Every successful association understands that it\u2019s important to gather data: meetings data, membership data, purchase data, and more. But often all of this data lives in distinct silos, which is only so informative. A clearer picture of your association emerges once you start thinking about data consolidation.<\/p>\n\n\n\n

\u201cData consolidation is almost like having a crystal ball,\u201d says Stephen Gabourel, MYB\u2019s Director, Research and Data Insights. \u201cIt removes the guesswork and anxiety that comes with self-evaluation, because you\u2019re no longer making decisions based on intuition or gut feelings. You\u2019re making decisions based on a holistic view of your members.\u201d<\/p>\n\n\n\n

To begin the process of data consolidation, Gabourel says, it\u2019s helpful to understand that associations typically keep data in three silos. Each is important, but they become more powerful when brought together.<\/p>\n\n\n\n

The first is demographic<\/strong>: That covers familiar information such as age, race, and gender, but it also encompasses more association-specific details such as job roles.<\/p>\n\n\n\n

Second is behavioral<\/strong> data: meetings attended, journals and magazines purchased or subscribed to, volunteer activities.<\/p>\n\n\n\n

Third is attitudinal<\/strong> data: What members and customers have said they think of the value they\u2019re getting from their various interactions with an association.<\/p>\n\n\n\n

After consolidating these disparate data sets, we are equipped to identify key patterns in member behavior and answer questions about members that you couldn\u2019t in the past. The data can be analyzed in a variety of ways, but data consolidation works best, Gabourel says, when it\u2019s driven by specific goals that an association wants to address. How can we get more young professionals attending the annual conference? Why isn\u2019t the journal resonating with senior members?<\/p>\n\n\n\n

By helping you answer those questions, data consolidation can be a launchpad for new ideas. But it can also keep your organization from wasting time and energy on old ones. Many associations often launch initiatives that may have made sense five, ten\u2014even 25\u2014years ago. Now, though, they may speak to a very limited subset of your membership and be better off sunsetted. A data consolidation process is the first step to help your organization identify and eliminate underperformers.<\/p>\n\n\n\n

Data consolidation is also an essential step in creating personas, which are sets of common personality types across your association that you believe it\u2019s valuable to connect with. You can learn more about personas in one of our earlier blog posts<\/a> and <\/a>, but the bottom line is simple: When you get your data sets out of their silos and consolidate them, you can begin answering the questions that help build stronger loyalty and engagement with your association.<\/p>\n\n\n\n

Looking for more? Take a look at our two-part video discussion<\/a> between Gabourel and MYB CEO Max Suzenaar on data consolidation and the value associations can gain from it, or give us a call at 312.870.7100. We\u2019d be happy to speak with you about how to strengthen and grow your organization.<\/p>\n","protected":false},"excerpt":{"rendered":"

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