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Linked In's New statistics for groups needs to put group membership in context of external benchmarks. For example, add U.S. Bureau of Labor Statistics data to better find insights in LI's geographic distribution data for group members.
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* How To Combine External Data With Linked In's "Statistics" To Reveal Insights
Insights:•NMGR's Top 5 U.S. metro areas pretty much match the population dis-tiribution of the U.S. (see map) but over skew vs. market research jobs inthose regions (see bar graph). (E.g., metroNYC = 12% of group v. 8.1%of all market research jobs, San Francisco = 5% of group v. 2.6% of allmarket research jobs.•NMGR under-skews for Wash. D.C., Phila., Pa., & Minneapolis, Minn.All have ~3.0% of market research jobs, but less than 3% of NMGR.•NMGR's skew may match LI's geographic skew for its U.S. users.Reportedly LI skews heavy with members from regions with a large num-ber of technology & internet businesses, such as metro San Fran,Boston & NYC.Actions:•As a result of geographic under skew, NMGR may be missing impor-tant members of the market research community in D.C., Phila. & Minn.& other regions.•NMGR should develop campaigns to identify key members of the mar-ket research community with & without LI profiles in under-representedregions & invite them to join the group, & LI if needed.E•S•Q Unlimited--Analysis• Insight• Action!Ready to make better marketing decisions?ContactBruce E. Segal• 610-667-8188•[email protected]
Analysis:Linked In's "Statisitics" for groups shows the Top 6 locations formembers of Tom Anderson's Next Generation Market Researchgroup (NGMR) are: metro NYC = 12% of the group metro Chicago = 5% metro San Francisco = 5% London, U.K. = 4% metro L.A. = 3% metro Boston = 3%We need an external benchmark to put this in context. We add con-text here with freely available data from the U.S. Bureau of LaborStatistics (May 2010). Adding context leads to actionable insight.
About Tableau maps: www.tableausoftware.com/mapdata
Map of Distro of Market Researchers In U.S.A. by County Popl
% ofTot Emp0.0%5.0%10.0%16.2%OCC TitleMarket Research Analysts & Marketing Specialists*Survey Researchers
2009 Population55 to 13,60013,600 to 25,70025,700 to 51,90051,900 to 195,000195,000 to 10,200,000
Area (MSA) Name
0% 2% 4% 6% 8%% of Total Tot Emp 0 5 10 15Geo Multiple (1 = no skew of this Job Title in MSA)
New York-White Plains-Wayne, NY-NJ Metropol..Los Angeles-Long Beach-Glendale, CA Metrop..Chicago-Naperville-Joliet, IL Metropolitan Divisi..Washington-Arlington-Alexandria, DC-VA-MD-..Philadelphia, PA Metropolitan DivisionBoston-Cambridge-Quincy, MA NECTA DivisionMinneapolis-St. Paul-Bloomington, MN-WISeattle-Bellevue-Everett, WA Metropolitan Divis..San Francisco-San Mateo-Redwood City, CA M..Atlanta-Sandy Springs-Marietta, GADallas-Plano-Irving, TX Metropolitan DivisionSan Jose-Sunnyvale-Santa Clara, CASanta Ana-Anaheim-Irvine, CA Metropolitan Div..Phoenix-Mesa-Scottsdale, AZHouston-Sugar Land-Baytown, TXSan Diego-Carlsbad-San Marcos, CAPittsburgh, PABethesda-Frederick-Gaithersburg, MD Metropoli..Oakland-Fremont-Hayward, CA Metropolitan Di..Nassau-Suffolk, NY Metropolitan DivisionBaltimore-Towson, MDColumbus, OHCleveland-Elyria-Mentor, OHEdison-New Brunswick, NJ Metropolitan DivisionCincinnati-Middletown, OH-KY-IN1.0%1.0%1.1%1.2%1.2%1.5%1.7%1.7%1.8% 1.9%1.8%2.3%2.5%2.7%2.7%2.9%2.7%3.6%3.7%4.2%
7.8% 8.14.4%4.1%3.9%3.2%3.0%2.8%2.7%2.6%2.4%2.0%1.9%1.8%1.8%1.7%1.5%1.4%1.4%1.3%1.2%1.1%1.1%1.0%1.0%1.0%
Each Top 6 LI Geo => 3% of Gro
1.31.51.62.11.31.51.31.6
2.81.33.32.52.02.21.92.01.31.42.0
14.14.2
1.61.6
1.65.02.31.93.12.43.24.3 6.83.82.72.8 4.92.22.82.82.21.81.01.7 5.5 16.32.01.72.42.11.82.12.0
Distribution of Top 25 Metropolitan Statistical Areas for Market Research Jobs
