Playing the Numbers: What Does Scoring

Member Engagement

Really Tell Us?Tuesday, August 14

9 a.m.Hub Tag: #ASAE12 LG9

Content LeadersNina Goldman, MBADirector, CRM & MarketingAmerican Council of Engineering Companies

Ben Martin, CAEProduct & Community Manager

Avectra

Thomas Nordby, CAEAVP, Business OperationsNational Defense Industrial Association

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WHY DO WE CARE ABOUT

ENGAGEMENT?

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UNENGAGED MEMBERS ARE LIKE

NONMEMBERS

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Those who are not involved lie perilously close to

former members in their overarching assessments of the value they derive from

associations. If former members are thought of as being dead, the uninvolved

are close to comatose.

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WHAT CANENGAGEMENT PREDICT?

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Engagement predicts…

• Renewing their membership• Recommending membership• Purchasing products• Attending events• Volunteering time & energy• Contributing financially• and…

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WHAT IS ENGAGEMENT?

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David Gammel, CAE

The result of a member investing time and/or money

with the association in exchange for

value.

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HOW ISENGAGEMENT DETERMINED?

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HOW DO YOU KNOW

WHO’S ENGAGED?

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CAN ENGAGEMENT

BE QUANTIFIED?

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Interview

Nina Goldman, MBA• Director, CRM &

Marketing• American Council of

Engineering Companies

Thomas Nordby, CAE• AVP, Business

Operations• National Defense

Industrial Association

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ACEC Individual Actions

• Individual Membership (30 points)• Representative of Coalition Membership (not

tracked)• PAC Donation (10 points)• Bookstore Purchase (merchandise 2 points,

subscriptions 5 points, publications 3 points)• Event Registration (Convention 10 points, all others

8 points)• Committee Participation (Chair 15 points, all others

10 points)• Award Entry Primary Contact (5 points)• Speaker at an Event (Event 10 points, session 5

points)• Customer Inquiries (5 points)• Update of Profile Online (not tracked)

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ACEC Organization Actions

• Coalition Membership (30 points)• Regular Membership (30 points)• PAC Donation (10 points)• Bookstore Purchase (merchandise 2 points,

subscriptions 5 points, publications 3 points)• Award Candidate (15 points)• Customer Inquiries (5 points)• Exhibit Booth Purchase (20 points)• Advertisement (15 points)• Online “Certification” (not tracked)• Any Update of the Organization’s Profile Online (not

tracked)

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NDIA Predictive Analysis• Used MS SQL Analysis Services• Evaluated different data mining models:

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NDIA Predictive Analysis• Chose ‘MS Clustering Algorithm model’ for Termination

Probability

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NDIA Predictive Analysis• Chose ‘MS Neural Network Algorithm’ for Join

Probability

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