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Becoming a Data‐‐Driven Organization
Becoming a Data
LIFELONG LEARNING 2007 GREG MARSELLO
The wrong way is to make program and marketing Personality. The personality of a leader may move a
decisions based on: decision in a certain direction. Other personalities, from
those who talk a lot to those with purchasing power to
Opinion. Many decisions are based on one or more
those with seniority, often have undue influence.
person’s opinion, rather than the actual facts and data.
Group morale. Some decisions are actually made more
Consensus. Group p decisions often tryy to achieve
to maintain group morale than to make the right
consensus, more to preserve the group cohesiveness
decision. One person might gain deference on a given
than to make the right decision.
decision because s/he has not “won” another decision,
or certain persons feel left out, or a given decision
makes everyone feel better.
1
Meetings Bad
The Right Way & Person The Right Way & Person
The right way is to make data-driven decisions The right person to make these decisions is the
based on: person who has the:
Customer behavior Most information, and/or
Customer evaluations Best information.
Customer demographics
Previous history In almost all programming and marketing
Other data. circumstances, there is one person who has
access to or experience with previous history and
more data than anyone else. That person should
make the decision.
The rare circumstances when groups make better In these situations, groups often make better
decisions than individuals. decisions than individuals. But these
circumstances do not apply to most day-to-day,
These almost always involve: session-to-session, or event decision making for
most pprogrammatic
g and marketingg decisions.
High dollars,
dolla s those decisions in
involving
ol ing $100
$100,000
000 or
o
more
High risk, those decisions with little or no previous
history, often involving precedent-setting or new
activities.
Little or no data, where there is little or no data
available from which to make a data-driven decision.
2
Redefine Decision-Making Authority Redefine Decision-Making Authority
3. No precedent setting. Staff understands they 5. Trust. Initially, top executives will need to trust
cannot make decisions which are precedent the decisions made by staff. After a while, most
setting. staff will develop data-driven judgment and
4. Decision guidelines. By your decision making, by decision-making skills, and you can take
your reporting and staff briefings,
briefings by sharing of corrective action with those p people
p not making g
information, and by demanding information, you good decisions.
make it clear that decisions are to be data-
driven, based on customer behavior, participant
evaluations, customer demographics, and other
data.
3
Data to Collect Demographics
Not best to collect all data at same touch-point. Best that you determine occupation and job title.
Promotion Method
Distribution Method
Mailing List
Snail or Electronic
Mailing 1, 2, 3…
Word of Mouth
Web Site
Satisfaction
Course__________________Teacher__________________
Teacher/Presenter Programmer Evaluation. At the conclusion of the above course, the
following information should be generated. A copy should be passed
New Activities on to your supervisor, a copy should be put in the teacher’s file and a
copy should be put in the course file.
A. Student Evaluations
1. Overall, were you satisfied with the course? ____ YES ____NO
2. Fill in your response to the following questions:
1–very poor, 2–needs improvement, 3–okay, 4–good, 5–excellent
Understood the subject matter. _____
Was well prepared for each session. _____
Made the goals and objectives clear at course. _____
Stimulated discussion and group involvement. _____
Provided individual help when needed. _____
4
3. Comments. On a separate sheet of paper, list key comments on what 3. Comments. On a separate sheet of paper, list key comments on what
participants liked about the course and improvements they suggested. teachers liked about the course and what improvements they
4. Testimonials. On a separate sheet of paper, list key testimonials along suggested.
with the person’s name. Make sure to hold their evaluation form on file 4. Testimonials. On separate paper, list key testimonials along with the
teacher’s name. Make sure to hold their evaluation form on file
because it has their signature approving the use of their testimonial. because it has their signature approving the use of their testimonial.
B. Teacher Evaluation C. Performance Analysis
1. Overall, were you satisfied with the course? ____ YES ____NO 1. Price of the Course _____
2. Total Registrations _____
2. Fill in your response to the following questions: 3. Total Withdrawals _____
1–very poor, 2–needs improvement, 3–okay, 4–good, 5–excellent 4. Total Income (after withdrawals) _____
Was the organization’s staff helpful? _____ 5. Total Cost of Promotion _____
Was your room prepared for your course? _____
*If there was additional promotion beyond the catalog listing, attach a
Did the learning environment meet your needs? _____ copy to this evaluation. *To figure the promotional cost of a course in
Did the description clearly outline your course? _____ a catalog, divide the total cost of the catalog (desktop, printing, mail,
Did your programmer give you feedback? _____ etc.) by the number of courses.
Costs
Promotion
6. Total Cost of Production (instructor fee, materials, space)
_____ Production
7. Total Direct Costs (5 + 6) _____
8. Operating Margin (4 – 5 + 6) _____ Administration
D. Half-Life: The number of weeks/days prior to the course when 50% of
registrations were generated
d _____
Income $____
$ 100%
Promotion $____ 10-15%
E. Participant Analysis Report. On separate paper, breakdown the
students’ demographics: Age, Sex, Geography, Education Level. Production $____ 45-50%
F. Programmer Evaluation Direct Costs $____ 60%
1. Overall, were you satisfied with the course?
2. Rate the teacher on the Likert Scale (1–5)
_____
_____
Operating Margin $____ 40%
3. What action steps would you take to improve this course? Administration $____ 35%
Net $____ 5%
5
Making It Happen
Web-Based Software
7 Primary
Market
Segments
Analysis by market segment involves taking each What is my top market segment by sales?
of your market segments or primary customer What are my four top market segments by sales?
audiences and analyzing sales. My four top market segments are what percent of
total sales?
M nextt three
My th ttop market
k t segments
t are what?
h t?
What market segments are growing faster than
others?
Are any market segments stable or declining in
sales? Do I keep them?
What is my top market segment by average sales What market segments are growing as a
per person? percentage of total sales?
What are my poorest market segments by average What market segments are declining as a
sales per person? percentage of total sales?
Do I keep targeting my poorest market segments? What is my strategy for my segments that are
growing?
What is my strategy for those segments not
growing?
6
Market share/market potential By product
As market share, how are my market segments How are sales of each of
doing? my product lines by
As market potential, how are my market segments market segment?
doing? Are there new
What do I keep as my primary market segments? products/programs or
What do I drop as my primary market segments? product lines I need to
develop for a particular
What do I add as my primary market segments? market segment?