Hi Guys,
Is anyone out there in the land of tessitura tackling ‘weighting’ algorithm for buying behaviour?
We are wanting to implement a simple one for tickets purchased on Tessitura. Basically 1 point to a ticket purchased > $0.
This may reflect a difference in what constituents ‘tell’ us they like and what constituents ‘buying behaviour’ tells us.
Question:
If I have selected Comedy as an interest but my buying behaviour tells us that I actually buy tickets to the Symphony (let’s say I have a weighting of 6 for classical music in the past six months) and have opted into communication from us. If we communicate to that constituent information about the upcoming Symphony shows – and they don’t want to hear about symphony – how can they let us know they don’t want to receive information? In other words how do they ‘opt-out’ of something they never ‘opted in’ to in the first place?
They haven’t select classical music as an interest. So how can we ‘unselect’ a weight as to not contact them if they have requested that we don’t?
How are others tackling this?
Would be great to chat
Hi Ranie
In general, people tend to handle opt-outs using Attributes, I think – certainly in the consortium context, where the simple mail restriction fields on the general tab aren’t much use.
If you create an Attribute called “Symphony contact restriction” for example, with values like “No Mail”, “No Email”, “Go away or I'll call the police” (or whatever), and set those if people let you know they want to opt out, then you can use those attributes to exclude those people from relevant mailouts, irrespective of their weightings, as a normal part of your procedures.
Then you won't have to muck around with forcing their weightings off, or anything like that - you just have to remember to always use the attributes.
Ken
Ok yeah - and those attribute restrictions really only need to be used when you are using the 'weight' column to market to. For the interest can be changed by the constituent.
It does save having to remove the weighting from a constituents record, all we would need to do is suppress those who have the ‘Classical Music contact restriction’ (or how ever we label it) attribute.
Great Ken, thanks – I think I also like the ‘go away or I’ll contact the police’…. as an option! : )
Just a quick one though - how do you handle it over the web? If a constituent log's in to their account to change their preferences because they are receiving information that is assigned to their ‘weight’ not their interests, do you find they just email the ‘feedback’ or contact us section?
I have to confess i was speaking theoretically - we don't actually collect contact restrictions at that level of detail ourselves
We are now adding calculated weighted genre interests based on actual purchase history, as well as the interests nominated by the patrons (we use a more fine-grained set of genre "interests" for the calculated ones, with a primary genre/subgenre structure), but I don't think we've ever considered the possibility that someone might attend lots of classical concerts but not want to get promotional material about classical programs, while being happy to receive promo material about other things in which they have expressed an interest.
But I would assume that you would want to deal with that from the website via a CSI type feedback, as sashby said. I wouldn't be taking the risk of encouraging that sort of behaviour by making it too obvious as an option, or spending a lot of time setting up a specific mechanism to deal with an unlikely scenario....