Conference Session: Small School, Big Analytics: Data Science for Direct Marketing

Data science is all the buzz, and we’re hearing a lot about how larger institutions are adding data scientists to their development teams. In smaller schools with smaller alumni bodies and different staffing arrangements, how can we leverage the data at our disposal to make smart marketing decisions? This presentation will provide case studies showing how the Amherst College Annual Fund utilizes information to inform direct marketing campaigns. Topics will include A/B testing, segmentation using solicitation preferences, overcoming issues around data sparsity, and using Google Analytics to maximize your online giving form.