Partner Transfers Data Competencies to Optimize Analytics Use
The Royal Society for the Protection of Birds (RSPB), founded in 1889, has undergone a significant transformation in its data management operations. This change has been spearheaded by the dedicated Supporter Data Management team, led by Andrew Oldham.
Two years ago, the RSPB made a strategic move to improve data quality by merging IT roles into the Supporter Data Management team. This devolved approach, where different teams work closely together, is not uncommon in many organisations and has proven to be effective at the RSPB.
The Supporter Data Management team exists outside of the IT department, enabled by cloud computing. This setup allows the team to take responsibility for fixing data management issues and check on the progress of batch jobs from their smartphones, via an app. In fact, they are known to monitor their smartphones over weekends to ensure the smooth running of the charity's supporter data operations.
This proactive approach has been instrumental in resolving issues quickly, as demonstrated during the RSPB's Big Garden Bird Watch weekend when the team successfully resolved a stuck batch process.
The RSPB's approach to conservation is scientific, using statistical data to understand the UK's avian population. Evidence and insight play an increasingly valuable role in both the RSPB's strategy and operational decision-making. This empirical approach has influenced the management culture, as stated by Rob George, head of supporter insight at the RSPB.
The team recently upgraded its batch processing solution from Redwood Software's Chronicle system to the cloud-hosted RunMyJobs service. This transition, completed in just 13 days, has been a testament to the ease of transition provided by Redwood's service. The team's ability to resolve issues quickly is a reflection of this smooth transition.
The growing importance of evidence and analysis has led to an increase in data management workload for the team. However, the team's vested interest in the smooth running of the charity's supporter data operations ensures that they are well-equipped to handle this increased workload. George states that data management and analytics should be situated where the core business value lies, and the Supporter Data Management team's role is a clear example of this philosophy in action.
In conclusion, the RSPB's Supporter Data Management team plays a crucial role in the charity's operations, leveraging technology to ensure data quality and enabling evidence-based decision-making for the conservation of the UK's bird population.
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