good data: the fuel for your association's marketing engine

Welcome!

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Today’s Panelists

Chris Scavo Jane NassiriWes Trochlil

©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


Data Channels

• Where does your data come from?


In-office Exercise

Identify your data channels

Data Channel Where it’s Kept Who Manages it Data Points Within


Identifying Data Channels

• Membership• Committee service• Events registration• Product Sales• Subscriptions• Exhibits

• Sponsorship• Accreditation• Certification• Awards• Advertising• Fundraising

Obvious Channels


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


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


Case Study

NACUBO• $10 million budget, 54 staff, ~3,000 organization

members• Promotes nearly 40 educational events per year


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


Case Study

• Twelve different data points• Three years of data


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


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


Case Study #1


Case Study

• Gold – 837• Silver – 607 • Bronze – 706• Tin – 1801• Zero - 5808


Case Study


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

Personas enable us to easily separate constituents based on their needs.

Meaningful Connections Drive Results• Unsubscribe versus Opt-Out• Give subscribers a voice• Use a preference center to gain insight

Meaningful Connections Drive Results

Recognize Trends through Scoring

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

MemberSuiteGood Data: The Fuel for your Association’s Marketing Engine

• Membership• Products• Awards and Competitions• Exhibits• Events and Sponsorships

COLLECTING AND USING DATA FOR MARKETING

MEMBERSHIP

Follow your members

• Networking • Social media• Capture Data

PRODUCTS

• Repeat customers• Purchasing cycle• Demand of the product

Data powers sales

AWARDS and COMPETITIONS

• Past entrants• Past winners• Membership category

And the winner is ….

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

[email protected]

540.338.9404@westrochlil

[email protected]

www.informz.com888.371.1842 x5

@scavoatinformz

[email protected]

www.membersuite.com678.606.0310@janenassiri

good data: the fuel for your association's marketing engine

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