Senior Consultant - Savannah Platform OrangeBoy Inc.
How can we use data to make messaging as effective as possible? That’s the question the San Francisco Public Library and their data partner, OrangeBoy, Inc., will be answering during this session. Using data on what services people utilize most frequently and when they ‘fall off’ from active use, the San Francisco Public Library’s marketing team is strategically shaping their messaging to provide customers with the most relevant information possible. Customer acquisition and retention is costly – by targeting users based on their individual needs and interests, libraries can increase the return on their investment and build sustainable, life-long relationships with their customers. SFPL’s Deputy Director of Communications, Jaime Wong, and Kate Jacobs, Senior Client Relationship Manager at OrangeBoy, will discuss the data strategy behind the Library’s campaign to re-engage lapsed users, strengthen relationships with existing users, and acquire new users.
