https://devsummit.aspirationtech.org/index.php?title=Being_a_data_driven_organization&feed=atom&action=historyBeing a data driven organization - Revision history2024-03-29T08:13:03ZRevision history for this page on the wikiMediaWiki 1.35.1https://devsummit.aspirationtech.org/index.php?title=Being_a_data_driven_organization&diff=295&oldid=prevVivian: 1 revision imported2015-05-05T17:47:38Z<p>1 revision imported</p>
<p><b>New page</b></p><div>= Being a data driven organization =<br />
''David Taylor, notes by Josh Levinger (Citizen Engagement Lab)''<br />
<br />
'''what can we learn from obama campaign?'''<br />
* they learned it all from silicon valley<br />
<br />
'''what do we mean by data?'''<br />
* raw chunks, metrics, informed decision making<br />
* dashboards<br />
<br />
'''how do we act on data we collect?'''<br />
* only produce analytics that are actionable (vs reportable?)<br />
* vanity metrics are killing startups (clicks, hits, users)<br />
* actionable ones key (cost per acquisition, revenue per user, dropoff rate)<br />
* very similar to member-funded orgs (dollars raised per user, value provided to them)<br />
* * lead generation -> conversion -> lifetime value<br />
* pirate metrics talk <br />
<br />
'''what is most central metric? just actions, dollars?'''<br />
* twitter used avg engagement per user per day in their early days)<br />
* campaigns could use virality, or growth velocity (recruitment)<br />
* ability of people to spread your message (shares)<br />
<br />
'''knowing what your goal is as organization'''<br />
* what are we trying to do in the world?<br />
* at the end of the day, what do we care about?<br />
<br />
'''most of the things that are measurable are best for lead conversion'''<br />
* 90% of what we can measure are vanity metrics<br />
* define qualitative metrics / proxies for real world engagement (clicks vs higher bar asks)<br />
* move people up the engagement ladder<br />
<br />
'''fundraising culture is far behind software development in following pace of change'''<br />
* rigidity (obliviousness) vs plasticity<br />
* how do we create pressure on foundations to change?<br />
* some orgs stuck in loop of email list growth & rapid response<br />
** key performance indicators should be balanced against each other<br />
* data collection and decision making systems don't talk to each other<br />
** by data we mean constituents (and their interactions with the org)<br />
<br />
'''How do we make this easy?'''<br />
* you need a lot of data before being metrics driven makes sense<br />
* collect everything you can, go back and design what's relevant later<br />
* use automated tools that are built for this (kissmetrics, mixpanel)<br />
** google analytics gives you traffic numbers (vanity metric)<br />
** cohort tracking, not just spikes<br />
* decide on one kpi per channel (+- on baseline, something that indicates health)<br />
** know your baseline, and the sector baseline<br />
* start with goals, work backwards<br />
* * but check that it fits your organization model<br />
<br />
'''visualization helps connect between different staff cultures'''<br />
* intelligence dashboards<br />
* chart.io (visually build charts from many data sources)<br />
* make everything transparent, everyone in the organization has access to every graph<br />
<br />
'''design tests, knowing most of them will fail'''<br />
* but with limited resources "burning" them can be scary<br />
* phrase a hypothesis vs "fine tuning" or optimization<br />
* when is there an end any more?</div>Vivian