Please click the titles to download the presentations.
Opening Plenary, Nigel Magson, Chair to Nov 2010
Panel: Julian Young, Jon Kelly, Kirsty Neale, Bob Francis
Ever wondered what’s the role of Insight Teams in developing forecasts and scenario planning? Which business areas can Insight and Analysis professionals add value to? What techniques are available? And how many of them are commonly used in the third sector? And what inputs and expertise we can buy in from elsewhere? The session sets out to explore the above with contributions and examples from the panel and the chance to get the answers to your forecasting conundrums
Panel: Stuart McCoy, David Dipple, Victoria Barham, Steve White
Come along and get your top-tip handouts for each of these techniques and hear the panels’ experience on what works and what doesn’t. This session assumes a basic knowledge of the principles of RFV, Lifetime Value and Supporter Attrition and outlines additional tips and techniques that can be used to help improve your standard, classic data model. We will also be covering some of the common pitfalls and issues experienced with building these types of models. This session will be split between presentation and discussion with the audience so please come along prepared to ask questions and feedback some of your own experiences!
Panel: Heidi Thompson, Nigel Magson, Bob Francis, Stephen Newberry
This session will explore different aspects of data enhancement in order to make more from your analysis. The panel has a wide experience and practice of applying data to charity fundraising, and will be looking to take your questions on this topic. So why does data need to be enhanced? What are some of the simple things that can be done with your own data to improve your analysis? How does this help with specific areas of fundraising such as legacy or major donors? The panel will look at some of the data and tools available in the external market – from geodemographic datasets to individual level variables. What is available and how do you know what you should use. The panel will aim to give real life examples of how enhancing data has improved fundraising performance.
Creative Pre-testing and Qualitative Research
Panel: Steven Dodds, Paul Seabrook
Subjective decision making can be a major issue in the charity sector. There are a wide range of stakeholders who will often be from different backgrounds and have different opinions when it comes to creative / message / campaign development. It’s often the case that those working in the charities are not the target audience. It’s therefore desirable to have data and insight that can facilitate informed decision making. Ultimately it should deliver better ROI from marketing expenditure. Tools are available to help analysts with this decision making. This panel will cover:
- Why and when to creative test
- How you can do it
- The roles of quantitative and qualitative research
- The pros and cons of using research
- Case studies from the charity sector
The panel are very keen to discuss and help with live issues / opportunities that delegates have. Please feel free to bring any information / recent campaigns that we can use for discussion.
Panel: Nigel Magson, Mike Bugenbe (Just Giving), David Hudson (Intellitracker)
The online world is a huge opportunity for charities and yet has a different set of data, metrics and tools when compared to the offline world – even for analysis. The panel of experts comprises, Mike Bugembe from Just Giving, who will be able to give real life examples of how Just Giving is exploiting online data to fundraise effectively; David Hudson from Intellitracker, who works with organisations such as Age UK and Oxfam in supporting their use of web analysis; and Nigel Magson from Tangible Data who has practical experience of developing integrated platforms for multi-channel campaign management. They will be looking to answer your questions on the topic of web and integration.
Panel: Chair; Steven Dodds, Head of Planning, DMS; Tim Cook, Senior Analyst, Occam; Robert Hughes, Owner & Managing Director, TigerFish
Making practical advances in what is undoubtedly an area of growing importance for marketers and fundraisers may appear daunting. How can analysis tools help derive useful insight? What challenges does social media related data present to the analyst? How does social media analysis link to other key marketing metrics? How can this insight drive improvements in communications activity and, ultimately, donations, sales or action?
This panel session – featuring three experienced social media analysts and practitioners – will give you the opportunity to pick the brains of those in the know. We welcome the inquisitive analyst keen to learn about – and contribute to – an area central to the future health of our careers and the charities we work for.
Panel: Kirsty Neal, Julian Foxon, Matt Tamea, Marie-France Mardi
As analysts what tools do we need, and how do we pick the right tool for a particular project? What part can selecting the right tools play in the integrated functioning of your operations, from campaign planning, to the devolution of data and analysis to regional staff? These are some of the questions we’ll be asking, comparing the relative merits of tools such as Faststats, SAS, SPSS, Excel, and anything else you want to bring to the mix!
Panel: Ruth Smyth, David Dipple, Shaun Williams, Ben Smith
Analysis skills, database experience, statistics knowledge… the list of requirements for an analysis job can be daunting and recruiting people with this list of skills is tough.
This session is all about the challenges of recruiting good analysts, the skills they really need and what you can do to fill resource gaps when they occur. There will be a mix of charity and agency people on the panel, who you can treat as your recruitment agony aunts. Please come along and share your top tips and challenges in finding the right people for the job.