In a recent study conducted in partnership with Association Analytics (A2), we dove into the question: How can associations increase their impact with data and analytics? What we found from the approximately 180 associations that participated were common challenges and misconceptions about data and analytics. We also uncovered tactics in the following areas that accelerate an association’s data journey.
Trends from COVID-19
How can data and analytics continue to help associations respond to the COVIID-19 crisis and adapt for the challenges and opportunities ahead? In addition to the themes highlighted above, we reviewed a few key crisis-specific trends:
Supporting your strategy through data
We know that aligning strategy and data is a major area of opportunity for associations. Lack of organizational data strategy was cited by survey respondents as their top data and analytics related challenge:
Responses from the question: “How accurately do the following statements describe your organization’s data culture today?” (N=186)
Operationalizing data and analytics
How can an association shift its culture, infrastructure and processes to ensure a more mature, enterprise-wide approach to data and analytics? It is clear that staff and leadership are aware of the importance of data, but they often struggle with challenges around execution and implementation.
Why? Because the transformation to a data-driven culture is not a technology initiative as much as it is a change management initiative. To begin to shift your organization’s data functions and processes, a few best practices should be considered.
Building Data-Driven Member and Customer Experiences
While the data and tools available to help associations strengthen their most valuable commodity – their member and customer experiences – are extensive, they are often underutilized. As technology becomes more accessible and data takes new shape, consider the following:
As the association community adapts to new challenges, enterprise-wide data and analytics will be crucial in helping organizations make more informed decisions. To understand how your organization compares, access more trends and case studies, and gain a preview of what lies ahead, download the full report.