Optimize Sales Performance Evaluation for Animal science

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today lucas will be presenting a new tool for evaluating opportunities to help farm animals globally and without further ado here's lucas hi i'm lucas ovarenga i'm the senior vice president of strategy impact and research at merciful animals an international nonprofit organization with over 20 years of experience and today i'm here to talk about the farming animals opportunity index a new tool that mfa is creating to help evaluating how we can help the most animals globally and how that's going to help with our international expansion plan now nfa focus ex exclusively on farm animals but if you're thinking we do that because they are this cute you're actually right but that's not the main reason so let's start taking a a look at the magnitude of the problem that involves farm animals in our planet almost 200 billion with a b land animals and fish are confined and slaughtered every year for food worldwide now if you take a look at this number and multiply by 20 so taking a look at the past 20 years that's more than 30 times the number of humans that have ever lived on the planets now we know that animals suffer everywhere and therefore we must create uh tools and strategies that will be able to help the the greatest amount of annual the greatest number of animals worldwide with the limited resources that we have and it's important that we start understanding the big picture while nearly 75 of all farmed animals alive at these very right moments are in southeast asia china and india less than five percent of the total farm animal welfare budget is allocated there and if we take a look at u.s and european union we see that that's about 60 percent of all farming animals living right alive alive there at these exact moments but more than 85 percent of the total farm animal welfare budget is allocated there so this shows the extreme disparities in our movements when we when we see how how we're allocating our resources compared to where the scale of the problem is so which factor does mercenaries consider when we're thinking about international expansion we obviously take the approach of the effective autism community we take a look at the scale of the problem the neglectness bar our movements intractability but at mfa we believe that there are two kinds of tractability or to measure tractability which are going to be describing further in the presentation there is the genetic tractability and the movement specific tractability but besides these three primary factors we also believe that global influence plays a very important role because we know that when we promote changes when we got to implement changes policy changes in countries there are highly global they're highly influential globally they're much more likely to influence policy changes in other countries now our movement historically has paid a lot of attention to the scale of the problem and to the gladness although we have not been so successful at implementing this i believe a few reasons for that might be because when we think about this the countries where we have the greatest scale and the gladness these are also the countries where we have unfamiliar social contacts from the perspective of the european and the american organizations we have unfamiliar political regimes we have varying levels of tractability we have difficulty to develop the movements including recruiting volunteers and staff and retaining talents so it's very difficult for us to try to take a look at the countries where we we see a huge uh a huge problem in terms of scale and a huge problem in terms of gladness and we simply try to replicate whatever has worked in europe or in the united states so mfa believes that's very important that we take a very close look at tractability if a country doesn't have a high tractability it's going to be less likely for us to succeed in our work now the farming opportunity index is a tool that tries to evaluate tractability how how we're going to be seen if a country has a high tractability or not so first it's important that we understand that we believe we have two kinds of tractability the first one is the genetic tractivity but there is also other factors that increase the tractability which we call movement specific tractability they are knowledge and attitude towards farm animals attitudes towards animal and plant-based products support for animal advocacy behavioral intentions regarding key advocacy activities and others so mfa when we evaluate when we are thinking about international expansion we take a look at scale tractability and global influence to decide which region to prioritize and once we identify these regions we take a look a deeper look at genetic tractability movement specific tractability state of people power and global influence to help us identify most the most promising interventions across this team these key advocacy areas and with all that in mind we started to think about the pharma animals opportunity index which is these two that we hope to be helping organizations and donors on how to prioritize their resources so the farming opportunity index known as the faoi is a composite indicator that provides a holistic assessment of the opportunities to help farm animals in various countries it's an interactive tool designed to aid animal protection organizations and donors in making database database decisions regarding allocation of their resources in a global context which with the overarching goal of maximizing impact for farmed animals so the farming opportunity index considers four main dimensions to evaluate in order to create a ranking of the most opportunistic countries they are scale neglectness tractability and global influence now it's important for me to state that neglectness is a dimension that's not going to be available for the launching of the farming opportunity index we do not have data yet reliable data that we have gathered in order to add into into the farming opportunity index but to describe these four dimensions we have uh analysis of many different factors so under scale for example we're evaluating we're analyzing the number of farmed land animals and the number of farmed fish and also the human population so both of these factors uh compose the magnitude of the scale of the problem in our analysis tractability is the most complex