“Infobesity” is a term used to describe the modern dilemma of too much data. As an association professional, you probably know that dilemma well – you understand the importance of data analysis, but you feel overwhelmed with all those facts and figures.
Sound familiar? If so, don’t beat yourself up. You can’t possibly monitor and analyze everything about your organization – you’re only human! That being said, you can prioritize your research efforts to draw better insights and overall conclusions.
To make the most out of your data analysis time, we recommend paying attention to the following three metrics:
Email open rates
Email marketing is a great way to engage your current and potential members. That being said, it only works if people actually open the messages you send. If you really want to drive member engagement and awareness, open rates should be at the top of your data analysis list.
A good email open rate is about 20 percent – a great one is anything above that. If your open rate is less than you’d like, try experimenting with different subject lines or distribution times to see what tactics work best.
Events are likely a large part of your organization’s key offerings, so it’s important that people actually attend them. Don’t just host an event and call it a day. Look at the metrics associated with it. Did more people attend this event than your others? Did it attract a new group of attendees? If it attracted a new crowd, perhaps it’s worth trying again.
But don’t stop there! Keep diving into your organization’s event metrics. If your event contained breakout sessions, what sessions where the most popular? Did people gravitate towards a certain speaker? These are also important metrics to keep track of when tackling your organization’s big data.
Since membership renewals are the key to an organization’s success, wouldn’t it be nice to know where your members are renewing the most? Are they renewing on a specific page of your website? Through a reminder email you sent out? Or perhaps in conjunction with an event registration? Whatever seems to be working, begin focusing your efforts there.
If you’re having trouble monitoring or keeping up with any of the metrics listed above, perhaps an association management system is right for you. An AMS is a technology solution that helps you manage your association’s membership using one integrated system. Best of all, it has a built-in database to help you keep track of all these key metrics – and more!
For more information about what an AMS actually does, download our free guide below!