Data Driven Decisions:

1. Data Driven Decisions: Quality in a Voluntary World

2. The Problem Early Career: Join Association Late-Career: from staff Nurse to Administrator

3. Good Business Intelligence depends on up-to-date data Reliability Viability Innovative Nimble

4. 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

5. Even Good Data….

6. The Wrong Data…. Fired Robertson, then learned tweets not from core audience. NYT Feb. 2014

7. The Right Data…..

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

9. 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

11. The Demographics Primary Work Setting - Acute Care Hospital, Rehabilitation Center Primary Responsibility - Administration, Clinician Position – Director, Faculty Specialty – Gynecology, Pharmacy Subspecialty– Geriatrics, Hematology Highest Degree Earned – MD, PhD Certifications – CRRN, CNRN Custom Field – Income, Hours per week in role

12. 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

13. The TrendAssociation Forum of Chicagoland

14. Board Source

15. 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

16. The Technology

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

18. Strategic Direction Projects should align with Strategic Direction • Personify Partnership • DotNetNuke CMS Platform • C# Development Language

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

21. Not What We Want

22. The Direction • List Demographics • Standard Questions • Client Specific Answers • e-Business Workflows • Purchase • Join • Registration • Certification • My Account • User Friendliness • Periodic Updates

23. Workflow Control

24. My Account Control

25. Edit Control

26. Testing was Critical • IT Testing • Small Client Group Demos and Testing • Focused Client Testing • Post Launch Testing

27. Why Test? Good Data is Critical

28. Post Launch Review • Client Interviews and Feedback • Data Reviews • Examine the data • Be prepared to adjust • Confirm the data is useful

29. Client Feedback Beta Client • No constituent complaints • No constituent problems • Board finds the data useful and informative • Developing Google Analytics assessment to monitor transaction flow

30. The Implications for Big Data

31. Big Data • Nebulous • Volume • Velocity • Variety • Big • Messy

32. Big Data’s Key Know what problem you want to solve

33. Thank you! Don Brown Application Development Manager Dbrown@connect2amc.com Beth Zemach Senior Project Manager Bzemach@connect2amc.com