but it's so important also to remember that this refers to the genetic tractability analysis and lastly we have global influence again we believe that in a region or in a country where policies are being implemented and in these regions are highly influential globally they're more likely to influence other countries to follow these policies so we're evaluating soft power ing to el cano global presence index cultural presence factor meat trade and live animal trades now we're analyzing all these factors that fits in each one of these four or in this case three dimensions but the tricky part here is that they don't have the same weights or they should not have the same weights now mfa decided to put by default specific weights to scale tractability and influence and these weights are scale with 25 percent tractability 55 and global influence 20 percent now we know that you might disagree with these weights so department opportunity that is gonna give you the opportunity to play with the weights the way you prefer to evaluate the rank of the countries uh to evaluate the how opportunistics are the countries based on the weights that you defined in these two so that's the the best part in my opinion of this tool because not everybody is going to agree with the weights that we study and again we put a lot of weights on the tractability understanding that if we cannot if it's less likely for us to be successful in a country it tends to be not very effective but if you disagree with that you can assign different weights on these dimensions so the first version of the global farming opportunity department opportunity index that's going to be launched publicly ranks 60 countries and the two is going to allow you to compare and analyze not only countries but also regions so you can compare north america with asia with europe and you can compare also region with against another country for example so you can compare the united states against latin america you're also going to be able to view a rank based on that only one dimension for example scale if you want to see the rank of the countries only based on the scale you're going to be able to see that in our index and you're also going to be able to download the raw data for all factors to be evaluated under each dimension so if you want to take a closer look at how this raw data look like you're going to be able to download this in the tool now it's very important to mention that the farming opportunity index doesn't tell us everything so um there are other facts that we encourage to to for you to have further examination when you were evaluated when you were analyzing the farming opportunity index those are basically movement specific tractability uh which are these four factors and more qualitative qualitative information such as cultural norms history of animal farming role of religion presence of influencers that can help the movement government attitudes towards activism animal welfare meat reduction and so on prevalence of plant-based alternatives and easy of finding and retaining quality staff so merciful animals uses the pharma opportunity index as a pre-preliminary stage in a longer evaluation process in order to decide where we're going to be allocating our resources globally so first we analyze we evaluate the farm and opportunity index we come up with a list of the most opportunistic countries we choose the countries we want to explore the second stage we evaluate whether we have special opportunities and this means that we might have we might know what talented people that we are familiar with and we trust and they are willing to help already we might know important stakeholders that can make the work much easier uh we also want to highlight that this is a very subjective analysis so important to have that in mind the third part is to evaluate potential cost effectiveness and also this is a projection it's important to reinforce it's just a projection and lastly and probably most important we conduct scoping studies and the scoping studies are designed to investigate all the factors that were not identified in the farm and opportunity index analysis so right now to share this with all of you uh we are completing eight scoping studies in asia next month in december 2020. our intention with those scoping studies now is to define is to design a strategy for the region merced foreign is considering to set up a regional office in the region based in one specific country that we're still going to pick to oversee the work uh in those different countries uh that's hopefully going to be the beginning of our work of our big presence in asia we currently have a work being developed in india and we plan to start pilot interventions by q2 2021 so this also last slide is designed to show how the farm annual opportunity index how these two is important for our international expansion plan we take a look at these dimensions and this would not be possible without these two we analyze which countries which regions have the highest global influence level which regions have a high tractability which regions have the high highest neglectness and highest scale so based on these factors we have depending on these factors in each country we will have different priorities and paradise doesn't mean that whatever is not in our produce should not be done so for example in a country with a high global level of influence and a high level of tractability our priority is to focus on creating institutional change because we believe institutional changes what we can is what can promote the greatest impact for animals in the short and mid term so if you want to pause this video to take a look at the other dimensions and how we see these dimensions reflected in the priorities that we set for each region feel free and this is it this is mercy for animals i hope you enjoyed the content of this presentation i hope you enjoyed the initiative that we're creating we are going to be launching the farming opportunity index uh by the end of december 2020 that's going to be public in our website uh if you have any questions if you want to connect if you want to discuss ideas if you want to collaborate with this project with us feel free to reach out to me at lucas a mercerfernandez.org i hope you have enjoyed and appreciated this presentation and thank you very much for watching hi lucas thank you for that brilliant talk there's quite a few questions