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Data-Driven Strategies for Association Success

Data-Driven Strategies for Association Success. Dale Dean, DeanHouston, Inc. Annette Landesman, StrataMark Dynamic Solutions Bob Renkes, Petroleum Equipment Institute. January 28, 2008 NAW Association Executives Council Meeting.

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Data-Driven Strategies for Association Success

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  1. Data-Driven Strategies for Association Success Dale Dean, DeanHouston, Inc. Annette Landesman, StrataMark Dynamic Solutions Bob Renkes, Petroleum Equipment Institute January 28, 2008 NAW Association Executives Council Meeting

  2. Dale Dean President,DeanHouston, Inc.Integrated Business Marketing

  3. Knowledge is Power It was true 400 years ago … and it’s still true today. Today, we can obtain knowledge like never before -- We have much better methods of measuring things and vastly improved ways of using information.

  4. Data We use data for the following reasons: • Strategic Planning • What is our overall goal and the direction we will take? • Measure Current Deliverables • Are we meeting our promises to members? • Establish a platform for communications • The right messaging • The right media for reaching members and non-members

  5. Data as a Measure of Association Success • Eliminate Assumptions • Ensure We are Listening to Members With the Ultimate Goal of Sustaining and Growing Your Association

  6. Strategy The concept, approach or plan of action designed to achieve a specific goal. Strategic thinking involves establishing a desired future and outlining the steps that will make this future a reality. Spur-of-the-moment or “gut” decisions can be avoided by defining and implementing strategic goals.

  7. The History of Data-Driven Marketing Using data-driven strategies in marketing is not new. The earliest transactions in history were based on some level of data turned into information, knowledge and wisdom.

  8. The History of Data-Driven Marketing Data gathering is the “First Level” of the process of obtaining knowledge, then wisdom -- that in turn will direct the actions and choices of decision-makers.

  9. The DIKW Hierarchy Data Information Knowledge Wisdom

  10. The DIKW Hierarchy

  11. Data-Driven Strategies Our sources for collecting data The different levels of data acquisition

  12. Data in Marketing & Communications As communicators, we rely on accurate data to formulate the right communications messaging

  13. What is Our Foundation for Using Data-Driven Strategies? Every day, our job as communicators is to: • Create the right messages • Convey the right intent • Connect with the right people

  14. What is Our Foundation for Using Data-Driven Strategies? Data “drives” our messages Accurate data is essential to creating effective messages and making sound business decisions.

  15. Data & Strategic Planning The more potential impact on your association: • The more data sources you will need • The more specialized your data-acquisition methods should be

  16. Grandma Got Run Over By Bad Research • Early market research supported her vision for an upscale children’s retail store in her Manhattan suburb. • By combining local school information and data from an advertising circular company, she estimated 10,000 families with school-aged children lived in her town. • Knowing real census numbers, buying habits and the town’s history with local merchants could have prevented the monetary loss of $40,000.

  17. Data-Driven Marketing More than ever, associations are using data to drive marketing decisions. This heightened interest means that people are working on improving current approaches.These efforts translate to more efficient and effective marketing activities.

  18. Data Acquisition Sources

  19. Types of Data Assumption Anecdotal Secondary Internally Conducted Intermediary Independent Research

  20. Where is Your Data Coming From?

  21. Where is Your Data Coming From?

  22. Assumptions Types of Data Collection

  23. Anecdotal Information Types of Data Collection

  24. Secondary Data Types of Data Collection

  25. Internally-Conducted Research Types of Data Collection

  26. Intermediary Information Types of Data Collection

  27. Independent Research Types of Data Collection

  28. Strategic Significance of Data Analysis

  29. Why We Use Independent Research • Independent Research is: • Quantitative • Objective • Detached • Undistilled • A third-party does not have a bias or emotional stake in the research results or interpretation.

  30. When We Use Independent Research When the data received can play an important role in making decisions about new services to offer, a change in the structure -- or anything that has the potential to profoundly impact the association - In these strategically significant situations, the objectivity and experience of an independent analysis will result in sound answers and better results for your association.

  31. The best organizations are applying research as a corrective vision system that offsets the distorted lens. - Rex Briggs & Greg Stuart What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds

  32. Annette Landesman Senior Vice PresidentStrataMark Dynamic Solutions

  33. What is Marketing Research ?

  34. Defining Marketing Research The function that links the consumer, customer and public to the marketer through information that improves marketing as a process.

  35. Marketing Research This information is used in the following ways: • To identify and define marketing opportunities • To generate, refine and evaluate marketing actions • To monitor and measure marketing performance

  36. Why Conduct Marketing Research ? We use marketing research for one reason: To gather information that will allow you to make better decisions for the future of your association.

  37. Day-to-Day Marketing Research • Keep Your Finger on the Pulse • Engage Your Members • Increase Loyalty

  38. Conducting Effective Research

  39. The Secrets of Conducting Effective Marketing Research Know Why You’re Doing the Research • Define the Issue

  40. The Secrets of Conducting Effective Marketing Research Don’t Fill the Survey with “Nice to Know” Questions

  41. The Secrets of Conducting Effective Marketing Research Know When to Use an Independent Marketing Research Company

  42. The Secrets of Conducting Effective Marketing Research Know Who to Talk To …

  43. The Secrets of Conducting Effective Marketing Research Choose the Appropriate Method of Data Collection

  44. Methods of Data Collection • Personal Interviews • Focus Groups • Mini-Groups (Dyads or Triads) • Self-Administered Online (Web Surveys) • Telephone Surveys • Mail

  45. The Secrets of Conducting Effective Marketing Research Know the Appropriate Number of Interviews to Conduct

  46. The Secrets of Conducting Effective Marketing Research Know the Questions and How to Ask Them

  47. Types of Questions • Attribute Ratings • Brand or Feature Rankings • Awareness and Usage Questions • Classification Questions

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