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DATA +
Connecting to Create Impact
AUDIENCE
Getty
Museum
Tram
#18NTC
Types of Data
Data Audiences
Case Studies
9
5
4
Data Worksheet1
David Mascarina
Digital Communications Manager
Conrad N. Hilton Foundation
@dgmascarina
Courtney Clark
Managing Director o...
Data is the new oil.
It’s valuable, but if unrefined it cannot really
be used. It has to be changed into gas, plastic,
che...
Da·ta (ˈdadə,ˈdādə/) n. facts and
statistics collected together for
reference and analysis
#18NTC
GOOD
#18NTC
BAD UGLY
90% of nonprofits are
collecting data
49% don’t know ways
their org is collecting
13% never or rarely...
Types of Data
#18NTC
What kind of data does
your organization collect?
#18NTC
Data
Digital Analytics
Social Media Data
Email Engagement Data
Grant Data
Fundraising Data
Financial Data
Research Data
Vo...
How do you use
your data?
#18NTC
Data
Digital Analytics
Social Media Data
Email Engagement
Grant Data
Fundraising Data
Financial Data
Research Data
Volunte...
Data
Digital Analytics
Social Media Data
Email Engagement
Grant Data
Fundraising Data
Financial Data
Research Data
Volunte...
THINGS WE KNOW
You’ve got data.
You’re kinda using it.
#18NTC
But what’s the
impact?
#18NTC
Audiences
BY ROLE
#18NTC
Who are your
data audiences?
Internal Audiences
- Board & Leadership
- C-suite
- Communications Team
- Program Team
- Development / Fundraising Team
- ...
External Audiences
- “General” public
- Peer Organizations
- Donors (Current and Potential)
- Partners
- Policymakers
- Re...
PRO TIP
Be honest. Maybe your
audience is the BOARD.
… and that’s OK!
#18NTC
Audiences
BY DATA PERSONA
#18NTC
Researchers, Academics,
Modelers
Data Researcher
Domain experts, Staffers for
decisionmakers
Data Analyst
Journalists, Blo...
Communicating Data
for Impact
(website, white paper, case study)
Data Consumer
Interested individuals consume the data. If the data trigger
action, these individuals may move into a more ...
Data Actor
Data actors act on and leverage the data to drive change.
They have significant clout, staff and domain knowled...
Data Promoter
Data promoters leverage data to create additional value.
They inform, educate or build businesses around dat...
Analysts use data to create deeper understanding, while
informing data actors and consumers. They have a deep
domain knowl...
Data Researcher
Researchers work in the trenches to collect, analyze, and
synthesize data for the other audiences. They of...
Researchers, Academics,
Modelers
Data Researcher
Domain experts, Staffers for
decisionmakers
Data Analyst
Journalists, Blo...
Audience Size
Ability to Drive
Change
Attention Data Skills Topic Expertise Example Format
Data Consumer Large Low Low Low...
Starting Your
Data Project
#18NTC
Identify From the Start
Data Audience Action
#18NTC
Data for Action
Data
What data would you like to share?
Where is it housed? Who manages it? How often is it updated?
Impac...
Researchers, Academics,
Modelers
Data Researcher
Domain experts, Staffers for
decisionmakers
Data Analyst
Journalists, Blo...
Case Studies
#18NTC
SHOFCO
Shining
Hope for
Communities
#18NTC
SHOFCO
Data Audiences
● Funders and Supporters
● Media
● Internal Operations
● Researchers
Impact
● Optimize operations
● ...
Format & Application
● SHOFCO Membership Card
● Access to education,
healthcare, water, social
support
● Measure, evaluati...
County
Health
Rankings &
Roadmaps
#18NTC
County Health
Rankings
Data Audience
● Community Members
● Public Health Officials
● Business Leaders
● Government
● Nonpr...
Format
● Visualizations
● Data tables
● Reports
● Spreadsheets
Channels
● Website
● Webinar, Conferences
● Press
County He...
The
Refugee
Project
#18NTC
The Refugee
Project
Audience
● Funders and Supporters
● General public
● Media
● Academics
Impact
● Awareness
● Support
● ...
Format & Application
● UNHCR Refugee Data
+ UN Population Data
● Updated Annually
● Database > Map
Channel
● Website
● Int...
Nation’s
Report
Card
#18NTC
Nation’s Report
Card
Audience
● Parents, Teachers
● Principals, Administrators
● Policymakers
● Researchers
Impact
● Creat...
Format
● Interactive Visualizations
● Reports
● Spreadsheets
Channels
● Website
● Social Media
● Webinar, Conferences
● Pr...
Your Data!
#18NTC
Identify From the Start
Data Audience Action
#18NTC
Data for Action
Data
What data would you like to share?
Where is it housed? Who manages it? How often is it updated?
Impac...
Researchers, Academics,
Modelers
Data Researcher
Domain experts, Staffers for
decisionmakers
Data Analyst
Journalists, Blo...
Audience
Research
#18NTC
When was the last time you
did audience research?
Are you working from
assumptions?
When and how will they use
your data?
...
Form Audience
Hypothesis
Conduct Research
(survey, interview)
Test Assumptions
and Reflect
How to Identify Audiences
PRO TIP
Some audience research
is better than no
audience research.
#18NTC
Resources
#18NTC http://po.st/18NTCdataimpact
Communicating Data
for Impact
(website, white paper, case study)
PRO TIP
Install Google Analytics!!
#18NTC
Presenting Your Data
- Google Docs, Excel, Powerpoint
- Google Analytics / Data Studio
- Email (MailChimp, Pardot)
- Event...
Questions &
Answers
#18NTC
David Mascarina
Digital Communications Manager
Conrad N. Hilton Foundation
@dgmascarina
Courtney Clark
Managing Director o...
Data + Audience: Connecting to Create Impact
Data + Audience: Connecting to Create Impact
Data + Audience: Connecting to Create Impact
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Data + Audience: Connecting to Create Impact

