In the December issue of Database Trends and Applications (sorry, not online yet), DBTA outlines the “15 Top Information Management Trends for 2009.” Two of the trends caught my eye, as I believe they will apply especially to the association market.

Trend number 6: Greater Push for Business Intelligence and Performance Management – I’m seeing a lot more interest in this from associations, which is reflected in the number of speaking engagements I’ve had (and have) on the topic. (See here for a listing.) As the economy continues to stumble along, taking advantage of the data you already have on your members and customers becomes increasingly important. What are you and your organization doing to leverage that?

Trend number 13: The rise of Data “Visualization” – This is related to business intelligence, in that it is a way of visually seeing all of the data you have and noticing what trends “pop out.” As with BI above, chances are good you’re sitting on a goldmine of data about your members and customers, and it’s up to you to determine how to put that to its best use.

In these tough times, the smart associations are going to improve their success by expanding markets within that segment of their membership and customer base that they already know about. They’ll do this through smarter marketing and more effective communication, by using the data they already have in a much more intelligent manner.