Problem

Highly resourced products, programs, and initiatives were not backed by data-driven insight — resulting in high-cost, low-impact outcomes.

Goals

Understand the feelings and motivations that drive behavior and meet customers where they are.

Develop a scalable tool cross-functional departments can utilize to drive high impact outcomes.

Socialize a human-centered, data-driven approach in key business decision making.

My Role

Defined vision & roadmap.

Co-Led research with Lead Data Scientist.

Pitched to Senior Leadership.

Collaborated with cross-functional departmental heads to understand information gaps and business process needs.

Conducted qualitative & quantitative research.

Analyzed 6,000,000+ data points & synthesize life-stage segments.

Socialized actionable Persona methodology across departments.

Integrated segmentation model in database.

Coached external institutions interested in replicating our model.

Results

Developed a scalable primary segmentation model for alumni — broader implications than expected.

Now being used to inform key business decisions organization-wide — including programs and initiatives that led to reaching our Capital campaign goal of $1B six months early.

External universities are replicating WFU’s methodology.

Awarded CASE, Circle of Excellence | Gold Award (highest level awarded).

Methodology & Process

1 - Define

• Identify and articulate challenge

2 - Research

• Secondary research

• Internal interviews

• Behavioral & market research

3 - Synthesize

• Segmentation

• Demographic data mining

• Target markets

• Persona stories

4 - Implement

• Distribution

• Facilitation & coaching

• Internal feedback

• External results

5 - Iterate

• Refine & repeat based on feedback