lisa o’keefe director of insight · lisa o’keefe director of insight 22 october 2013. creating...
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Creating a sporting habit for life
The Value of InsightLisa O’Keefe Director of Insight 22 October 2013
Creating a sporting habit for life
Starting the Insight Journey- Recognising the value of insight
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Creating a sporting habit for life
The Value of Insight - Driving offer design and delivery
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• Offering sport in a way that meets consumer need
• Finding the best way to reach our target audiences
• Using feedback to refine our approach
Creating a sporting habit for life
The Value of Insight- Underpinning decision-making
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• Putting delivery in context
• Prioritising resources
• Impact on the whole market
Creating a sporting habit for life
New Insight Vision- Continuing the insight journey
Putting insight at the heart of decision-
making
Changing how we all think and act to drive
increased participation and improved talent
development
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Creating a sporting habit for life
Insight Directorate- New structure
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Manage information &
databases
Develop tools e.g. analytical tools,
website interactivity, dashboards
SPOGO & LOCOG Database
Expertise on what drives behaviour change – both individual and organisational
Information Management
Business Engagement
Behavioural understanding
Research Evaluation &
Analysis
Turn data into knowledge and
insights
Carry out meta analysis and
interpretation to extract trends, big
“so what’s”
Translate insights into actionable
business recommendations
Tailor communication to meet stakeholder
needs
Support improvement,
implementation and capability of key stakeholders
Disability
Expertise in behaviours & motivations of
disabled people and ‘influencers’
around them
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Creating a sporting habit for life
Insight Directorate- Building the team
Carol FraserAllison Savich
Business Advisors
(+ 2 vacancies)
Lisa O’KeefeDirector of Insight
James RadfordStrategic Lead
Business Engagement
Denise Williams
PA
Strategic Lead Behavioural
Understanding (vacant)
Strategic Lead Research,
Evaluation & Analysis (vacant)
Strategic Lead Data & Information Management
(LOCOG)(vacant)
Andrew Spiers
Head of Research
Evaluation & Analysis
Julie MacPherson, Darcy Hare
Dannielle RobertsSenior Insight Manager
(+ 1 vacancy)
Helen PriceBarbara
TomaszczykHelen Bibby
Insight Manager
Ann Ezziane Business Support Officer
Head of Data & Information Management
(vacant)
Senior Data Manager(vacant)
Data Manager (vacant)
Adam Blaze Strategic Lead
Disability
Lindsay Games Senior Disability
Managers(+ 1 vacancy)
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Creating a sporting habit for life
Maximising our resources- What can you expect from us
• More coordinated access to our data• Greater breadth of audience, market and ROI insight• Regular engagement• Enhanced behavioural change expertise
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Creating a sporting habit for life 9
Maximising our resources- Making full use of existing data and research
Creating a sporting habit for life
Maximising our resources- What can you expect from us
• More coordinated access to our data• Greater breadth of audience, market and ROI insight• Regular dissemination • Enhanced behavioural change expertise
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Creating a sporting habit for life
Working Together to Create Change
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Creating a sporting habit for life
Putting it into practice - Discussion
Help us to define how we can best help you:
1. What key challenges are you facing in becoming more insight-led? – How are these being addressed by you or others?– Which other organisations would you like to work with to develop
your understanding?
2. How can we best communicate with you?
3. What can you share to help us better understand the changes in your sport?
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Creating a sporting habit for life
The Value of InsightLisa O’Keefe Director of Insight 22 October 2013