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DMAW-Using Simple Business Intelligence

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Lindy Dreyer
Lindy Dreyer

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/

EmpresarialesTecnología
1 de 21
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… a management process for using data to make decisions. Process Data Decisions
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Advertising is notification Marketing measures probability of engagement If it’s not measurable…it’s not marketing.
You have limited chances of getting people’s attention. Each piece of marketing is an ask… how many times before they stop answering?
Probability – Will they buy…REALLY? Applicable – Is it pertinent? Value – Is it to help you…or them?
How do you measure a person’s probability to engage? By using what you already have.
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Engagements People Organizations Most likely to engage again?
Determine measurable categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assign Value 1-low level (instant) 3-mid level (time) 5-high level (travel/time/money) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
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
 
Marketing = or ↑ Membership ↓
 
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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DMAW-Using Simple Business Intelligence

  • 1.
  • 2.  
  • 3. … a management process for using data to make decisions. Process Data Decisions
  • 4.
  • 5. Advertising is notification Marketing measures probability of engagement If it’s not measurable…it’s not marketing.
  • 6. You have limited chances of getting people’s attention. Each piece of marketing is an ask… how many times before they stop answering?
  • 7. Probability – Will they buy…REALLY? Applicable – Is it pertinent? Value – Is it to help you…or them?
  • 8. How do you measure a person’s probability to engage? By using what you already have.
  • 9.
  • 10.
  • 11. Engagements People Organizations Most likely to engage again?
  • 12.
  • 13.
  • 14.  
  • 15.  
  • 16.  
  • 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
  • 18.  
  • 19. Marketing = or ↑ Membership ↓
  • 20.  
  • 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