Archive for Case Study

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.
We then recommended Tableau software so association staff could build dashboards and reports that are easy to use and have superior data visualization capabilities. We helped the association set up Tableau so their business analysts on staff could start creating visualizations.

The Results:

The Association Analytics solution with Tableau allows association staff to model data in various dimensions and change parameters in real time.
Association staff can log into the server from a standard browser to view real time reporting statistics that clearly show sponsors their return on investment.
AFP is currently working with Association Analytics to track visitor behavior before and during the log in process. This will tell the complete story of what drives the log in and how it translates into transactions.
Contact us to learn how data-guided decisions can impact your association!.

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.

Association Analytics Solution: Create data visualizations that group prospects by activity and interests

The Association Analytics team collected, cleaned and joined all the data about authors (cited and not-cited), reviewers, members (current and past), and meeting attendance.  We created visualizations to group them and show their activity and interests.

The Results: 

With the data analytics developed by Association Analytics, the association can now see the big picture view of all of the types of customers (segments). They can quickly see how each segment relates to the others (which are larger and which are smaller).
They can access and export the underlying data and utilize it for targeted email campaigns to prospective members. Now that they have data to support what they know about each member, they can communicate in a more meaningful way, instead of “spray and pray”.
The next phase is to determine the lifetime value for each type of customer if they are:

  1. NOT generating a lot of revenue –determine how to better engage and add more value.
  2. Generating a lot of revenue – they want to keep them!

 

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?

Association Analytics Solution: Create data visualizations that enable in-depth market analysis and can guide pricing decisions

The Association Analytics team cleaned, joined, and categorized the data from publicly available sources (including the U.S. Government) as well as related associations.
We stored essential data in data warehouse. Collected data included data on past prices of similar products, the market size of the industry, as well as demographics, and technological factors.
Association Analytics built visualizations on top of the data warehouse that enabled association staff to see the analysis.

The Results:

The association’s staff can now identify the market trends (supply/demand) of each product, as well as pricing trends. In addition they can show which area is most at risk from competition.
The association saved time and money by focusing on products and services with higher potential and were able to establish competitive pricing. They eliminated certain products and services and reallocated resources to optimal regions.

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.

Association Analytics Solution: Create a data visualization to help understand and optimize dues collection

We collected and cleaned the membership data and created an anticipated payment schedule for current renewal dues based on members’ payment history. We created a simple and effective visualization, classifying each unpaid member into one of 5 categories:
•    60 days+ past due
•    30 days+ past due
•    Keep Eye On (less than 30 days past due)
•    In good standing (their expected payment date is 30 days or less)
•    Did not pay in previous year

The Results:

The association now has a much better understanding of their dues collection trends and patterns. They are now able to quickly identify those members at greatest risk of not paying for their membership dues for the year. They can proactively contact members as they approach their anticipated pay date to ensure they renew. Now they develop targeted messages aimed at changing the behavior of those members who regularly pay late.

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.
Visualizations were built in Tableau on top of the data mart that allowed the association to see their member behavior in a new way.
Association Analytics also provided training and support for association staff to ensure successful adoption.

The Results

The customized dashboards and advanced predictive analytics enabled the association to better understand their member’s behavior. Based on that information, the association improved target marketing and outreach. They were also able to better predict attendance and profit for future conferences.
The data visualizations inspired critical problem-solving and experimentation to help grow events revenue. For example, data analysis showed travel distances over 500 miles were a barrier for 85% of potential attendees. The decision was made to experiment with two annual conferences to minimize travel.

Case Study: Data-Guided Event Planning

Association Challenge: What is the most profitable event per attendee?

Our association client was not able to see the full picture for their event registration. They had registration counts and revenue information available from their CMS and expense and budget information in their accounting software. They could not answer this question: what is the most profitable event per attendee – is it our large conferences or smaller regional events?

Association Analytics Solution: Use Data Analytics to enable data-guided event planning

We collected, cleaned and joined all the data about meeting attendance, budgets and financials from various systems. We then created attractive and intuitive data visualizations to clearly display the combined and aggregated information. The results were made available to all the association staff and board members.

The Results:

By presenting the information in a combined and visual way, the association can clearly see which events have higher margins.
Now the staff is able to clearly determine how complimentary registrations, registration pricing, and expenses impact the bottom line. They can drill down on an event with a higher than average margin to view the detailed expense data alongside the collected registration fees. This helps each staff person make better decisions about the event, from establishing registration pricing to ordering onsite meals.
Additionally, the events team can view real-time registration revenue compared to the budget. This allows them to be flexible and make more informed decisions closer to the time of the event.