Marie-France Mardi, Marketing Data Analyst,RSPB Supporter Engagement Project(‘Partridge’ project)

Where choosing the tool is only part of the problem…

Personal

LocalAll nature

Engagement must be…

Supporterexperience

Process overview

Summary findings

Better Supporter Data (360° View – across all systems + Increased

data capture)

Changes in processes(Devolution – regional

& local capabilities)

New Tools (Targeting & campaign

management tool, email broadcast,

content management)

Improved Resources (people, skills, governance)

Timely / fast communication

delivery

Locally relevant Communications

Personally relevant Communications

ObjectivesEnablers

Easy to use access to supporter data

(reporting & selection)

Local communication delivery capability

Shorter lead times

Internal Requirements

Advanced communication

capabilities (personalisation,

automation, multi-channel,

segmentation)

Project deliverables

Online

Data Capture & Management

Data Integration

360° View Operational Strategic

Offline

Audience

G o v e r n a n c e

N e w Technology

Local - HQ

Local - HQ

Communication Creation & Delivery

Defining Solutions

People

Process

Technology

SUCCESSFUL CHANGE

Data

Options-Internal development / structure vs external outsourcing

-Capabilities of different tool providers :

Data Integration / 360 degree view

Analytics / Supporter Intelligence

Reporting Segmentation Campaign management

Faststats ? ? ? ? ?

Smartfocus ? ? ? ? ?

Alterian ? ? ? ? ?

Portrait Software

? ? ? ? ?

SAS ? ? ? ? ? ?

? ? ? ? ? ?

Area of ApplicationExcel SPSS SAS SQL FastStats smartFOCUS Alterian

Exploration

Visualisation

Data manipulation

Data mining

Basic segmentation, RFV

Business reporting & forecasting

Dashboarding

Campaign management

Propensity modelling

Complex segmentations

The Analytics Space

Excel, SPSS, SQL SPSS, SQL, SAS, smartFOCUS

SQL, SAS, smartFOCUS, Alterian

SQL, smartFOCUS, Alterian Excel, SPSS Excel, SPSS, FastStats

SQL, SAS, FastStats, smartFOCUS, Alterian

SQL, FastStats, smartFOCUS, Alterian Excel

SPSS, FastStats FastStats, SQL, smartFOCUS, Alterian

FastStats, smartFOCUS, Alterian

Size of supporter base

Fund

rais

ing

com

plex

ity

The Analytics SpaceNew kids on the block

Application Style

Mind-mapping software (great for CHAID plus lots of other things besides!!!)

Freemind

http://freemind.sourceforge.net/wiki/index.php/Download - or simply google “Freemind”

Visualisation for the Audience

And in the blue corner.....

SPSS Wider set of statistical tests

Labels instead of codes/values

Full data dictionary

Handling of missing data

Doesn’t mess up your import like Excel!

Saves time/increases productivity – especially using Syntax

Tutorials etc. to help you understand results

Merging files far easier

Licence costs approx £1k

Boxing ring or wedding ring?

Excel Everyone knows Excel!

Charts and reporting easier/better

Pivots are great – and possibly easier than SPSS Olap Cubes

Excel 2007 big advance over previous version – esp. increase to 1mn rows

Excel 2010 – Sparklines, Slicer, 2Gb+

User interfaces – buttons/scenarios

VBA is wonderful

Use Excel as the ‘output’ medium i.e. for final data manipulation/tarting-up, x-tabs and charts

But paste the code (either SPSS or SAS) you wrote to generate the output also into the Excel workbook for future ref

Get rid of extraneous sheets!

Make it fit for printing!

Don’t use too small a font - its NOT ok to push Fit To Page to an extreme!

Use headers/footers to put titles on (and your name!)

Use colour advisedly – and remember how it will print in B&W

Some tips on Excel