Transcript Document

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
Dale Dean
President, DeanHouston, Inc.
Integrated Business Marketing
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.
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
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
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.
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.
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.
The DIKW Hierarchy
Data
Information
Knowledge
Wisdom
The DIKW Hierarchy
Data-Driven Strategies
1. Our sources for collecting data
2. The different levels of data acquisition
Data in Marketing & Communications
As communicators, we rely on accurate data to
formulate the right communications messaging
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
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.
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
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.
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.
Data Acquisition Sources
Types of Data
1. Assumption
2. Anecdotal
3. Secondary
4. Internally Conducted
5. Intermediary
6. Independent Research
Where is Your Data Coming From?
Where is Your Data Coming From?
Types of Data Collection
Assumptions
Types of Data Collection
Anecdotal Information
Types of Data Collection
Secondary Data
Types of Data Collection
Internally-Conducted Research
Types of Data Collection
Intermediary Information
Types of Data Collection
Independent Research
Strategic Significance of Data Analysis
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.
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.
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
Annette Landesman
Senior Vice President
StrataMark Dynamic Solutions
What is Marketing Research ?
Defining Marketing Research
The function that links the consumer, customer
and public to the marketer through information
that improves marketing as a process.
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
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.
Day-to-Day Marketing Research
• Keep Your Finger on the Pulse
• Engage Your Members
• Increase Loyalty
Conducting Effective Research
The Secrets of Conducting Effective
Marketing Research
Know Why You’re Doing the Research
• Define the Issue
The Secrets of Conducting Effective
Marketing Research
Don’t Fill the Survey with
“Nice to Know” Questions
The Secrets of Conducting Effective
Marketing Research
Know When to Use an Independent
Marketing Research Company
The Secrets of Conducting Effective
Marketing Research
Know Who to Talk To …
The Secrets of Conducting Effective
Marketing Research
Choose the Appropriate Method
of Data Collection
Methods of Data Collection
• Personal Interviews
• Focus Groups
• Mini-Groups (Dyads or Triads)
• Self-Administered Online (Web Surveys)
• Telephone Surveys
• Mail
The Secrets of Conducting Effective
Marketing Research
Know the Appropriate Number
of Interviews to Conduct
The Secrets of Conducting Effective
Marketing Research
Know the Questions and
How to Ask Them
Types of Questions
•
•
•
•
Attribute Ratings
Brand or Feature Rankings
Awareness and Usage Questions
Classification Questions
The Secrets of Conducting Effective
Marketing Research
Know the Cost Guidelines
All research, whether internal or external, is obtained at a
cost relative to the degree of strategic importance.
Ballpark Pricing Guidelines
Research Variables
• Level of Respondent
• Length of Survey
• Interviewing Mode
• Questionnaire Design
• Sample - List Needs
• Statistical Analysis
Ballpark Pricing Guidelines
Types of Data Collection
• Focus Groups
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Recruiting, conducting the groups and writing the summary report
• Telephone Interviews
– Conducting interviews, code open-ended questions, provide data tabulations ad a
statistical analysis
• Online Surveys
– Creating and administering survey, provide analysis report
The Secrets of Conducting Effective
Marketing Research
Know Your Parameters -And Share Them
The Secrets of Conducting Effective
Marketing Research
Know the Timeline
The Secrets of Conducting Effective
Marketing Research
Know How to Interpret the Data
… Then, Implement What You’ve Learned
The Secrets of Conducting Effective
Marketing Research
Use A Qualified Research Analyst with
Statistically-Sound Analytical Techniques
The Secrets of Conducting Effective
Marketing Research
Know That YOU -- and Your
“Inside Knowledge”
Are Key to the Usefulness of the Research
Bob Renkes
Executive Vice President
Petroleum Equipment Institute (PEI)
A Little Bit About the
Petroleum Equipment Institute
How Did We Get Into This ?
What Are We Doing ?
A Branding Campaign to Promote PEI
in the Eyes of Their Customers
1.
2.
3.
4.
5.
Increases the Visibility of PEI
Reinforce the Value of PEI Membership
Increase PEI Membership
Generate New Business Opportunities for Members
Promote the Benefit of Buying Products and
Services from PEI Members
Why A Survey?
Why a Relatively Expensive Third-Party Survey?
Initial Objectives
(As determined by staff)
Budget
$30 to $34K
Staff Time Involved
Challenges
Nonmember Survey
• Method
• Result
• Benefits
• Bottom Line
Member Survey
• Method
• Result
• Benefits
• Bottom Line
The Good, the Bad and the Ugly
Would We Do It Again?
Thank You