Marie-France Mardi,
Marketing Data Analyst,
RSPB Supporter Engagement Project
(‘Partridge’ project)
Where choosing the tool is only part of the
problem…
Engagement must be…
All nature
Local
Supporter
experience
Personal
Process overview
Summary findings
Enablers
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)
Internal
Requirements
Easy to use access to
supporter data
(reporting & selection)
Local communication
delivery capability
Objectives
Timely / fast
communication
delivery
Locally relevant
Communications
Shorter lead times
Personally relevant
Communications
Advanced
communication
capabilities
(personalisation,
automation, multichannel,
segmentation)
Project deliverables
New T
e
c
h
n
o
l
o
g
y
Audience
Offline
G
o
v
e
r
n
a
n
c
e
Online
Lo
Communication
Creation &
Delivery
ca
l
-H
Q
Lo
ca
360°
View
Operational
Strategic
Data Integration
Data Capture & Management
l-
HQ
Defining Solutions
People
SUCCESSFUL
CHANGE
Process
Technology
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
?
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?
?
Smartfocus
?
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?
?
Alterian
?
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?
?
?
Portrait
Software
?
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SAS ?
?
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Area of Application
Excel
Exploration
Visualisation
Data manipulation
Data mining
Basic segmentation,
RFV
Business reporting &
forecasting
Dashboarding
Campaign
management
Propensity modelling
Complex
segmentations
SPSS
SAS
SQL
FastStats
smartFOCUS
Alterian
Fundraising complexity
The Analytics Space
Excel, SPSS, SQL
Excel, SPSS
Excel
SPSS, SQL, SAS,
smartFOCUS
SQL, SAS,
smartFOCUS,
Alterian
SQL, smartFOCUS,
Alterian
Excel, SPSS,
FastStats
SQL, SAS,
FastStats,
smartFOCUS,
Alterian
SQL, FastStats,
smartFOCUS,
Alterian
SPSS, FastStats
FastStats, SQL,
smartFOCUS,
Alterian
FastStats,
smartFOCUS,
Alterian
Size of supporter base
The Analytics Space
New kids on the block
Application Style
Visualisation for the Audience
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”
And in the blue corner.....
Boxing ring or
wedding ring?
SPSS
Excel
Wider set of statistical tests
Everyone knows Excel!
Labels instead of codes/values
Charts and reporting easier/better
Full data dictionary
Pivots are great – and possibly easier than
SPSS Olap Cubes
Handling of missing data
Doesn’t mess up your import like Excel!
Excel 2007 big advance over previous
version – esp. increase to 1mn rows
Saves time/increases productivity –
especially using Syntax
Excel 2010 – Sparklines, Slicer, 2Gb+
Tutorials etc. to help you understand results
Merging files far easier
Licence costs approx £1k
User interfaces – buttons/scenarios
VBA is wonderful
Some tips on Excel
 Use Excel as the ‘output’ medium i.e.
for final data manipulation/tarting-up, xtabs 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