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Presenting data that is compelling enough to get a reaction is a challenge that all organizations face, both big and small. Communicating data and maximizing impact are about supplying the right audience with the right amount of data in the right format. To increase the likelihood that your audience will latch onto your data means that you’ve got to be sure your data resonates with them.

In this session, you’ll learn how to:
- Identify your audience types and their data consumption tendencies
- Map the types of data presentation each of your audiences needs
- Choose the right data tools to communicate your data most effectively

As we work through these areas, we will also provide you with real-life examples where organizations have successfully mapped out how their data speak to each of their audiences.

The session is half presentation and half workshop where you’ll work hands-on with the data your organization produces and craft it to better target your audiences.

Learning Objectives
- Understand data audience types and their needs
- Choose the right data products and tools to communicate most effectively
- Learn lessons from an actual real-world case study

Co-presented with David Mascarina at the 2018 Nonprofit Technology Conference.

Publicado en: Datos y análisis
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Data + Audience: Connecting to Create Impact

  1. 1. DATA + Connecting to Create Impact AUDIENCE
  2. 2. Getty Museum Tram #18NTC
  3. 3. Types of Data Data Audiences Case Studies 9 5 4 Data Worksheet1
  4. 4. David Mascarina Digital Communications Manager Conrad N. Hilton Foundation @dgmascarina Courtney Clark Managing Director of User Experience Forum One @circlish #18NTC
  5. 5. Data is the new oil. It’s valuable, but if unrefined it cannot really be used. It has to be changed into gas, plastic, chemicals, etc to create a valuable entity that drives profitable activity; so must data be broken down, analyzed for it to have value. Clive Humby, UK Mathematician
  6. 6. Da·ta (ˈdadə,ˈdādə/) n. facts and statistics collected together for reference and analysis #18NTC
  7. 7. GOOD #18NTC BAD UGLY 90% of nonprofits are collecting data 49% don’t know ways their org is collecting 13% never or rarely use data. Source: Everyaction • 2016 • The State of Nonprofit Data white paper
  8. 8. Types of Data #18NTC
  9. 9. What kind of data does your organization collect? #18NTC
  10. 10. Data Digital Analytics Social Media Data Email Engagement Data Grant Data Fundraising Data Financial Data Research Data Volunteer Data Attendance Data #18NTC
  11. 11. How do you use your data? #18NTC
  12. 12. Data Digital Analytics Social Media Data Email Engagement Grant Data Fundraising Data Financial Data Research Data Volunteer Data Attendance Data Usage Marketing Recruiting Budgeting Reporting Programming Government Relations #18NTC
  13. 13. Data Digital Analytics Social Media Data Email Engagement Grant Data Fundraising Data Financial Data Research Data Volunteer Data Attendance Data Usage Marketing Recruiting Budgeting Reporting Programming Government Relations #18NTC
  14. 14. THINGS WE KNOW You’ve got data. You’re kinda using it. #18NTC
  15. 15. But what’s the impact? #18NTC
  16. 16. Audiences BY ROLE #18NTC
  17. 17. Who are your data audiences?
  18. 18. Internal Audiences - Board & Leadership - C-suite - Communications Team - Program Team - Development / Fundraising Team - Operations Team #18NTC
  19. 19. External Audiences - “General” public - Peer Organizations - Donors (Current and Potential) - Partners - Policymakers - Researchers / Academia #18NTC
  20. 20. PRO TIP Be honest. Maybe your audience is the BOARD. … and that’s OK! #18NTC
  21. 21. Audiences BY DATA PERSONA #18NTC
  22. 22. Researchers, Academics, Modelers Data Researcher Domain experts, Staffers for decisionmakers Data Analyst Journalists, Bloggers Advocates, Data geeks Web/software developers, Entrepreneurs Data Promoter Policy and decision makers, NGO/nonprofits, Corporations Data Actor Interested Public, News Consumers Data Consumer Data Personas
