Transcript Creating a Culture of Data

Creating a Culture of DataDriven Decisions
Jacob Ensign
JMH 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.
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 decisions
do
data would
you
helpfrequently
you make
make
on gut
betterbased
decisions
in
instinct
rather than
your role?”
data?”
Too many
projects
Plenty of
projects
A couple of
projects
No
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
•Industry leaders
•Research studies
•The news
•Census data
•Google Trends
•Surveys & polls
•Online review services
•Social networks
•Consultants
•Discussion boards
•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
Website Traffic Faceoff
Better Business Writing
Grammar for Professionals
Unique
Pageviews
8
Online
Regs
3
What’s the big difference?
Search engine rankings
Web
ranking
tool
Statistics
101
…a
pretty
cool trick
One rank
correlates
to …
SEVEN
… or
about per
seats
$50,000
program
per
program
1
.
2
.
3
.
The ominous brochure
Smarter (Direct) Mailing
List
Who should receive a
catalog?
Live within
10 miles
of campus
4-year
degree
Likely
Or
are
candidate!
they?
$75K+
household
income
Fat
Fit catalog
catalog
$326
$280
$265
$197
$180
$161
$139
$130
$107
$99
$83
$74
$73
$59
$53$54
$50
$41
$30
$15
$106
$84
$59
$0
$102
$78
$53
$0 $0 $0 $0
Zip codes
$68
$47$43
$0 $0
ROI diversity in one zip code
3517%
2138%
1715%
1042%
849%
764%
618%
577%
546%
416%
165%
-100%
921%
179%
-70%
-100%
Probability customer will
come back for a class
4+ years
ago
3–4
2–3
1–2
0–1
years
years
years
years
ago
ago
ago
ago
Customer last took a class when?
Where do
catalogs go
when they
die?
You are like
your
neighbor
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