Data Driven Decisions:

Quality in a Voluntary World

The Problem

Early Career: Join Association Late-Career: from staff Nurse to Administrator

Good Business Intelligence depends on up-to-date data

ReliabilityViability

InnovativeNimble

The Data

If there is one phrase that sets remarkable associations apart from the counterparts, it’s ‘data, data, data.’ They gather information, analyze it and then use it to become even better.”ASAE – 7 Measures of Success, 2010

Even Good Data….

The Wrong Data….

Fired Robertson, then learned tweets not from core audience. NYT Feb. 2014

The Right Data…..

The Priorities

Membership Marketing Benchmarking Report, Marketing General Incorporated, Schonker, Wasserman, Rossell and Tranguch, 2013.

The Decision:

• Task Force Formed • Data Gathered internally to assess size

and scope of problem – 2678 sub-codes – 6 collection points X 2 methods = 12• Join, Register, Purchase, Certify, Renew, Call-in

• Data Gathered externally to observe industry standards

The DemographicsPrimary Work Setting - Acute Care Hospital, Rehabilitation CenterPrimary Responsibility - Administration, ClinicianPosition – Director, FacultySpecialty – Gynecology, PharmacySubspecialty– Geriatrics, HematologyHighest Degree Earned – MD, PhDCertifications – CRRN, CNRNCustom Field – Income, Hours per week in role

The Recommendation

• 7 standard demographics collected in work flow (codes)

• + 1 custom• At 4 Personify touch points: – join, register, buy, certify

• Reminded every 6 months• Rewarded if multiple visits within 6 mos.• All forms standardized – Including Member Services scripts

The TrendAssociation Forum of Chicagoland

Board Source

The Marketing Teams’Benefits:

• Worked with volunteers to capture current professional scope, work settings, job functions, titles, etc.

• Education opportunity– Developing expertise in data analysis– Developing expertise in Data Analyzer

• Driving customers to Update– E-blasts with links to account profile– Incentive testing vs. Organic

The Technology

The Technology

• Strategic Direction• Our Standards• The End Goal• The Intended User Experience• Should it be sellable?

Strategic Direction

Projects should align with Strategic Direction

• Personify Partnership• DotNetNuke CMS Platform• C# Development Language

Development Standards

• Personify .Net Control Like User Interface• Personify Database• Flexible Design• Client Configurability• User Friendly Interface

Not What We Want

The Direction

• List Demographics– Standard Questions– Client Specific Answers

• e-Business Workflows– Purchase– Join– Registration– Certification– My Account

• User Friendliness• Periodic Updates

Workflow Control

My Account Control

Edit Control

Testing was Critical

• IT Testing• Small Client Group Demos and Testing• Focused Client Testing• Post Launch Testing

Why Test?

Good Data is Critical

Post Launch Review

• Client Interviews and Feedback• Data Reviews– Examine the data– Be prepared to adjust

• Confirm the data is useful

Client Feedback

• No constituent complaints• No constituent problems• Board finds the data

useful and informative• Developing Google

Analytics assessment to monitor transaction flow

Beta Client

The Implications for Big Data

Big Data

• Nebulous• Volume• Velocity• Variety• Big• Messy

Big Data’s Key

Know what problem you want to solve

Thank you!

Don BrownApplication Development ManagerDbrown@connect2amc.com

Beth ZemachSenior Project ManagerBzemach@connect2amc.com