  23. 23. Communicating Data for Impact (website, white paper, case study)
  24. 24. Data Consumer Interested individuals consume the data. If the data trigger action, these individuals may move into a more active role. They typically have little data and domain expertise. Examples Interested Public News Consumers Data ● Specific data points ● Trends ● Developments Format ● Infographics ● Declarative or narrative visualizations ● Illustrative diagrams
  25. 25. Data Actor Data actors act on and leverage the data to drive change. They have significant clout, staff and domain knowledge, but often only limited time. Examples Policy and decision makers NGO/nonprofits Corporations Data ● Curated datasets (ex. by topic, country, region) Format ● Press releases ● Reports or briefs ● Limited interactive visualizations ● Search data tools
  26. 26. Data Promoter Data promoters leverage data to create additional value. They inform, educate or build businesses around data. Since they are multiplying the audience with their work, they can play a key role in other audiences and creating impact. Examples Journalists, Bloggers Advocates, Data geeks Web/software developers, Entrepreneurs Data ● Comprehensive datasets showing global trends, data by topic, country. Format ● Query tools ● Exploratory visualizations ● APIs
  27. 27. Analysts use data to create deeper understanding, while informing data actors and consumers. They have a deep domain knowledge, extensive data knowledge, and will review and condense large amounts of data for a given topic. Examples Domain experts Staffers for decision makers Data ● Comprehensive datasets showing global trends, data by topic, country. Format ● Query tools ● Exploratory visualizations Data Analyst
  28. 28. Data Researcher Researchers work in the trenches to collect, analyze, and synthesize data for the other audiences. They often perform data collection and analysis themselves. Examples Researchers, Academics, Modelers Data ● Full database ● Source data & methods (input for dataset) Format ● Query tools ● Exploratory visualizations ● Data catalogue ● Data repository
  29. 29. Researchers, Academics, Modelers Data Researcher Domain experts, Staffers for decisionmakers Data Analyst Journalists, Bloggers Advocates, Data geeks Web/software developers, Entrepreneurs Data Promoter Policy and decision makers, NGO/nonprofits, Corporations Data Actor Interested Public, News Consumers Data Consumer Data Personas
  30. 30. Audience Size Ability to Drive Change Attention Data Skills Topic Expertise Example Format Data Consumer Large Low Low Low Low Infographic Data Actor Small High Low Medium Medium Briefing Data Promoter Medium Medium/High Medium/High Varies* Varies* Query tools, exploratory visualizations, API Data Analyst Medium Medium High High High Detailed topical visualization Data Researcher Small Medium High High High Exploratory visualization with all data available * Varies: data promoters can have very different data skills (senior newspaper editor vs. data blogger) and topic expertise (industry specific writer vs. disrupting entrepreneur / developer). Data Audiences
  31. 31. Starting Your Data Project #18NTC
  32. 32. Identify From the Start Data Audience Action #18NTC
  33. 33. Data for Action Data What data would you like to share? Where is it housed? Who manages it? How often is it updated? Impact How will you know if you’re successful? What will change after your audiences see this data? Audience Who needs to see this data? Who wants this info? Action How will people use this data? What do you want people to do with this data? Format What depth of data do your audiences want? (ex. raw data for analysis, infographic overview) Channel How will you deliver this data? (ex. website, email newsletter, webinar, social media, etc) Learn more at www.communicatingdata.org Communicating data and maximizing impact are about supplying the right audience with the right amount of data in the right format. Know your intent. Know your audience. Know the desired action. Let’s get started!
