I’ve been asked many times in the past some version of this question: “We track ‘areas of interest’ on our members and customers. How do we keep this data up to date?” My answer: This is a universal challenge, and alas, there are no easy answers. There are two big challenges with collecting and managing this type […]
I don’t recall where I first heard the term, but I’ve been using the concept of “implied interest” since back in my days as a marketing director for a small association. Put simply, implied interest is inferring interest about an individual based on their behavior with the association. For example, if an individual attends an
Many of my clients track “areas of interest” within their database (maybe you do, too). These are typically checkboxes of dropdown menus that the customer can use to select the different topics or issues that are of interest to them. Associations typically use this for marketing and communications purposes, and may also use them for identifying volunteers
I’ve posted two new articles to my site. Click the link on each to read the article. What Causes Project Overruns Expressed Interest vs. Implied Interest
Download one of my White Papers Trochlil’s 7 Technology Principles Click Here What the California Gold Rush Can Teach you About Your Data Click Here Understanding Millenials and Technology Click Here The Three Primary Data Management Systems Within Associations and How They Are Related Click Here Nine Keys to Long Term Success of Your Association
“One of the problems we have is that we’re marketing too much. We’re sending too many emails to our members.” So said the executive director I was working with on a new database implementation. “Well, no, you’re not marketing too much,” I replied, “you’re marketing wrong. And the reason you’re marketing wrong is because you’re
You’re not marketing too much, you’re marketing wrong! Read More »
Over the course of the past 16 years of consulting, I’ve had the opportunity to work with hundreds of associations, ranging in size from zero staff (all volunteer) to over 700. Clients and colleagues often ask me what the trends are in associations these days, especially as they relate to data management. Here are the