data-driven strategies for association success dale dean, deanhouston, inc. annette landesman,...
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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
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.
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 UsingData-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 UsingData-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.
Types of Data
1. Assumption
2. Anecdotal
3. Secondary
4. Internally Conducted
5. Intermediary
6. Independent Research
Why We Use Independent ResearchIndependent 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
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
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
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
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 GuidelinesTypes of Data Collection
• Focus Groups - 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 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
A Branding Campaign to Promote PEI in the Eyes of Their Customers
1. Increases the Visibility of PEI
2. Reinforce the Value of PEI Membership
3. Increase PEI Membership
4. Generate New Business Opportunities for Members
5. Promote the Benefit of Buying Products and Services from PEI Members