  34. 34. Researchers, Academics, Modelers Data Researcher Domain experts, Staffers for decisionmakers Data Analyst Journalists, Bloggers Advocates, Data geeks Web/software developers, Entrepreneurs Data Promoter Policy and decision makers, NGO/nonprofits, Corporations Data Actor Interested Public, News Consumers Data Consumer Data Personas
  35. 35. Case Studies #18NTC
  36. 36. SHOFCO Shining Hope for Communities #18NTC
  37. 37. SHOFCO Data Audiences ● Funders and Supporters ● Media ● Internal Operations ● Researchers Impact ● Optimize operations ● Improved services ● Disease prevention ● Measure program success
  38. 38. Format & Application ● SHOFCO Membership Card ● Access to education, healthcare, water, social support ● Measure, evaluation and learn Channel Salesforce CRM SHOFCO
  39. 39. County Health Rankings & Roadmaps #18NTC
  40. 40. County Health Rankings Data Audience ● Community Members ● Public Health Officials ● Business Leaders ● Government ● Nonprofits Impact ● Healthier communities!
  41. 41. Format ● Visualizations ● Data tables ● Reports ● Spreadsheets Channels ● Website ● Webinar, Conferences ● Press County Health Rankings
  42. 42. The Refugee Project #18NTC
  43. 43. The Refugee Project Audience ● Funders and Supporters ● General public ● Media ● Academics Impact ● Awareness ● Support ● Inform
  44. 44. Format & Application ● UNHCR Refugee Data + UN Population Data ● Updated Annually ● Database > Map Channel ● Website ● Interactive Visualization
  45. 45. Nation’s Report Card #18NTC
  46. 46. Nation’s Report Card Audience ● Parents, Teachers ● Principals, Administrators ● Policymakers ● Researchers Impact ● Create programs (ex. Detroit Reading Corps) ● Inform Education Policy ● Update Budgets ● Increase Scores!
  47. 47. Format ● Interactive Visualizations ● Reports ● Spreadsheets Channels ● Website ● Social Media ● Webinar, Conferences ● Press Nation’s Report Card
  48. 48. Your Data! #18NTC
  49. 49. Identify From the Start Data Audience Action #18NTC
  50. 50. Data for Action Data What data would you like to share? Where is it housed? Who manages it? How often is it updated? Impact How will you know if you’re successful? What will change after your audiences see this data? Audience Who needs to see this data? Who wants this info? Action How will people use this data? What do you want people to do with this data? Format What depth of data do your audiences want? (ex. raw data for analysis, infographic overview) Channel How will you deliver this data? (ex. website, email newsletter, webinar, social media, etc) Learn more at www.communicatingdata.org Communicating data and maximizing impact are about supplying the right audience with the right amount of data in the right format. Know your intent. Know your audience. Know the desired action. Let’s get started!
  51. 51. Researchers, Academics, Modelers Data Researcher Domain experts, Staffers for decisionmakers Data Analyst Journalists, Bloggers Advocates, Data geeks Web/software developers, Entrepreneurs Data Promoter Policy and decision makers, NGO/nonprofits, Corporations Data Actor Interested Public, News Consumers Data Consumer Data Personas
  52. 52. Audience Research #18NTC
  53. 53. When was the last time you did audience research? Are you working from assumptions? When and how will they use your data? 1 2 3
  54. 54. Form Audience Hypothesis Conduct Research (survey, interview) Test Assumptions and Reflect How to Identify Audiences
  55. 55. PRO TIP Some audience research is better than no audience research. #18NTC
  56. 56. Resources #18NTC http://po.st/18NTCdataimpact
  57. 57. Communicating Data for Impact (website, white paper, case study)
  58. 58. PRO TIP Install Google Analytics!! #18NTC
  59. 59. Presenting Your Data - Google Docs, Excel, Powerpoint - Google Analytics / Data Studio - Email (MailChimp, Pardot) - Event / Ticketing - Fundraising (Blackbaud, Raiser’s Edge) - Tableau - Salesforce - Custom #18NTC
  60. 60. Questions & Answers #18NTC
  61. 61. David Mascarina Digital Communications Manager Conrad N. Hilton Foundation @dgmascarina Courtney Clark Managing Director of User Experience Forum One @circlish #18NTC

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