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Marie-France Mardi, Marketing Data Analyst, RSPB Supporter Engagement Project (‘Partridge’ project)

Marie-France Mardi, Marketing Data Analyst, RSPB Supporter Engagement Project (‘Partridge’ project). Where choosing the tool is only part of the problem…. Engagement must be …. Supporter experience. All nature. Local. Personal. Process overview. Summary findings. Project deliverables.

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Marie-France Mardi, Marketing Data Analyst, RSPB Supporter Engagement Project (‘Partridge’ project)

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  1. Marie-France Mardi, Marketing Data Analyst, RSPB Supporter Engagement Project (‘Partridge’ project) Where choosing the tool is only part of the problem…

  2. Engagementmust be… Supporter experience All nature Local Personal

  3. Process overview

  4. Summary findings

  5. Project deliverables

  6. Defining Solutions People SUCCESSFUL CHANGE Process Technology Data

  7. Options -Internal development / structure vs external outsourcing -Capabilities of different tool providers :

  8. Area of Application

  9. The Analytics Space Fundraising complexity Size of supporter base

  10. The Analytics Space New kids on the block

  11. Application Style

  12. Visualisation for the Audience Mind-mapping software (great for CHAID plus lots of other things besides!!!) • Freemind • http://freemind.sourceforge.net/wiki/index.php/Download - or simply google “Freemind”

  13. And in the blue corner.....

  14. Boxing ring or wedding ring? Excel Everyone knows Excel! Charts and reporting easier/better Pivots are great – and possibly easier than SPSS Olap Cubes Excel 2007 big advance over previous version – esp. increase to 1mn rows Excel 2010 – Sparklines, Slicer, 2Gb+ User interfaces – buttons/scenarios VBA is wonderful SPSS Wider set of statistical tests Labels instead of codes/values Full data dictionary Handling of missing data Doesn’t mess up your import like Excel! Saves time/increases productivity – especially using Syntax Tutorials etc. to help you understand results Merging files far easier Licence costs approx £1k

  15. Some tips on Excel • Use Excel as the ‘output’ medium i.e. for final data manipulation/tarting-up, x-tabs and charts • But paste the code (either SPSS or SAS) you wrote to generate the output also into the Excel workbook for future ref • Get rid of extraneous sheets! • Make it fit for printing! • Don’t use too small a font - its NOT ok to push Fit To Page to an extreme! • Use headers/footers to put titles on (and your name!) • Use colour advisedly – and remember how it will print in B&W

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