Author Archive for associationanalytics

Data Informs Decisions: ASAE and Association Analytics Aim to Predict Engagement

ASAE’s goal was to bring all member engagement data together for cross analysis to build a rich picture of overall engagement and participation. ASAE uses multiple systems—AMS, email marketing, and online community, among others—to collect member data, but it couldn’t compare or analyze valuable member activity across systems. There was no clear way to track retention, understand satisfaction, or analyze member engagement. ASAE partnered with Association Analytics to integrate all data into a consolidated architecture for analysis. Connecting the Higher Logic community platform, branded as “Collaborate,” is the latest addition to this long-term project.

Both organizations got to work consolidating ASAE’s data from all the different systems. There was preexisting data available using visualizations with Tableau and Power BI. Association Analytics developed an integration with Higher Logic’s Activity Sync to bring community activity data into its data platform, Acumen, in near real time, where it’s linked to member data from ASAE’s multiple systems. Additional data includes community membership and discussion content for text analysis. This will enable future plans to automatically categorize discussions and derive other valuable information.

“We built an analytics platform and ASAE helped us build a baseline,” said Julie Sciullo, President and CEO of Association Analytics. “Since Higher Logic is a standard integration, we were able to quickly and easily integrate community data into the rest of this new ecosystem, bringing to light different trends, ways to look at preexisting data, and a plan to prompt further actions. And that’s a big part of it – collecting data is cool, but what are you going to do about it?”

In other words: ASAE wants to understand the “aboutness” in its member conversations. At a basic level, Acumen helps the organization visualize search terms and subject lines. On a broader scale, it helps to see what members, volunteer groups, and people in the community talk about.

“Since starting this partnership with Association Analytics, we’ve aimed to make data analytics top of mind for associations,” said Reggie Henry, Chief Information Officer of ASAE. “We want to create some thought leadership around full data analysis. Don’t solve just one data problem – let’s get as much data as we can into this warehouse, so we can continuously solve problems. And let’s bring the community along for that ride.”

Community Data Results
ASAE knew Collaborate was a strong member benefit, but insights gleaned from Association Analytics’ Acumen tool proved the community extends beyond just a place for members to interact. Click HERE to see the full case study and three actionable engagement trends that came to light.

 

Case Study: Analyzing Member Engagement – How ASAE Captured the Unicorn

The American Society of Association Executives (ASAE) uses multiple systems—AMS, email marketing, and online community, among others—to collect member data, but it couldn’t compare or analyze valuable member activity across systems. There was no clear way to track retention, understand satisfaction, or analyze member engagement.

ASAE partnered with Association Analytics to integrate all data into a consolidated architecture for analysis. Connecting the Higher Logic community platform, branded as “Collaborate,” was the latest addition to this long-term project. ASAE’s goal was to bring all member engagement data together for cross analysis to build a rich picture of overall engagement and participation.

Both organizations got to work consolidating ASAE’s data from all the different systems. There was preexisting data available using visualizations with Tableau and Power BI. Association Analytics developed an integration with Higher Logic’s Activity Sync to bring community activity data into its data platform, Acumen, in near real time, where it’s linked to member data from ASAE’s multiple systems. Additional data includes community membership and discussion content for text analysis. This will enable future plans to automatically categorize discussions and derive other valuable information.

blog-aug14

In other words: ASAE wants to understand the “aboutness” in its member conversations. At a basic level, Acumen helps the organization visualize search terms and subject lines. On a broader scale, it helps to see what members, volunteer groups, and people in the community talk about.

⇒ Click here to read more including three major insights

First the GDPR, Now California’s Consumer Privacy Bill: Your Ultimate Association Data Privacy Checklist

While many associations are still working to comply with GDPR, the State of California passed a new Consumer Privacy Bill that will have a significant impact on numerous organizations around the world.  Here is what associations need to know:

REQUIREMENTS

Associations that need to comply with the new regulations are required to give California consumers an effective way to control their personal information by ensuring the following rights:

  1. The right of Californians to know what personal information is being collected about them.
  2. The right of Californians to know whether their personal information is sold or disclosed and to whom.
  3. The right of Californians to say no to the sale of personal information.
  4. The right of Californians to access their personal information.
  5. The right of Californians to equal service and price, even if they exercise their privacy rights

STARTING POINT

The first step to managing data privacy is to document what personal data you have and what processing you are doing with it. All subsequent steps are dependent on this information being accurate.

