The Nature Conservancy (TNC) is a global environmental nonprofit working to create a world where people and nature can thrive. TNC is one of the most effective and wide-reaching environmental organizations in the world. TNC uses SAS® Customer Intelligence 360 and SAS® Viya® to maximize donations from more than a million members worldwide through email, phone, mail, digital ads and other channels. SAS' customer data platform capabilities, which aggregate and contextualize first-party and third-party assets, have been key to this initiative. This enables TNC to combine offline data with digital campaign data and web analytics into a single member profile, creating insights to learn from and act on.
The content shared in this session:
• Introduced TNC and its approach to data management, customer analytics and integrated marketing.
• Strategically described how SAS is used for audience segmentation and paid media targeting.
• Demonstrated how both marketers and analysts can use SAS to capture first-party data from owned digital properties, derive both rules-based and algorithmic segments, integrate with Google and Facebook Ads and orchestrate contextual personalization beyond ad impressions/clicks for the acquisition of new constituents while engaging current members.
Presentation slides are attached to this post.
When the ultimate goal is protecting the natural world, working more efficiently to increase fundraising revenue translates into a brighter future for the planet.
John Blackwell, The Nature Conservancy
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