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As membership organizations, associations know better than anyone how important the member experience is. A good member experience can support career-long retention, increased engagement, and growth. If your members are happy, your organization will thrive.

What does member engagement mean in your organization?

Member Engagement is a vital component of your association’s success metric because it demonstrates how well you are catering to the needs and wants of your members. But there are so many different kinds of associations and so many different kinds of member engagement, so finding the best kind for your association is important. Also, it is always a good idea to figure out how best to implement member engagement scoring and reward systems for your most engaged members.

One of the easiest ways to score member engagement is through email marketing, but that doesn’t necessarily provide you with the most accurate or in-depth information. We advise you to take the time to think about your association and what your priorities are. Are you a trade or professional association? Are your members individuals or organizations? What are the goals of your association? Once you have those answers in mind, you can start to think of the best ways to encourage, track, and reward member engagement.

If your association serves individuals who need to get recertified periodically throughout their careers, a fantastic way to encourage engagement and even generate some revenue, is by offering classes and seminars for their certifications. Webinars are also a good way to offer educational content virtually, and to reward membership participation might be to offer bundles or discounts on future classes or webinars.

If your association’s priority is litigation and lobbying, some of the best and most useful forms of member engagement is by having them volunteer, either by calling or sending emails to legislators, or by going in person to Capitol Hill to meet those legislators and deliver your association’s perspectives on whatever legislation is either getting passed, or in the process of being proposed. This would be a form of member engagement that would generate a very high member engagement score, so it would behoove your organization to reward your member for their time, to encourage them to keep helping out, maybe by giving them a seat in an association member committee or by inviting them to future events as a VIP.

If your association likes doing things in a fun way that builds community, you could turn your member engagement scoring into a sort of competition, giving your members the option to publicly display their member engagement scores and seeing who has the highest score, rewarding the top three scores with a prize. The scoreboard could be displayed at a conference, with ways to gain more points throughout the event, culminating in a winner being announced at the end of the event. Friendly competition can be particularly effective when encouraging engagement.

Think on what your association’s highest priority is and then use that to figure out the most effective means of encouraging and measuring member engagement. And reward your members too! Making things valuable and fun for your members is the best way to get them engaged and interested in the goings-on of your association and will positively effect everything from member retention to revenue generation.

#member engagement

How to Increase Member Engagement Each and Every Day

Member Engagement in 2021 is all about personalization at scale – understanding the individual interests of members and communicating with them about those things. What’s required to do this and to know if you’re doing it well is Member Engagement Scoring – a system for identifying what each individual member seems interested in and keeping track of the extent to which each member is involved in your association as a whole.

Member Engagement Scoring is a concept that most association professionals are familiar with and many associations have undertaken to some extent – but less well known is the fact that most engagement scoring initiatives capture less than half of the available information that members are sharing about their interests. At the typical association, member engagement scoring is based on the association management system (AMS) or customer relationship management (CRM) system – this is logical and a reasonable first step, but is at the same time deeply limited – incomplete. A 2019 member-industry study showed that at the average association, only 20% of all member data was actually stored in the AMS/CRM. The other 80% of member interactions were captured digitally but remained siloed in other data repositories – the association’s systems for email/marketing automation, events, learning/certification, advocacy, the online community, and more.

For efficient and effective personalization at scale, what’s needed is a way to bring all of that member data together in one place and use it to identify small groups of like individuals within the overall membership – some call these membership clusters. Understanding as much as possible about membership clusters allows your organization to create and distribute content that resonates with these clusters.

Systems exist today that support gaining an understanding of the clusters that exist today, as well as the fact that these clusters evolve continually and impact a wide range of departments and initiatives in the association – member interest clusters directly impact new member acquisition, membership retention, conferences/events, learning/certification, advocacy and more! Most associations benefit enormously from giving leadership and staff in most departments and at most levels the ability to monitor member interests as well as to browse and explore on their own. Arming your teams with the ability to spot emerging trends and topics as they sip morning coffee is empowering, encourages innovative thinking, promotes a member-first mentality and serves as an early-warning system for developments that could impact your organization and/or its goals both positively and negatively.

