Marketing

Audience Development

Innovator Series

8329e187-6062-4c32-8518-e65dcfd5d56b

15

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Howard Levine, Director of Digital Innovation & Creative Strategy and Director of the Milstein/Rosenthal Center for Media & Technology, 92nd Street Y | Understanding behavioral drivers improved 92Y’s ability to engage with patrons based on their emotional needs and motivations, leading to increased sales, donations and deeper connections.

Behavioral Drivers: Knowing the Why, Not Just the What

Howard Levine

Director of Digital Innovation & Creative Strategy and Director of the Milstein/Rosenthal Center for Media & Technology, 92nd Street Y

Behavioral Drivers: Knowing the Why, Not Just the What

6/23/2015

15

As a community and cultural center, the 92nd Street Y (92Y) strives to educate, entertain and engage communities.

With advanced customer relationship management (CRM) systems, it has never been easier to understand customer transactional patterns and history. But can recency, frequency and monetary data provide enough information to drive future marketing, fundraising and programming decisions? What really motivates and influences patrons to purchase and donate? 

Transactional measures help us understand WHAT patrons did but don’t tell us WHY they did it. Howard will discuss how understanding behavioral drivers improved 92Y’s ability to engage with patrons based on their emotional needs and motivations, leading to increased sales, donations and deeper connections.

Howard Levine

Howard Levine

Director of Digital Innovation & Creative Strategy and Director of the Milstein/Rosenthal Center for Media & Technology
92nd Street Y

In his roles Howard Levine is part of the senior leadership team of New York’s 92nd Street Y (92Y).
He currently oversees five 92Y departments: Enterprise Systems (Tessitura), Customer Relationship Management (CRM), Web, Social Media & Digital Content and Creative Services as well as directs the Milstein/Rosenthal Center for Media & Technology. The center and his departments are responsible for the development of 92Y’s digital strategies, promotion and digital dissemination of 92Y's programs; unifying business practices; and leveraging Tessitura as a highly functional CRM, sales and fundraising system. 

Before joining the staff of 92nd Street Y, Howard Levine was art director at McCarter Theatre Center in Princeton, NJ. There he led the graphic identity of theatrical and dance performances, concerts and special events.

Topics

Marketing

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Audience Development