Creating a Culture of Data-Driven Decisions

Jacob EnsignJMH 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.

Principl

es of

DDD

Intro to

CERA

Real-World Projects

Smarter

Mailing List

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 data would help you make better decisions in your role?”

“What decisions do you frequently make based on gut instinct rather than data?”

No projects

A couple of projects

Plenty of projects

Too many 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

•Research studies

•Census data

•Surveys & polls

•Social networks

•Discussion boards

•Industry leaders

•The news

•Google Trends

•Online review services

•Consultants

•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

2122

Website Traffic Faceoff

Better Business Writing Grammar for Professionals

Unique Pageview

s

Online Regs8 3

What’s the big difference?

Search engine rankings

Web

ranking

tool

Statistics 101

… a pretty

cool trick

… or about $50,000 per program

1.

2.

3.

One rank correlates to …

SEVEN seats per program

The ominous brochure

Smarter (Direct) Mailing List

Who should receive a catalog?

Live within 10 miles

of campus

4-year degree

$75K+ household income

Likely candidate! Or are

they?

$59

$0

$59$41

$74$83

$53$54

$0 $0 $0 $0

$161

$0 $0

$78

$130$139

Fit catalog

Zip codes

$84$106

$50

$15

$107$99

$30

$73

$280

$326

$180

$265

$53

$197

$102

$47$43

$68

Fat catalog

Zip codes

577%618%546%764%

416%

1042%

165%

-100%

1715%

849%

179%

2138%

-70%

921%

-100%

3517%

ROI diversity in one zip code

Smart

mailing

list componen

ts

4+ years ago

3–4 years ago

2–3 years ago

1–2 years ago

0–1 years ago

Probability customer will come back for a class

Customer last took a class when?

Where do catalogs go when they

die?

You are like your neighbor

• Customers in your

database

• Likely prospects

from a purchased

list

• People similar to

your best

customers

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