TIME100 Summit Africa Analysis
Project Brief
Over view of registration responses: TIME100 would like to understand and keep track of the following:
- Number of registrations per week
- Break down of registrations by registration type i.e. a. Summit only b. Summit + Awards
- Regional segmentation of participants
Project Background
After a year of uncertainty, TIME recognizes 2023 as the moment for institutions and individuals to come together to address the economic, social, environmental and technological challenges facing our world.
- For the first time ever, TIME will bring its iconic TIME100 franchise to Africa consisting of a daytime summit focused on inspiring youth and an invite-only evening, convening international and regional leaders, influencers and visionaries alongside members of the African TIME100 community to discuss the solutions needed in order to build a better future.
- The Summit will bring together 400 guests with a focus on engaging leaders of tomorrow from international, local and regional advanced education organizations such as Carnegie University, as well as international, local and regional influencers and decision makers from diverse industries
Exploratory Data Analysis
Data Validation
Data Structure
- Single Data Table
- Single Date Table
- No. Of observations: 1155
- No. of variables: 14
Data types
- Character: 10
- Boolean: 2
- Date: 2
Variable Analysis
| Column_name | Variable | Value_analysis | Actions_taken/results |
|---|---|---|---|
| mailcontact.id | Text | Distinct: 1000 Unique: 1000 Values match the number of observations listed | Check for missing values - 0 |
| mailcontact.contact : First name | Text | Distinct: 791 Unique: 662 | Check for missing values - 187 |
| mailcontact.contact : Last name | Text | Distinct: 828 Unique: 724 | Check for missing values - 35 |
| mailcontact.contact : Email | Text | Distinct: 872 Unique: 788 | Check for missing values – 32 |
| mailcontact.mailtemplate : Name | Text | Distinct: 3 Unique: 0 | Check for missing values – 0 |
| mailcontact.scheduledsenddate | Date | Distinct: 3 Unique: 0 | Check for missing values – 0 |
| mailcontact.sentdate | Date | Distinct: 3 Unique: 0 | Check for missing values – 0 |
| mailcontact.deliverylastevent | Text | Distinct: 6 Unique: 0 | Check for missing values – 0 |
| mailcontact.deliverylastresponsedetail | Text | Distinct: 62 Unique: 50 | Check for missing values – 875 |
| mailcontact.infos : Email opened | Boolean | Distinct: 2 Unique: 0 True: 510 False: 490 | Check for missing values – 0 |
| mailcontact.infos : Email clicked | Boolean | Distinct: 1 Unique: 0 False: All | Check for missing values – 0 |
| mailcontact.mailtemplate : authtenantmailtemplate.id | Text | Distinct: 872 Unique: 788 | Check for missing values – 32 |
| mailcontact.infos : authtenantmailcontactinformationview.id | Text | Distinct: 1000 Unique: 1000 | Check for missing values – 0 |
Data Cleaning
Dropped rows
- mailcontact.contact : Identifier
- mailcontact.mailtemplate : authtenantmailtemplate.id
- mailcontact.infos : authtenantmailcontactinformationview.id
NB.
- mailcontact.mailtemplate : Name – contains the pertinent data from the dropped variables, which is pertinent to the analysis in providing insights on numbers associated with each email type.
- Created a Date table in order to correctly reference dates in the data model.
Understanding the Data
Invitation Email status
- Invitation emails comprise the number of emails sent to the developed guest list and covers a period of two months that the event was live.
- Emails by name displays the breakdown of disseminated communication directed towards potential attendees based on the invitation status assigned to the potential attendee.
- Total Number of invitation emails sent – 4,568
- Successful email deliveries – 3,425
- Total number of opened emails – 2,119
- Email open rate – 46.39%
- Number of blocked emails – 77
- Number of bounced emails – 85
- Number of dropped emails - 37
Participant status The event was comprised of two components: -
- Summit – For general attendees
- Impact Awards – For invited guests
The envisioned numbers for the one-day event were capped as 400 pax for the day time Summit event and 200 pax for the impact awards.
- The total number of registered participants – 667. Of Note, 141 of the total registered participants did not correctly fill in their country of origin (an omission in the set up of the default data capture mechanism of the event software system utilized).
- The numbers of participants that attended the event are representative of the invitation status i.e. Summit only, Summit + Awards, Awards only, Speaker category.
- As the event was held in Rwanda, local participants constitute African Nationals, International participants the rest of the world.
- Rwanda had the highest country representation at 218. The highest ranked international country was the USA with 37 confirmed attendees.
- A total of 35 distinct countries were represented at the event.
- The highest recorded RSVP number was – 97.
- The lowest recorded RSVP Number
Notification Email status Two email messages were created for dissemination to registered participants: -
- Registration confirmation email
- One for Summit only participants
- One for Impact Awards only participants
- Travel and Logistics reminder
Metric Definition
In order to measure the effectiveness of the communication relayed to potential delegates/participants, the Key Performance Indicators of interest identified include:
- Email open rate
- Registration conversion rate
Email open rate
For the email open rate, the aim is to measure the percentage of delivered emails that were opened by the recipients.
- Of the total number of emails that were sent i.e. 4,568 were successfully delivered.
- Out of the successfully delivered emails 2119 emails were opened.
- The commonly accepted industry average is pegged around 36.48%.
- Compared to the accepted industry average, 46.39% which was achieved for the event can be considered a success, solely based on the numbers.
The industry accepted bounce rate stands at 10.4%.
- With a bounce rate of 1.86 %, this indicates that email subject lines and overall relevance was effective in its intended goal.
- However, the number of bounced emails(85), blocked emails(77) and dropped emails(37) will still need to be investigated, i.e was the error as a result of incorrect data entry, a system issue, or incorrect data capture (the source being a manually compiled guest list).
Registration conversion rate
For the registration conversion rate, the importance of this metric is to ascertain whether the communication in place was enough to motivate the delegates to take the desired action of registering and attending the event.
- A conversion rate of 19.5% was achieved (delivered emails – 3425, registered participants – 667).
- As a general guide, a registration conversion rate of 20% or higher is often considered good. So, for this instance, the event registration did not meet the required thresholds.
Summary
Analysis of the event is guided by the metrics that were deemed important in assessing the effectiveness of the communication strategies implemented.
Email open rate analysis
Did the communication strategy bear fruit?
- The communication strategies implemented surpassed the acceptable threshold for email open rates (36.48%), chieving a notable 46.39% of the desired email open rate.
- Nonetheless, further investigation is required to understand the reasons behind the occurrences of bounced emails (85), blocked emails (77), and dropped emails (37). o This inquiry aims to determine whether the errors stem from incorrect data entry, system issues, or inaccurate data capture, considering that the source is a manually compiled guest list. o Achieving a bounce rate of 1.86% is commendable, especially considering that the industry-accepted rate is 10.4%.
Registration conversion analysis
Were the desired registration numbers achieved?
- The achieved conversion rate was 19.5% (3425 delivered emails, 667 registered participants).
- Typically, a registration conversion rate of 20% or higher is deemed satisfactory. In this case, the event registration fell short of meeting the desired threshold.
Respondents who opted not to register for the event provided feedback on their decision, highlighting the following reasons: o Audience: They perceived the event program as insufficient to justify registration or attendance. o Ease of registration: Respondents expressed confusion due to changes in the registration process. • Lack of clarity on the necessity of an approval process post-registration. • Inadequate communication about the registration deadline through a countdown timer or email communication.