Mining Your Association Management Software Data for Business Intelligence

©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]

Mining Your AMS Data for

Business Intelligence

Wes Trochlil

President

Effective Database Management, LLC


EDM and WebLink

Wes Trochlil

President

Effective Database Management, LLC

Benji Craig

Director of

Digital Marketing

WebLink International, Inc.


Business Intelligence Defined

…a management process

for using data

to make decisions.

Process Data Decisions


"The greatest wisdom not applied to action and behavior is meaningless data."

- Peter Drucker, The Effective Executive


What’s holding us back?

FEAR!

Fear of…

…getting it “wrong.”

…data contradicting conventional wisdom.

…having to change behavior.


BI Prerequisites

1. Establish clear outcomes

2. Clearly established data management processes

3. Ensure that data is being captured

4. Ensure that data is accessible for analysis

5. Actually apply the knowledge


Data Channels

• Where does your data come from?


In-office Exercise

Identify your data channels

Data Channel Where it’s Kept Who Manages it Data Points Within


Identifying Data Channels

• Membership

• Committee service

• Events registration

• Product Sales

• Subscriptions

• Exhibits

• Sponsorship

• Accreditation

• Certification

• Awards

• Advertising

• Fundraising

Obvious Channels


Identifying Data Channels

• Industry databases

• Customer inquiries

• Phone apps

• Website downloads

• “Send me more info”

• Volunteers

• Face-to-face meetings

• Focus group participation

Less Obvious Channels


In-office Exercise

Identify your data channels

Data Channel Where it’s Kept Who Manages it Data Points Within

Membership AMS Membership Dept Type of member, length of membership

Event Registration Online System Events Dept Type of registration, type of event

Donations Spreadsheet Executive Office Size of donation, number of donations

Exhibits Spreadsheet Events Dept Size of booth, number of years exhibiting


Case Study #1

NACUBO

• $10 million budget, 54 staff, ~3,000 organization members

• Promotes nearly 40 educational events per year


Case Study #1

• Objective: Decrease marketing costs

• Action: Develop system for identifying best customers

• Result: Decreased marketing costs by 40%, increased attendance by 35%, increased revenue by $100K


Case Study #1

• Twelve different data points

• Three years of data


Case Study #1

Purchases•Books

•Conferences

•Web seminars

•CDs / Podcasts

•Online Self Study Courses

•Mailing lists

Participation•Award Nominations

•Focus Groups

•Listserves

•Research studies

•Volunteer or facilitator

•Testimonials or surveys


Case Study #1

Assign Value

1-low level(instant)

3-mid level(time)

5-high level(travel/time/money)

Books - 1

Conferences - 5

Web seminars - 4

CDs / Podcasts -1

Subscriptions - 2

Advertising - 1

Award Nominations - 3

Focus Groups - 2

Listserves -1

Research Participation - 3

Annual Convention - 5

Testimonials or surveys – 2

Online self-study course - 3


Case Study #1


Case Study #1

• Gold – 837

• Silver – 607

• Bronze – 706

• Tin – 1801

• Zero - 5808


Case Study #1


Case Study #2

Grantmakers for Effective Organizations

• 400 organizations representing 3,600 individual member contacts

• Goals:

– validate that higher score means higher likelihood of renewing

– identify least and most engaged members

– identify which data points most reflect probability of renewing


Case Study #2

Quantifying Engagement

• Thirty-six data points in six broad categories

– In-person engagement

– Volunteer service

– History with GEO

– Content and resources use

– Accessing GEO staff

– Bench Strength


Case Study #2


Case Study #2

Key Findings

• There is a positive relationship between engagement score and renewal rate

• Members in the top 30% percentile of engagement scores are nearly 100% likely to renew their membership the following year.

• Members in the bottom 20% percentile of engagement scores are least likely to renew their membership.


Case Study #2

Key Findings

• Engagement level of members has

remained steady despite increase in

membership

• Volunteerism is key retention factor


Case Study #2

Key Actions

• Outreach to members by GEO Senior Team and Staff

• Involving members in production of GEO Publication and Newsletters

• Securing commitment from members to serve GEO in volunteer capacity


Keep in mind

Seek success, not perfection


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Contact Me

Wes Trochlil

President

Effective Database Management

[email protected]

www.effectivedatabase.com

540.338.9404


Are you looking

for a new AMS?


Contact WebLink

WebLink International, Inc.

[email protected]

www.weblinkinternational.com

877-231-4970

Mining Your Association Management Software Data for Business Intelligence

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