Jonna Heliskosken kommenttipuheenvuoro kokeiluaamukahveilla 31.1.2017 (aiheena yhteiskunnallinen markkinointi).

1. FOCUS ON SCOPING AND DARE TO FAIL
Jonna Heliskoski
Director of Marketing, The National Museum of Finland
PhD candidate, Hanken School of Economics

2. Phases of the scoping
1. Understand the target phenomena (Impact)
2. Define the scope of the project (Outcome)
3. Analyse and select the target segments
4. Create effective interventions through co-
creation and experiments (Input & Output)
5. Model and measure the impact
Focus on Scoping
Segmentation
2
3
4
1
5 The scoping of a project or a scheme
enables the modeling and the estimation
of its potential impact.
The iooi method (by Bertelsmann Stiftung)
Input
Output
Outcome
Impact

3. 3
Understand the Impact Ecosystem
Input
Output
Outcome
Impact
Impact
Outcome
Outcome
Outcome
Outcome
Output
Output
Output
Output
Output
Output
Input
Input
Input
Input
Input
Input

4. 4
Overcome the Silos and Dare to Fail