For the past couple of years, the Peace Corps has used online-based intercept surveys on peacecorps.gov to measure user satisfaction. The data captured over time has been interesting, but has not varied much month-to-month, which has made it difficult to translate insight into actionable enhancements on the website. In order to get more out of the user satisfaction data, we developed a framework that applies statistical models to the data collected that identify key performance indicators (KPIs) that have the greatest likelihood to increase overall user satisfaction.
I wanted to share our first dabble with data storytelling, a visualization supporting the Peace Corps Top Colleges initiative led by our awesome press team. Our goal was to enhance and expand the experience of the Top Colleges campaign and use of the data beyond the usual suspects like infographics, and other assets to show the reach of colleges and universities. We also wanted to connect all the earned media it receives to an overarching Peace Corps goal that is measurable (in this case lead generation) on the back end.
At the Peace Corps, we continually try to find new ways to test, measure and optimize our marketing and communications initiatives. Recently, we embarked on a project to design a framework to test and optimize content on the social media platforms we use to engage our stakeholders. This process required us to reboot our expectations in terms of measurement and re-think our social goals, but in the end it has made our decision-making process much stronger.
What exactly does being “data-driven” mean for digital marketing and communications practitioners in the federal government? It is easy to be awed by the new shiny platforms and services that promise to change how things are done in government. Fundamentally, though, it is thinking about analytics not just from a descriptive mindset but one of experimentation, optimization and measurement. It is about culture change so it is not as glamorous, not as easy, but necessary if you really want to be data-driven.