Data Driven Decisions:
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Transcript of Data Driven Decisions:
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Data Driven Decisions:
Quality in a Voluntary World
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The Problem
Early Career: Join Association Late-Career: from staff Nurse to Administrator
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Good Business Intelligence depends on up-to-date data
ReliabilityViability
InnovativeNimble
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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
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Even Good Data….
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The Wrong Data….
Fired Robertson, then learned tweets not from core audience. NYT Feb. 2014
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The Right Data…..
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The Priorities
Membership Marketing Benchmarking Report, Marketing General Incorporated, Schonker, Wasserman, Rossell and Tranguch, 2013.
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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
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The DemographicsPrimary Work Setting - Acute Care Hospital, Rehabilitation CenterPrimary Responsibility - Administration, ClinicianPosition – Director, FacultySpecialty – Gynecology, PharmacySubspecialty– Geriatrics, HematologyHighest Degree Earned – MD, PhDCertifications – CRRN, CNRNCustom Field – Income, Hours per week in role
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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
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The TrendAssociation Forum of Chicagoland
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Board Source
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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
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The Technology
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The Technology
• Strategic Direction• Our Standards• The End Goal• The Intended User Experience• Should it be sellable?
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Strategic Direction
Projects should align with Strategic Direction
• Personify Partnership• DotNetNuke CMS Platform• C# Development Language
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Development Standards
• Personify .Net Control Like User Interface• Personify Database• Flexible Design• Client Configurability• User Friendly Interface
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Not What We Want
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The Direction
• List Demographics– Standard Questions– Client Specific Answers
• e-Business Workflows– Purchase– Join– Registration– Certification– My Account
• User Friendliness• Periodic Updates
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Workflow Control
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My Account Control
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Edit Control
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Testing was Critical
• IT Testing• Small Client Group Demos and Testing• Focused Client Testing• Post Launch Testing
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Why Test?
Good Data is Critical
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Post Launch Review
• Client Interviews and Feedback• Data Reviews– Examine the data– Be prepared to adjust
• Confirm the data is useful
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Client Feedback
• No constituent complaints• No constituent problems• Board finds the data
useful and informative• Developing Google
Analytics assessment to monitor transaction flow
Beta Client
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The Implications for Big Data
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Big Data
• Nebulous• Volume• Velocity• Variety• Big• Messy
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Big Data’s Key
Know what problem you want to solve
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Thank you!
Don BrownApplication Development [email protected]
Beth ZemachSenior Project [email protected]