Welcome!
• Questions throughout the presentation? Send them through the chat box.
• Recording will be sent to all registrants.
• Use #AssnDataWebinar on Twitter.
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Good Data: The Fuel for your Association’s Marketing Engine
Wes TrochlilPresident
Effective Database Management, LLC
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Data Channels
• Where does your data come from?
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
In-office Exercise
Identify your data channels
Data Channel Where it’s Kept Who Manages it Data Points Within
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Identifying Data Channels
• Membership• Committee service• Events registration• Product Sales• Subscriptions• Exhibits
• Sponsorship• Accreditation• Certification• Awards• Advertising• Fundraising
Obvious Channels
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
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
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
In-office Exercise
Identify your data channelsData 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
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Case Study
NACUBO• $10 million budget, 54 staff, ~3,000 organization
members• Promotes nearly 40 educational events per year
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Case Study
• 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
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Case Study
• Twelve different data points• Three years of data
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Case Study
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
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Case Study
Assign Value
1-low level(instant)
3-mid level(time)
5-high level(travel/time/money)
Books - 1Conferences - 5Web seminars - 4 CDs / Podcasts -1Subscriptions - 2Advertising - 1Award Nominations - 3Focus Groups - 2Listserves -1Research Participation - 3Annual Convention - 5Testimonials or surveys – 2Online self-study course - 3
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Case Study
• Gold – 837• Silver – 607 • Bronze – 706• Tin – 1801• Zero - 5808
©2015 – Effective Database Management.Phone: 540-338-9404 • Email: [email protected]
Five Key Data Management Tips
1. Know where your data is (data channels exercise)2. Understand implied interest3. Allow for segmented opt-outs4. Centralize data to the extent possible5. Success, not perfection
Informz =Opportunity
Results-driven digital marketing solutions for associations and nonprofits
Chris Scavo, Digital Marketing Strategist
The Power of Integrations
• Seamless transition of data
• Reduction of manual intervention
• “Jack be nimble, Jack be quick”
• More powerful marketing automation initiatives
Using Data to Get Personal
• Head Data versus Heart Data
• Increased audience insight
• Personalized content marketing plan for more effective messaging
• More effective subscriber analysis
Meaningful Connections Drive Results• Unsubscribe versus Opt-Out• Give subscribers a voice• Use a preference center to gain insight
When to Reach Out
• Updates to Interests and/or Profile information
• Membership renewal (90 days, 60 days, 30 days)
• Lapsed Renewals • Donations• Changes to your market
• Opportunities for calls to action• Reasons to celebrate
• Birthday• Membership anniversary• “Thanks for helping us reach our goal”
Opportunities with Automation
• What to automate• Welcome• Event• Nurture• Membership Renewal• Re-engagement• Winback
• Best practices• Know your audience• Map the process• Understand the journey• Create relevant content• Label your flow• Remain focused• Analyze
Data on Your Data
• Know the power of your data
• Stay engaged• Mailing Activity Reports• Campaign Dashboards• Subscriber Reports
• Membership• Products• Awards and Competitions• Exhibits• Events and Sponsorships
COLLECTING AND USING DATA FOR MARKETING
EXHIBITS
• Assign priority points• Leverage the competition• Demographics
Location, location, location
EVENTS and SPONSORSHIPS
Sponsored event?Be Creative
• Job function• Industry product• Location of event
Thank You!
Chris Scavo Jane NassiriWes TrochlilEffective Database Management
540.338.9404@westrochlil
www.informz.com888.371.1842 x5
@scavoatinformz
www.membersuite.com678.606.0310@janenassiri