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

Dale Dean

President, DeanHouston, Inc.

Integrated Business Marketing

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.

The DIKW Hierarchy

Data

Information

Knowledge

Wisdom

The DIKW Hierarchy

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.

Data Acquisition Sources

Types of Data

1. Assumption

2. Anecdotal

3. Secondary

4. Internally Conducted

5. Intermediary

6. Independent Research

Where is Your Data Coming From?

Where is Your Data Coming From?

Assumptions

Types of Data Collection

Anecdotal Information

Types of Data Collection

Secondary Data

Types of Data Collection

Internally-Conducted Research

Types of Data Collection

Intermediary Information

Types of Data Collection

Independent Research

Types of Data Collection

Strategic Significance of Data Analysis

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

Annette Landesman

Senior Vice PresidentStrataMark Dynamic Solutions

What is Marketing Research ?

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

Conducting Effective Research

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

Know Who to Talk To …

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

The Secrets of Conducting Effective Marketing Research

Know the Questions and How to Ask Them

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 Your Parameters -- And Share Them

The Secrets of Conducting Effective Marketing Research

Know the Timeline

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

Bob Renkes

Executive Vice PresidentPetroleum Equipment Institute (PEI)

A Little Bit About the Petroleum Equipment Institute

How Did We Get Into This ?

What Are We Doing ?

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

Why A Survey?

Why a Relatively Expensive Third-Party Survey?

Initial Objectives(As determined by staff)

Budget$30 to $34K

Staff Time Involved

Challenges

Nonmember Survey

• Method

• Result

• Benefits

• Bottom Line

Member Survey

• Method

• Result

• Benefits

• Bottom Line

The Good, the Bad and the Ugly

Would We Do It Again?

Thank You