Think of foundational types of data that can be combined, such as layering membership data such as tenure and membership type on top of email marketing click-through metrics, event registration and attendance data (including, with today’s virtual events, the knowledge of which sessions each individual event attendee took part in), conversation in your online community, purchases from your bookstore, emails written to lawmakers on behalf of your organization, and more – and then think about more nuanced data that is particularly meaningful. Explore data analytics for impactful member engagement scoring that provides insights into your members and their interests every single day.

#Member Engagement

How to Track Member engagement

Measuring member engagement is one of the best ways to ensure your organization is running smoothly and providing value to your members. There are many ways to measure member engagement, both in terms of numeral and semantic analysis. When measuring engagement, an organization can use email tracking software, activity tracking, and surveys. And once you have tracked the engagement, you can start to assign member engagement scores to each member, rewarding those with the highest scores and tailoring marketing campaigns to those with the lowest scores.

Email marketing is a fantastic way to measure member engagement because of the ability to track the ways in which the recipients interact with the email. Track who opens the emails and who clicks through the links you sent to measure how engaged those members are with different content. This allows you to also see which emails are most successful in encouraging engagement. Maybe there is a pattern to which emails are working and which aren’t – this knowledge will help you plan your email marketing in the future, ensuring more success with directing members to your website.

Activity tracking is the next step up as it identifies your most engaged members. A member who watches webinars, attends in-person events, or takes certification classes should get a much higher member engagement score than a person who simply opens emails. Tracking this helps you discern which programs and events are most popular and in-demand with your members. Because these programs are a great source for revenue generation, deciding which ones will be most successful is very important.

A third way to track member engagement is through surveys. Not only can you track the clicks through email tracking, but you can also track who actually put in the time to fill out the survey, particularly if there are any sections where the participant would type out answers rather than just multiple choice. This could then also be used for semantic analysis, if desired. This would give the organization the opportunity to track positive and negative words used in written responses to gauge member satisfaction.

All of these options are great for tracking member engagement and assigning member engagement scores to each member to determine which members are the most engaged. Using these techniques, you can determine which marketing strategies are most successful and which programs are most popular so you can continue doing what works best for your organization.

visit us @ https://nucleusanalytics.com/product/member-engagement/

#Member engagement

how people participate in those virtual events

The world looks different right now because of the novel coronavirus, so association events are going to have to look a little bit different too. Virtual events have taken the place of most association conferences and meetings to ensure the event takes place in the safest way possible. But virtual events can be difficult to host, market, and profitize when you don’t have all the answers surrounding how people attend these events and why. Data surrounding event timing, length, participation, and pricing is necessary for hosting the most successful virtual event possible. Recently, the team at Gravitate Solutions posted an infographic highlighting some particularly useful metrics about virtual events and how people participate in those virtual events.

The cost of a virtual event is a good place to start. Charging for a virtual event is different from charging for an in person one because there is no opportunity to network when hosting virtually. This reduces the value of the event to your members, so you must reflect that in your pricing accordingly. 80% of all virtual event registrations in 2020 have been free, and for those events that were not free, 39% cost somewhat less than its comparable in-person event. It was also reported that there was significantly less revenue from sponsors and exhibitors, with 44% of events having neither, and only 20% having both.

Event engagement is also an important metric to discuss when assessing the success of a virtual conference. The most popular time and day to host a virtual event has been reported to be on Wednesdays at 12 pm and the best day to send promotional emails is on Tuesday and 62% of event marketers prefer single day events, which seem more manageable to an attendee than a three or four day conference.. It was reported that, on average, 47% of event registrants attend live virtual conferences and the average view time of a live virtual conference was two hours and ten minutes. To keep those attendees interested, interactivity is a good idea. On average, 58% of virtual events this year included some form of interactivity, such as asking and answering questions in a chat, discussion boards, and a virtual exhibit hall.

