General Manager Cooperative Data, Data Axle Nonprofit
Just as NASA’s latest mega moon Orion rocket has blasted off to the moon, Data Axle’s Apogee Orion models are showing out of this world results. “Data Axle’s new series of Apogee Constellation models which include Orion, Phoenix and Galaxy have also launched and are off to an outstanding start,” says Colin Anderson, General Manager Cooperative Databases.
Apogee has hit several milestones in 2022 including 1,000 members with much more to come in 2023.
Data Axle’s Richard Geiger and Colin Anderson sat down to talk about how Apogee has evolved since Colin joined the team and what’s coming in 2023.
Richard Geiger: It’s been a busy year for you after becoming General Manger of Data Axle Cooperative Databases. What do you see as our biggest achievements this year?
Colin Anderson: Not to sound like a data geek but by far our biggest achievement is launching the new Constellation series of models which include a new suite of prediction algorithms within our cloud-based platform using artificial intelligence. Each model allows us to view the database through different lenses, identifying the best prospective donors which in turn helps our clients expand their reach and campaign performance. We have invested in moving our modeling technologies to the most current tech stack and implemented new modeling algorithms that are showing broadly improved performance.
To highlight a few of the new models:
The Orion model is highly customizable, combining two models in one and is well suited for predicting both response rate and gift. Its key benefit is the ability to leverage more data on each prospective donor than other modeling processes. Launched in Q3 of 2022, client testing results have been stellar.
The Galaxy model is a combination of multiple diverse models. It’s an extension of our ensemble model, which uses a combination of different algorithms and training sets to analyze the database through various views. The model aggregates the predictions into one super ranking. This model can be best used for finding larger universes.
The newest Phoenix model uses a powerful machine-learning algorithm that was only recently made possible by advances in computer technology. The cool thing about this model type is that it learns from its mistakes and corrects them every step of the way. It builds many models, checking its work as it goes, making modifications along the way. This modeling technique became popular after winning data science competitions for its ability to make very accurate predictions!
With the current member roster topping 1,000 we are very excited about the ability to provide our nonprofit members with a comprehensive understanding of virtually every prospective donor. The Apogee co-op contains over a billion unique donations, contributed by millions of donors.
RG: This is great stuff! Nonprofits have a tough year ahead, how can Apogee members work to improve their acquisition strategies? What advice do you have for nonprofits headed into these macroeconomic headwinds? We all understand transition to an omnichannel strategy is important for continued success and growth for nonprofits. How can Apogee support omnichannel campaigns?
CA: My advice is to utilize your co-op partnerships to the fullest. Apogee can identify prospective donors by creating audiences for acquisition campaigns in direct mail, digital, email or even CTV, so you can reach prospective donors in every channel where they interact, target your prospects in their preferred channels, and surround them with a cohesive message.
This is where advanced technology really comes into play. The wealth of data assets and infrastructure at Data Axle means better identity resolution. By leveraging all of the Data Axle data sets, nonprofits can truly engage in an omnichannel way not just in a multi-channel methodology.
RG: So, what about our ability to assist nonprofits with house file projects?
CA: Of course, we can support lapsed reactivation campaigns as well as build sustainer models, provide members with intelligence on current donors, and so much more.
Not to be a broken record, but the size of co-op membership is important. With over 1,000 members, Apogee enables participating organizations to gain greater knowledge about their current and lapsed donors including their current activities with other organizations.
We recently worked with the American Heart Association to reactivate over a half million lapsed donors.
RG: What’s coming for 2023?
CA: We are enhancing the Apogee cooperative with cool new options to be unveiled soon. Much more to come on this expansion!
Now is the time to dig in to 2023 planning, making it a great time to explore how Apogee could be an integral part of your plans.
Colin has deep experience using cutting edge data science methods to develop consumer predictions and identify optimal audiences to maximize marketing budgets and grow revenues.