already um but i might start off with one of my own so you talk about the farmed animal open index as a starting point for evaluating how and where mercy for animals will prioritize your animal rights efforts what is your strategy then for evaluating the effectiveness of that framework once your interventions are in place how do you um you know make sure that you're placing the right amount of weight for each of those factors you bianca it's a pleasure to be here uh and thank you for the questions a very good one so yeah i this scope is the farming opportunity index is just the preliminary stage of our long evaluation the scoping studies also plays a very important role for for us to understand the areas that we could not cover during the analysis of the farm and opportunity index but it's important to reinforce that merciful animals heavily relies on the regional leaders so we know that we we we have our own bias and we don't it's harder for us to understand the context the the cultural context and the political environment in other countries so in order to avoid our bias to interfere in the most potential strategic decisions in other countries we heavily rely on our regional leaders so that's uh very important to to point out uh and we we allow and empower our regional leaders to create their own strategies based on our uh on our global three-year strategic plan that we have at mfa and based on that we also have an impact center which is another tool that mfa has created to keep track of the progress in each one of our main areas of interventions so basically public engagement uh corporate engagement on the welfare front and the planned base front the government affairs and public policies that we have investigations so we have an impact center to the to define the kpis and the metrics of success and to estimate the potential and more impact that we're having in each one of these areas yeah it sounds like you're doing a lot of work in all of these regions which obviously have you know huge differences in cultural contexts could you give some examples of some of these pilot interventions that you'll be running over the next few years um starting off with what you're doing in brazil absolutely well as i pointed out in the last slides of the presentation i think that the prom the most promising interventions will depend on the on the regional context so we think in in regions with uh they're very influential globally and regions with a very high tractability such as the united states and the european union we definitely would love to prioritize uh institutional change especially because we know that whatever policy we we implement there it's more likely to influence other countries to adopt uh to do the same in countries with less tractability we and high scale of course we want to prioritize the regions with where we have a a lot of a lot of the a lot of farm animals and a lot of numbers related to to the scale of the problem we want to prioritize building people people power while we also explore uh institutional change of course in more developing countries we know we're going to face more challenges in terms of enforcement so even if a company commits to to implement a policy or if a new regulation is created to to help our animals we know that enforcement is a completely different uh step in the process so we definitely we are more careful more skeptical uh we know that it can be done but we definitely want to prioritize building people power to make sure that we get momentum and that we build a strong movement and uh and and have power to be pressuring these institutions both in the corporate level and also in the public level yeah great thank you um we have a really interesting question from one of the audience members do you think there is any possible scope for machine learning to learn good weightages say for optimizing certain end goal metrics sorry bienko could you repeat the question yeah so um any scope for using machine learning um and artificial intelligence to decide on the weightages for each of these factors i hope so uh well um this is something that that that we need to consider um i don't i don't have the answer right now but that's a really good question i love to connect after the the the presentation sounds good yes well there's plenty of opportunities to network in this conference so i'll send you their details in the moment um and so could you i know you come from a um a background of the for-profit sector could you apply this framework um to fields outside of the animal welfare non-profit sector i think so i think we we all need to be data driven we all need to define the best criteria that we have in order to be making the most strategic decisions um so i definitely yeah for sure i think in any any area of work that we decide to to to focus our efforts we we should be creating our systems of criterias and the ways to evaluate the progress of our work right yeah i definitely see this framework being applied to different fields particularly the alternative protein sector which is my area of expertise another audience question this might just be the last one because we're running out of time do you face any pushback from large organizations and private corporations whose profits depend on farming and agriculture and obviously those other organizations that are often very well funded if so what is the best approach to address this uh so pressure from big companies is that is that the question yeah that benefit from um animal farming yeah we face this all the time and i think mfa takes a takes a very intelligent approach which is to not see them to see them as potential allies so we want to show them the benefits of making this transition i think we we think it this change is inevitable and we we we hope to do a good a good job at helping them to to start making a transition and one of the the greatest projects that mfa has been launched recently is the transformation uh if anyone is interested you i recommend googling it to to get more information about it great thanks so much lucas we're uh running out of time but thank you so much for that talk and all of the work that you're doing not just in brazil but you know all over the world and we're really looking forward to what what you release over the next few months so uh yes i encourage everyone to check out the website um mercy for animals thanks again lucas uh it was a pleasure