Switching to a virtual event is difficult because this is new territory for many associations. But this could also be good for the future of associations events as it makes it more accessible to people all over the world, it supports and overall goal of delivering more services online, and it helps to display an embrace of cutting-edge approaches to serving members. This is unlikely the end of in-person events, but it is an exciting beginning for virtual ones.

more details @ https://nucleusanalytics.com/about-2/

#virtual events

Nucleus is the first data aggregation and analysis platform built specifically for associations that connects and aggregates data from disparate sources, empowering data-driven decision-making through visualization and analysis. Learn more on our Membership page.

Business Intelligence, or BI refers to technologies and software

Business Intelligence, or BI refers to technologies and software used for the purpose of collecting, integrating, and analyzing business information and data to help and organization make data-driven decisions. Listed are 5 ways BI can help an Association.

BI systems provide historical, current, and predictive views of an association’s operations so it is particularly helpful for looking at what choices were made about marketing, web design, or products and services and discovering what the positive or negative outcomes were from those choices, allowing the association to change the way they make future decisions. First and foremost, BI makes data driven decisions more accessible.

When an association uses BI to make data driven decisions, its operations can change drastically. Email marketing is one of these operations that will change a lot when you start to make BI supported decisions as all of the data you collect will tell you what is and isn’t working with the campaign and will direct you on how to fix it. Does one marketing strategy work better for one age or location demographic than another? If yes, you can then use data from a BI system like Nucleus to tailor different campaigns for different demographics.

A BI is also incredibly helpful because it is a system that blends data from multiple different sources to give the association the most complete understanding of their data and how to effectively utilize it to make decisions. An association might use Google Analytics to track their web traffic. But that information by itself isn’t necessarily going to help an association understand who is coming to their website and why. When combined in a data analytics tool with the association’s AMS (Association Management System) which has member data, the association can see which members are visiting the site, where they are spending the most time, and what got them to go to the website.

Another time when BI is integral to operations is when an association decides to conduct Member Engagement Scoring to discern what the needs and wants of their members are. For this, an association needs to aggregate data from a web traffic tool, an email marketing tool, events management, and sales to properly determine the engagement score for a member. You need to see if she or he spends time on the website, in the community, participating at events, or responding to emails to score her or him. BI systems like Nucleus are required to blend this data together.

Finally, BI systems like Nucleus not only aggregate the data, but blend it and display it in stunning visualizations that are accessible, understandable, and actionable for ever member of the team, from the most junior membership coordinator to the most senior executive. It makes the information accessible to everyone so that everyone is working with the same information and making data driven decisions.

More Details @ https://nucleusanalytics.com/about-2/

#nucleus

Business Intelligence, or BI refers to technologies and software

Business Intelligence, or BI refers to technologies and software used for the purpose of collecting, integrating, and analyzing business information and data to help and organization make data-driven decisions. Listed are 5 ways BI can help an Association.

BI systems provide historical, current, and predictive views of an association’s operations so it is particularly helpful for looking at what choices were made about marketing, web design, or products and services and discovering what the positive or negative outcomes were from those choices, allowing the association to change the way they make future decisions. First and foremost, BI makes data driven decisions more accessible.

When an association uses BI to make data driven decisions, its operations can change drastically. Email marketing is one of these operations that will change a lot when you start to make BI supported decisions as all of the data you collect will tell you what is and isn’t working with the campaign and will direct you on how to fix it. Does one marketing strategy work better for one age or location demographic than another? If yes, you can then use data from a BI system like Nucleus to tailor different campaigns for different demographics.

A BI is also incredibly helpful because it is a system that blends data from multiple different sources to give the association the most complete understanding of their data and how to effectively utilize it to make decisions. An association might use Google Analytics to track their web traffic. But that information by itself isn’t necessarily going to help an association understand who is coming to their website and why. When combined in a data analytics tool with the association’s AMS (Association Management System) which has member data, the association can see which members are visiting the site, where they are spending the most time, and what got them to go to the website.