In order to mitigate the risks related to data privacy compliance whether it be GDPR, California Privacy, or future state/country specific requirements, this list will be helpful:

DATA PRIVACY MANAGEMENT CHECKLIST

 Documentation:

  • Identify special categories of data processed
  • Document processing activities
  • Determine legal basis for processing (Like you did for GDPR)
  • Eliminate data that is not required or has no legal basis
  • Ensure consent has been documented for processing using “consent” as the legal basis

 Organizational Steps:

  • Form a team to manage privacy risks
  • Assign data stewards for personal data
  • Define internal data privacy policies
  • Advise/educate staff and board
  • Assign responsibility for security and breach detection

Inform and enable data subjects:

  • Update privacy notice and inform data subjects of how to execute their rights
  • Provide data subjects with a method to contact you
  • Provide data subjects with a method to object to processing
  • Provide data subjects with a method to view / control their data
  • Define process to receive and process data subject requests

Manage 3rd Parties:

  • Identify 3rd parties with who you send personal data
  • Ensure 3rd parties are compliant
  • Establish data processing agreements with 3rd parties

COMPLIANCE

Associations who meet the following conditions need to comply:

  1. Annual gross revenue over $25 Million
  2. Buy, sell, share, or processes personal data on over 50,000 California residents
  3. Derive 50%+ of annual revenue from selling personal information

The deadline for compliance is January 2020. Click here for more resources on Data Governance

Who Says Associations Can’t Continue Direct Marketing with GDPR?

The EU’s General Data Protection Regulations (GDPR) came into effect this summer and associations are concerned about which marketing materials they can and cannot send to members, prospects, and exhibitors.

There are two key things to keep in mind when considering the processing of personal data for marketing purposes:

  1. First, associations do not always need consent to send information if it can be proven that it is a “Legitimate Interest” or is required to deliver “Contracted” services, and second, the GDPR states in recital 47 that direct marketing can be considered a “Legitimate Interest”.
  2. According to the GDPR, a legal basis for processing (using) personal data must exist. While most organizations are focused on “Consent”, the GDPR text provides several categories for legal basis.  For marketing meetings and services to members and prospects, “Contracted” obligation and “Legitimate Interest” are key.

Associations can start by asking questions like:

  • What benefits were members expecting when they agreed to become a paid member of this association?
  • Did members join so they can market their products at the annual meeting or do they join because they want access to the wealth of information gained through membership?
  • What communications may be directly linked to the fulfillment of these expectations?
  • What is the impact on the recipient if this information is sent to them?

Answers should be documented to demonstrate the methodical approach for selecting “Contracted” obligation as the legal basis for processing personal data, and sending information to members and interested parties.

The GDPR recognizes that direct marketing may be necessary for growth by stating in recital 47 that it may be used as a “Legitimate Interest.” This does not, however, mean it is a free for all.  In order to use “Legitimate Interest” as a legal basis, it is necessary to validate that the benefit to the association outweighs any possible risk to recipient.

When using “Contracted” and “Legitimate Interest” as a legal basis, negative impacts should be minimized and recipients should be provided with the ability to opt out of future communications. So who says associations can’t continue direct marketing and remain GDPR compliant? The key is following a process to identify the legal basis and documenting this action for future reference.

For more on GDPR Compliance, click here.

Association Analytics Names Mark Lowry as President and Chief Revenue Officer

(Washington, DC— August 16, 2018) Association Analytics, the leading data analytics company for associations, has named Mark Lowry as President and Chief Revenue Officer (CRO), embracing his spirit of collaboration, passion for client education, and vision for association innovation.

PR Newswire

View at PR Newswire

Mark is a natural fit to amplify the culture that makes Association Analytics the team of experts that professionals trust. His vision is complementary to mine and will launch the Acumen analytics platform on a far greater scale, innovating exponentially more associations. He creates opportunities for clients to exchange ideas and successes with one another. His proven record of establishing partnerships with leading industry solution providers has empowered thousands of associations to grow through alliances and technical resources”, said CEO, Julie Sciullo. With his direction as Chief Revenue Officer at Higher Logic, the leader in online community platforms and an Association Analytics partner, the organization experienced tremendous year-over-year growth, expanding from a couple employees to well over 300, as well as ranking in Inc. Magazine’s Fastest-Growing Private Companies.

Often quoted referring to client engagement and technology with high energy terms like “jumpstart” and “turbocharge”, Mark impacts our industry by imparting best practices through Associations Now, CRMUG Magazine, popular blogs, and as a featured presenter at conferences. The transformations in his wake propel him around the globe, educating professionals about the importance of collaborative platforms and related technologies.

