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.
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.
