What we need is someone who is not only skilled in analyzing data, but knows how to apply it strategically to various digital marketing channels in a holistic fashion. All of the difficult work of creating a survey, obtaining statistically significant results, cleaning, visualizing the data, etc has been done. We just need someone who can tell us how to use the data to meet our goals. This will take some back and forth with me, and creating more visualizations within Qualtrics. It might also mean comparing the results with our AdWords data.
I need someone who can really listen to my rather unique concerns and help us get what we are intuitively after.
I manage the strategy for EarthSharing.org an outreach website aimed at creating more people who believe that land value tax is a desirable and important policy for ending poverty and saving the environment.
I need someone to first compare our existing survey results, preferably using Qualtrics, to the academic theories of Dan Kahan, a professor at Yale. The theory is called Cultural Cognition, which puts respondents into 4 buckets. This theory is useful because of its power to predict how people will answer many questions about society, beyond the 5 questions in the survey.
We already have broken the responses into these 4 buckets the best we can, but I can't help but feel that we need to dig deeper. We currently receive $40K in free advertising from Google AdWords for being a non-profit. We also have a newsletter. We have data from all of these activities. We need a 2nd opinion on our overall marketing strategy.
We are juggling two goals, to identify as large of a chunk of society as possible who is likely to be interested in our ideas and to better market to them. Our other goal is to influence people in the San Francisco Bay Area who will attend our events and perhaps donate to our cause in a variety of ways.
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