that was given to herSpeaking at the event on Tuesday, Social Protection Minister Amna Ally urged parents to take advantage of the programme. She noted that the world was a knowledge-based place where reading was essential and opened children to early academic success.“This programme has been initiated to lay the foundation in the development of our young children; studies have shown that babies begin absorbing language while still in the womb earlier than previously thought. It is said that sensory and brain mechanisms for hearing are developed at 30 weeks of gestational age, so, therefore, unborn babies can actually listen to their mothers,” Minister Ally told the gathering of mostly mothers.The objective of the programme is to get children interested in books and reading at an early age. The programme targets children aged 0-3 years.Adolescent Health Coordinator, Dr Oneka Scott noted that it was expected that the programme would help children to build an interest in books at an early age.“We cannot forget the importance of reading. I am excited that this programme will expand to a whole host of health centres and everyone will be accessible to it; please, however, I urge you to make reading a part of everyday lives and to make good uses of those books that were given to you. Reading a book once is never the same as reading it 10 times,” Dr Scott noted.Social Protection Minister Amna Ally reveals a mini-library in the presence of CCPA Head Ann Greene; Adolescent Health Coordinator, Dr Oneka Scott and Chief Librarian Emily King at the launching of the back-to-basics reading programmeThe programme is expected to expand, targeting 361 health centres across the country.A number of storybooks were given to parents who were encouraged to read them to their children, since they were the first educators in a child’s life.Meanwhile, a mini-library will be set up at all health centres and the books will be available to parents to read to their children while they await their turn to see the doctor on duty. (Yanalla Dalrymple)last_img read more