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Jonna Heliskoski: Focus on Scoping and Dare to Fail


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Jonna Heliskosken kommenttipuheenvuoro kokeiluaamukahveilla 31.1.2017 (aiheena yhteiskunnallinen markkinointi).

Published in: Government & Nonprofit
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Jonna Heliskoski: Focus on Scoping and Dare to Fail

  1. 1. FOCUS ON SCOPING AND DARE TO FAIL Jonna Heliskoski Director of Marketing, The National Museum of Finland PhD candidate, Hanken School of Economics
  2. 2. Phases of the scoping 1. Understand the target phenomena (Impact) 2. Define the scope of the project (Outcome) 3. Analyse and select the target segments 4. Create effective interventions through co- creation and experiments (Input & Output) 5. Model and measure the impact Focus on Scoping Segmentation 2 3 4 1 5 The scoping of a project or a scheme enables the modeling and the estimation of its potential impact. The iooi method (by Bertelsmann Stiftung) Input Output Outcome Impact
  3. 3. 3 Understand the Impact Ecosystem Input Output Outcome Impact Impact Outcome Outcome Outcome Outcome Output Output Output Output Output Output Input Input Input Input Input Input
  4. 4. 4 Overcome the Silos and Dare to Fail