Association executives should ask themselves three questions: which data are important to us, which data can we ignore, and which data will provide us with the knowledge we need to continue competing?
The amount of data to which we have access is increasing on a daily basis. And while choosing which data to track and which data to ignore is important, without the proper people, the correct processes and the right technology, managing that data effectively will become essentially impossible. Association professionals need to take the time to analyze where their associations’ weak spots are when it comes to people, process and technology, and address those weaknesses, if the associations are to remain relevant and vibrant.
This article originally appeared in the November 19, 2009, issue of Association Trends. Reprinted with permission.
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