Creating a Culture of Data-Driven Decisions
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Transcript of Creating a Culture of Data-Driven Decisions
Creating a Culture of Data-Driven Decisions
Jacob EnsignJMH Consulting, Inc.
This presentation (and other con-ed resources) available online at
www.jmhconsulting.com/resources
DOES YOUR TEAM REFERENCE REPORTS BEFORE MAKING DECISIONS?
DOES YOUR TEAM EMPLOY DASHBOARDS TO MONITOR KPIS OR PROGRAM HEALTH?
DOES YOUR TEAM HAVE AT LEAST ONE DATA CHAMPION?
Data-driven decisions
What’s business intelligence?
A data-driven culture is about process
A data-driven culture is not this guy.
Principl
es of
DDD
Intro to
CERA
Real-World Projects
Smarter
Mailing List
First Principle
The whole crew needs to be on board
What’s in that box?
Gut decisions are comfortable.
Will data-based decisions replace good judgment?
Collecting data
and analyzing data
More
work
Culture of DDD
More accountability
Makes me wanna scream!
Successful data-driven organizations find
ways to help people feel empowered by
data, not hampered by it.
— JMH Consulting principle
Scoring a touchdown
often happens 10
yards (or less) at a
time.
“What data would help you make better decisions in your role?”
“What decisions do you frequently make based on gut instinct rather than data?”
No projects
A couple of projects
Plenty of projects
Too many projects
Robotic beings rule the world
Who is your data champion?
Don’t be afraid!
Second Principle
The data is out there.
Harness it.
What Did Google Do?
What Did Google Do?
What Did Google Do?
So, you have a website?
Do you email market?Exact Target Email Marketing
ROI for PPC
Registration systems
Website traffic
Website Traffic Mashup
Others?•Evaluations
•Research studies
•Census data
•Surveys & polls
•Social networks
•Discussion boards
•Industry leaders
•The news
•Google Trends
•Online review services
•Consultants
•Peer institutions
Third Principle
Statistics are great!
Just get out any calculator: basics
will do
Amazon
Email marketing statistics
Sent
•100%•36,000
Delivered
•80%•28,800
Opened
•22%•7,920
Clicked•10%•3,600
2122
Website Traffic Faceoff
Better Business Writing Grammar for Professionals
Unique Pageview
s
Online Regs8 3
What’s the big difference?
Search engine rankings
Web
ranking
tool
Statistics 101
… a pretty
cool trick
… or about $50,000 per program
1.
2.
3.
One rank correlates to …
SEVEN seats per program
The ominous brochure
Smarter (Direct) Mailing List
Who should receive a catalog?
Live within 10 miles
of campus
4-year degree
$75K+ household income
Likely candidate! Or are
they?
$59
$0
$59$41
$74$83
$53$54
$0 $0 $0 $0
$161
$0 $0
$78
$130$139
Fit catalog
Zip codes
$84$106
$50
$15
$107$99
$30
$73
$280
$326
$180
$265
$53
$197
$102
$47$43
$68
Fat catalog
Zip codes
577%618%546%764%
416%
1042%
165%
-100%
1715%
849%
179%
2138%
-70%
921%
-100%
3517%
ROI diversity in one zip code
Smart
mailing
list componen
ts
4+ years ago
3–4 years ago
2–3 years ago
1–2 years ago
0–1 years ago
Probability customer will come back for a class
Customer last took a class when?
Where do catalogs go when they
die?
You are like your neighbor
• Customers in your
database
• Likely prospects
from a purchased
list
• People similar to
your best
customers
Continuing Education Retention Analytics
A teaser
On Retention
Registration Correlations
CERAs
Land Exit
Bounce
Thank you!
Questions?
This presentation (and other con-ed resources) available online at
www.jmhconsulting.com/resources