Another time when BI is integral to operations is when an association decides to conduct Member Engagement Scoring to discern what the needs and wants of their members are. For this, an association needs to aggregate data from a web traffic tool, an email marketing tool, events management, and sales to properly determine the engagement score for a member. You need to see if she or he spends time on the website, in the community, participating at events, or responding to emails to score her or him. BI systems like Nucleus are required to blend this data together.

Finally, BI systems like Nucleus not only aggregate the data, but blend it and display it in stunning visualizations that are accessible, understandable, and actionable for ever member of the team, from the most junior membership coordinator to the most senior executive. It makes the information accessible to everyone so that everyone is working with the same information and making data driven decisions.

visit @ https://nucleusanalytics.com/association-analytics-success-kit/

Data literacy and democratization are important to association analytics - this article describes benefits of empowering all staff with access to data.

Nucleus is the first data aggregation and analysis platform built specifically for associations that connects and aggregates data from disparate sources, empowering data-driven decision-making through visualization and analysis. Learn more on our Services page.

How do you use foreign key reference in associated data analytics?

A foreign key is a column or group of columns in a relational database table that provides a link between data in two tables. It acts as a cross-reference between tables because it references the primary key of another table, thereby establishing a link between them. An example of this for analytics for associations is one table might have the names and email addresses of your members and then another table lists their member type, with a corresponding primary key, such as an identifying number. The foreign key would come into play in the first table with the names and email addresses of the members as the identifying number of the member types from the second table. This eliminates the need for repetition in the first table (i.e repeating the member type information) and allows each component of information to be stored only once.

While “normalized data”, or data that is split up into multiple data tables using foreign keys to prevent the repetition of data, is useful for data management and transactional processing systems, it isn’t the recommended storage structure for the data warehouse, or the more modern version, the data lake. Denormalized data, or “flat” data is when you put all of those split up data tables back together to make one big data set that includes the repeating information. With a data lake, you can import the raw normalized data into the data lake and then use ETL to create the new denomoralized data sets, which are very efficient for reporting and displaying on dashboards. With the data lake, you can easily put together visualizations for your association analytics and member engagement scoring from that denormalized data, without the need for a foreign key.

more details @ https://nucleusanalytics.com/about-2/

#associated data

5 Ways Data Analytics Can Help Your Business

Data analytics for associations is absolutely key to running a successful association that provides quality services to its members. Data analytics can support your marketing campaigns, your conference numbers, you member engagement scoring, the services you offer your members, and member retention.

When you know more about your members, you have a better chance of marketing to them in a successful and engaging way. Disparate age groups and locations might react differently to many kinds of marketing campaigns, whether that’s because of different humor styles or cultural touchstones. This allows you to tailor your marketing campaigns to your separate groups of members based on any of the categorical data you retrieve about them. A state-of-the-art data association analytics platform like Nucleus is the perfect tool for collecting this data and putting it all in one place so you can use it to make your marketing campaigns as tailored to your members as possible, encouraging more member engagement.

Member engagement scoring is another major way in which Nucleus and data analytics can support your association. Encouraging your members to engage closely with your organization is key for member retention and member satisfaction. If you are scoring your member engagement, you can see what your members care about most, so you can continue to offer similar services. You can also use member engagement scoring to recognize and reward those members who actively participate regularly to encourage more members to do the same.

Conference numbers are important, as it provides the necessary revenue for you to support your association and continue to provide your members with the services they need. Using data analytics through Nucleus, you can easily track your numbers and see how they correlate to different categorized aspects of your members, such as age, gender, or location, so you can continue to target your marketing to those who have yet to sign up.

The member engagement scores as well as other data collected by Nucleus will also help you choose what services to provide your members and how best to provide it. You will see who is interacting with what and adjust your offerings accordingly. When making data-driven decisions, you are more likely to accurately predict what your members will engage with and what they will get value from, increasing your chances of member retention and revenue generation.

