This week, we’ve gathered articles that look at how to use behavioral data to target consumers as an alternative to demographic data. We learn how to improve dashboards in your nonprofit organization in order to make data-informed decisions. We examine a new way for higher education organizations to visualize data in order to improve enrollment insights and retention. And finally, we look at the role of the Chief Data Officer and discuss why a good CDOs tenure should be short yet effective–and where they should go once the job is successfully done.
Advertising is About Changing Behaviors…Why Don’t We Segment, Target and Measure On It?
by Tim Burke, contributing writer for MarTechAdvisor.com
Changing consumer behavior is the challenge of today’s advertiser. The onslaught of demographic data has given marketers a leg up on this challenge, allowing them to target consumers broadly and achieve massive reach. But this kind of targeting is limited and inaccurate. In this article, Tim Burke, CEO of Affinio, discusses the problems with this strategy and explains how marketers who track, measure, and iterate based on nuanced behaviors instead of broad-based demographic similarities can obtain profoundly superior results. He also discusses how Artificial Intelligence (AI) can be deployed to detect, cluster and surface behavioral data to better understand customer intent and behavior.
Improve Your Dashboards. Improve Decision-Making. New White Paper.
by Pat Farrell for NonProfitPro.com
Dashboards tell a story about an organization. They combine various elements (financial, demographic, etc.) and display critical information in an easy-to-read format that enables timely analysis and decision-making. In The Dashboards for Nonprofits white paper, the author shares tips for the new dashboard user and worksheets for developing key dashboards by job function. Also, learn what data is needed to generate the dashboards you want and get the tools needed to deliver the dashboard your organization relies on.
New Way of Looking at Data Can Help Improve College Enrollment Insights and Student Retention
by the Editorial Team for InsideBigData.com
Organizing, sifting through, visualizing, and understanding data can be a major challenge for higher education organizations. Many administrators are simply not data savvy and may not know what to look for. And oftentimes, key pieces of data live in disparate locations and are tough to pull together. This article looks at a new way to visualize data: glyph-based data visualization. The glyph is a unique way of holistically visualizing all the data known about a student—allowing enrollment teams to see more and know more, faster. Learn how to find the proverbial needle in the haystack by combining data from multiple sources in a way that brings hidden insights to the forefront.
CDOs Need To Change Their Firms, Then Change Jobs
by Charles Holive, commentary for InformationWeek.com
The need for a Chief Data Officer (CDO) is a crucial and permanent feature of business. The CDO has two key jobs to tackle in their tenure. The first is to identify opportunities to monetize data across an enterprise and then activate them. The second is to move their companies towards a mindset of optimizing data-driven insights to add value with its clients and to make more money. But the CDO’s job is short term. Once they have achieved the mission of creating a digital innovation platform that generates revenue and increases market shares, it is time for them to move on. But to where? This article explores this and more.
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