Data-driven Marketing

Make sure it's actionable, not just interesting

Because data is so easy to collect and store these days, it’s very tempting to try to collect data about anything and everything on our members and customers. But before you decide to collect yet another piece of demographic data on your members, ask yourself this: “Is this data actionable, or just interesting?” Actionable data is

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The challenge for Business Development managers using an AMS

One of the most common gripes I hear when I talk with business development staff within associations is that they don’t have enough time to enter data, and therefore don’t use the database. I think there are several things going on here: The system they are using MIGHT BE cumbersome. They’ve never developed a good

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Shocker! Poor customer service drives customers away

Sometimes I read things that are so patently obvious, I wonder why they’re even news. Accenture has released a survey of 4,100 consumers that determined that “service — more than price — is a clear differentiator” for who customers choose to work with. I don’t know why this would be news to anyone, but apparently

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