As previously stated, data analytics and Nucleus will be hugely beneficial to your member retention, as well. Using member engagement scoring you will be able to continue to provide your members with the information, support, and services that they require. Your knowledge of your members will also help you to make them feel valued, appreciated, and understood, which will benefit the association-member relationship.

Data-driven decisions will always benefit your association, as they assist you in making accurate predictions of what your members want and need out of your organization. The state-of-the-art analytics for associations platform, Nucleus, makes your data accessible and easy to understand, increasing its value to you and your members.

#Member engagement

Association Analytics for Senior Association Marketers

We have two authors today, today the first is Rob Miller, CAE, who many of you know both as a senior association executive until just recently at a trade association as well as president and co-founder of Avectra, the company that invented the modern web-based AMS with the launch of NetForum. Rob is joined by Shane, director of member services at a trade association. Shane and Rob worked together to conceptualize and implement member engagement scoring and both will be sharing their real-world experiences with analytics for associations.

Nucleus puts the power of all your data at your fingertips, the solution is fully responsive which means you can run association analytics on your phone, tablet or PC and is designed to be used by everyone on your staff from your most junior coordinator to your CEO – as well as senior association marketers.

As the director of member services at a trade association with hospital members, we have a staff of about 25 and we conduct two annual conferences per year, one here in DC and one on the west coast.

We get to engage with many of our members at the conferences and our CEO has made it a priority for us and challenged us to increase member engagement and conference attendance and of course the final challenge (we are by definition an advocacy organization) so our team is always looking to build and improve relationships with not only our members but potential number hospitals as well.

We are fortunate enough to have begun a partnership with Gravitate 18 months ago and they introduced us to their Nucleus association analytics software – we found the team at Gravitate was great to work with, they always came prepared they really did their homework – true analytics for associations professionals.

We use Higher Logic, Informz, and iMIS as our other systems, and Gravitate helped us devise a way to track member engagement – we knew that we had to do a better job of tracking and collecting our data but until we began our relationship with Gravitate we didn't really have a system of tracking member engagement- in fact most of the data itself was at best dumped in an Excel file somewhere and never really looked at again.

Next, in terms of gathering member engagement activity we have data coming from a number of different sources but no real way to collect it, let alone get a sense of what it means and how we can take action on it and Nucleus really helped us blend all that information and create a single association analytics data source that made it possible to understand our members and ultimately act upon all that good info.

It really needed to be easy for everyone to use, not just for me and my membership coordinator, but it had to be a product and a solution that made sense and was intuitive from the coordinator level all the way up to the CEO and everyone in between. Nucleus association analytics proved to do t

I thought the dashboards were are really easy to use and pretty intuitive, member engagement scoring captures member behavior which kind of takes us to a whole new level of understanding our members and ultimately how to best reach them and then to market to them and the results have been really good for us. As an Association Marketer, I personally have really enjoyed working with this data analytics for associations product and my coordinator absolutely loves it, she says it’s so intuitive and she can find answers to her to her questions simply and easily.

Low Engagement - I can easily find members of low engagement - I think a lot of us know that low engaged members are unfortunately the most likely to drop their membership so I'm able to find these folks are not very highly engaged then I pursue them whether with a call or an email and I engage them and make sure that they are educated on their tools and resources available.

High Engagement – I find members with high engagement so these because if a

potential members open an email or attends an event here or there they're probably a little bit more

likely to ultimately join our association which it which is wonderful and it's also a nice place to find individuals with high engagement who don't attend our conference because they're a perfect candidate to attend a conference because they're engaged in other ways. My CEO really loves that it's an easy tool to identify and evaluate board nominees based on composite Member Engagement scores – we looked at those and it became the first step we took in kind of understanding who might be the best option to become a member of our board.

In conclusion, Nucleus is our favorite association analytics product and is ideal for member engagement scoring. Data Analytics for associations is very powerful and we are going to continue using it to better understand member engagement.

#Association Analytics #nucleusanalytics

Big Data Associations tool provide the insights in the form of member engagement scoring which helps theorganization in taking decision.

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