Analytics are having an impact on member and customer relations in ways we could never have imagined just a few years ago. From streamlined access to membership records to predictive modeling, most organizations stand to benefit from the deluge of new information in one way or another.
For many, the challenges come in screening out irrelevant data, using the most valuable parts and minimizing overhead costs in the process.
Behavioral triggers are used to examine member-specific interactions and respond accordingly. That often involves automated systems that operate behind the scenes, such as a button on your website that allows a user to join your mailing list.
Association staff who analyze and monitor those triggers, however, stand to gain tremendous insight into member behaviors, trends and patterns. Such information helps association executives gain a new perspective on the current market, including the common needs of their target demographic, and they can help forecast potential moves in the future.
Associations and member-based organizations are using data analytics to bolster membership engagement to all-new highs, and in fun and exciting ways. Associations and member-based organizations even share the data they’ve collected with their members to produce quality.
Using an example from agriculture, in one case area farmers increased yields from an average of 150 bushels per acre to nearly 200 simply by following the recommendations of data-driven surveys and studies. More importantly, associations have used survey and study data to develop stronger bonds with members while assuming advisory or leadership roles with volunteers.
Data analytics can also open the door for many brand new revenue streams. There are several methods for identifying and tapping into those avenues:
“…very excited because of the possibilities that I see for NADA moving forward, the ability to give our executives the information, any intelligence that they need in order to help our members better…the ability to simplify the whole application ecosystem, removing unbelievable complexity and bringing simplicity to the application.”
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