Association professionals have so much on their plates today, including driving revenue, increasing engagement, and retaining members. How can you accomplish all of this with limited resources? By utilizing what you do have to work in your favor. One of the most powerful tools at your fingertips is your members’ behavioral data. By tracking what members do, rather than just who they are, you can anticipate their needs, personalize outreach, and boost retention.
What Counts as Behavioral Data?
Behavioral data includes email clicks, website visits, event attendance, and activity on the learning platform. Unlike demographic data, these signals reflect real-time intent. Even basic tracking can reveal who’s engaged, who’s drifting, and who's ready for more.
What to Look for and How to Get Started
You can start by identifying one or two behaviors that align with a current goal or program, such as email inactivity for member retention or content downloads for non-dues revenue. Use the tools you already have, like your AMS, email platform, or Google Analytics, to track these signals.
Look for patterns: Who’s constantly engaged? Who’s gone quiet? Who’s shown interest in a specific topic? These insights can guide your next campaign, call, or member benefit.
Three Quick Wins for Associations
You don’t need a data science team to get started using behavioral insights. With just a few simple tactics, you can turn everyday member activity into meaningful engagement.
Three Quick Behavioral Data Wins
Want more help with your member data? Reach out to the experts at MGI! Contact AJ Jankord, Business Development Representative at aj.jankord@marketinggeneral.com or 703-706-0344.