To harness the power of insights pulled out of community, Reggie Henry, CIO at ASAE, worked in concert with Mark, integrating their data with the ASAE data stored in their Association Analytics’ Acumen platform. The engagement trends brought to light were featured in a case study where Reggie shared, “We’ve aimed to make data analytics top of mind for associations. We want to create some thought leadership around full data analysis. Don’t solve just one data problem – let’s get as much data as we can into this warehouse, so we can continuously solve problems. And let’s bring the community along for that ride.”

Mark says he is thrilled to be joining the Association Analytics (A2) team, adding, “I’ve always been passionate about working with companies that lift the association market to new heights. After building on 12 years of proven data analytics success, A2 has recently realized an exciting expansion with its product Acumen which any association can take advantage of to reach its goals by making data driven decisions. I look forward to driving client engagement opportunities while maintaining a fun, tight-knit, client-first culture that drives word-of-mouth referrals.”
In addition to his decade with Higher Logic, Mark’s leadership has been shaped by roles at Avectra, Blackboard, Advanced Solutions International, and his tenure at Virginia Tech earning two Bachelor of Science degrees.

On why he chose to invest his talents in Association Analytics, he added, “Every association that has worked with A2 has raved about their experience and what an inclusive game changer A2 was for them. I believe that Acumen is the next big catalyst for associations who aim to remain relevant and competitive in the industry.”

About Association Analytics

Association Analytics (A2) is an industry leader in data analysis and management products, services, and training. Assembled with the association professional in mind, Association Analytics is exclusively focused on empowering teams to integrate and interpret compliant data to make better, more confident decisions. These decisions enhance member experiences, optimize processes, drive organizational strategies, and increase revenue. A2’s experts provide the Acumen analytics platform, lead data governance, analytics strategies, training, adoption, fractional analysis, data privacy compliance, and engagement workshops. Learn more at www.associationanalytics.com.

Case Study: Understanding and Optimizing Membership Dues Collection

Association Challenge: Which members are late paying their dues and which members are ‘at risk’?

Our client, a trade association, was struggling with dues collections. They were unable to identify those members who were late paying their dues due to the complexity of their dues structure.

They also could not tell if paying late was normal for those individuals or not. Not knowing the members’ typical payment scheduled made it impossible to determine which members were just lapsed and which were at risk of dropping membership altogether.

The association was not sure which members they need to push to pay for renewal or whether this was their normal behavior.

Read More→

Case Study: Using Data Analytics to Convert Prospects to Members

Association Challenge: How can we identify & encourage ‘customers’ to become members?

Our client did not understand the size and demographics (type, sector, etc.) of their prospect base.

In addition to their members, they have regular contributors who are engaged with the organization as authors or reviewers of published content.The association was eager to convert these authors and contributors into members. They intuitively know that this highly engaged group could be easily converted.

However, the association couldn’t identify and sort the prospect data by role(s) and demographics. Without that information, they couldn’t develop targeted messaging that would help convert these prospects. Read More→

Case Study: Predicting Event Attendance to Improve Planning & Drive Revenue

Association Challenge:  How can we predict attendance so we can improve event planning and drive revenue?

The association’s annual conference was its largest source of revenue. They used email campaigns and direct mail to stay in touch with prospective attendees, but were unable to confidently estimate expected attendance, registration costs, venue amenities needed, on site staffing levels, and more.

Association Analytics Solution: Collect all critical event data in a central location and create data visualizations

Association Analytics implemented a data warehouse and created data marts. The data warehouse contains key information from several disparate sources. It became the single source for event-related data, including customer information, past event attendance, membership history, committee participation, key demographics, and engagement factors. Read More→

Case Study: Data-Guided Market Analysis for Product, Service, and Pricing Decisions

Challenge: How to set the right price for membership, events, and other products?

An association we work with was having difficulty creating a pricing strategy because they didn’t fully understand their market.

Historical data on supply, demand, consumption as well as company size was available on the internet, but the association couldn’t determine pricing based on their research.

The association couldn’t figure out the right price for membership, events, and other products. Which of their offerings should have the highest price?  Which of their services and products would be in highest demand? Which region should they focus on initially? Read More→

Case Study: Association for Financial Professionals AFP

Association Challenge: How can we get customized web analytics reports to our website sponsors?

The Association for Financial Professional’s London sister company gtnews converted to a new CMS and then needed reporting for their website sponsors. gtnews asked for customized web analytics reporting tools to meet their contractual obligations to website sponsors.

Association Analytics Solution: Combine web analytics data into a single source for powerful customized reporting

Association Analytics created a data mart on a separate BI SQL Server and developed several Microsoft.NET C# applications that pulled data from three separate sources (Ektron, Google Analytics, and netFORUM) and inserted it onto the local BI SQL Server. Read More→