DMAW-Using Simple Business Intelligence

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Posted with the permission of Wes Trochlil, Effective Database Management and Steve Doran, NACUBO. This presentation show a practical application of simple business intelligence for marketing membership and conferences. http://effectivedatabase.com/

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  • DMAW-Using Simple Business Intelligence

    1. 1. <ul><li>Presented by: </li></ul><ul><li>Steve Doran, NACUBO </li></ul><ul><li>Wes Trochlil, Effective Database Management </li></ul>
    2. 3. … a management process for using data to make decisions. Process Data Decisions
    3. 4. <ul><li>Establish clear outcomes </li></ul><ul><li>Clearly established data management processes </li></ul><ul><li>Ensure that data is being captured </li></ul><ul><li>Ensure that data is accessible for analysis </li></ul><ul><li>Actually apply the knowledge </li></ul>
    4. 5. Advertising is notification Marketing measures probability of engagement If it’s not measurable…it’s not marketing.
    5. 6. You have limited chances of getting people’s attention. Each piece of marketing is an ask… how many times before they stop answering?
    6. 7. Probability – Will they buy…REALLY? Applicable – Is it pertinent? Value – Is it to help you…or them?
    7. 8. How do you measure a person’s probability to engage? By using what you already have.
    8. 9. <ul><li>Purchases </li></ul><ul><li>Books </li></ul><ul><li>Conferences </li></ul><ul><li>Web seminars </li></ul><ul><li>CDs / Podcasts </li></ul><ul><li>Online Self Study Courses </li></ul><ul><li>Mailing lists </li></ul>
    9. 10. <ul><li>Purchases </li></ul><ul><li>Books </li></ul><ul><li>Conferences </li></ul><ul><li>Web seminars </li></ul><ul><li>CDs / Podcasts </li></ul><ul><li>Online Self Study Courses </li></ul><ul><li>Mailing lists </li></ul><ul><li>Participation </li></ul><ul><li>Award Nominations </li></ul><ul><li>Focus Groups </li></ul><ul><li>Listserves </li></ul><ul><li>Research studies </li></ul><ul><li>Volunteer or facilitator </li></ul><ul><li>Testimonials or surveys </li></ul>
    10. 11. Engagements People Organizations Most likely to engage again?
    11. 12. Determine measurable categories <ul><li>Books </li></ul><ul><li>Conferences </li></ul><ul><li>Web seminars </li></ul><ul><li>CDs / Podcasts </li></ul><ul><li>Subscriptions </li></ul><ul><li>Advertising </li></ul><ul><li>Award Nominations </li></ul><ul><li>Focus Groups </li></ul><ul><li>Listserves </li></ul><ul><li>Research Participation </li></ul><ul><li>Annual Convention </li></ul><ul><li>Testimonials or surveys </li></ul><ul><li>Online self-study course </li></ul>
    12. 13. Assign Value 1-low level (instant) 3-mid level (time) 5-high level (travel/time/money) <ul><li>Books - 1 </li></ul><ul><li>Conferences - 5 </li></ul><ul><li>Web seminars - 4 </li></ul><ul><li>CDs / Podcasts -1 </li></ul><ul><li>Subscriptions - 2 </li></ul><ul><li>Advertising - 1 </li></ul><ul><li>Award Nominations - 3 </li></ul><ul><li>Focus Groups - 2 </li></ul><ul><li>Listserves -1 </li></ul><ul><li>Research Participation - 3 </li></ul><ul><li>Annual Convention - 5 </li></ul><ul><li>Testimonials or surveys – 2 </li></ul><ul><li>Online self-study course - 3 </li></ul>
    13. 17. Marketing - Predicts which schools will participate on which level Retention – Early indicator of rising or rescue schools Recruitment – Guides which nonmembers will be easiest to target given past performance of that segment
    14. 19. Marketing = or ↑ Membership ↓
    15. 21. Contact information: Steve Doran NACUBO Phone: 202.861.2538 E-mail: sdoran@nacubo.org Website: www.nacubo.org Wes Trochlil Effective Database Management, LLC Phone: 540.338.9404 E-mail: wes@effectivedatabase.com Website: www.effectivedatabase.com Blog: www.effectivedatabase.com/blog

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