December 14, 2016
How do you know when you have enough data on membership to make a decision?
Does data imperfection stop you from reaching out for more members, better renewal programs, more effective engagement communications, and even from spending budget on a new member drive? Instead, do you put that budget and staff energy into getting perfect data to drive your decisions?
We market membership in a world that has convinced us that perfect data is achievable. But even with “supertools” like data warehousing, big data, data analytics, Association Management Systems, CRM, dashboards, and more, data perfection always seems just out of reach. In more than a few client engagements, I have watched tests, campaigns, and full-year programs get tabled because the data was not flawless.
At MGI, we take a different approach to data. Instead of perfect or imperfect, we try to focus our own and our clients’ decisions on sufficient or insufficient data.