It’s easy to collect; it’s harder to manage

It's easy to collect; it's harder to manage

The beauty of today's highly configurable AMS products is that they make it very easy to collect and store data. But configuring the system is actually the easy part. The "hard" part is ensuring there is a process in place to collect and manage the data and that this process is executed consistently over time.

My experience with my clients is that very often good ideas are initiated but long-term follow-through is missing. For example, I once worked with a client who had about a dozen different demographic fields in their system with data that wasn't really being populated or used. When I asked why, the answer (three separate times) was a variation of "We had a marketing director who wanted to collect that data, and when she left, we stopped collecting it." (This was three different marketing directors!)

It's very easy to set up the system to gather data, and often it's even relatively easy to initially populate that data (e.g., use a survey to collect a member's area of expertise). But that data needs to be managed over time or it quickly loses its value. That's where the challenge lies.

So if you're tempted to start collecting some new data points, make sure you have a plan for not only collecting and storing that data, but managing that data for years to come.

Wes's Wednesday Wisdom Archives

Data is for action

June 22, 2022

Data is for action When deciding whether or not to collect a piece of data, …

Data is for action Read More »

Have you shopped yourself?

June 15, 2022

Have you shopped yourself? I’ve always been fascinated by the “secret shopper” concept. (Maybe it’s …

Have you shopped yourself? Read More »

To improve adoption, decrease the friction

June 1, 2022

To improve adoption, decrease the friction “Before you try to increase your willpower, try to …

To improve adoption, decrease the friction Read More »

“Is this normal?”

May 25, 2022

“Is this normal?” ne of the greatest parts about my job is that I get …

“Is this normal?” Read More »

Give your staff more freedom, not less

May 18, 2022

Give your staff more freedom, not less I often tell my clients, when it comes …

Give your staff more freedom, not less Read More »

My advice? Stop doing that

May 11, 2022

My advice? Stop doing that! There is a classic TV sketch featuring Bob Newhart as …

My advice? Stop doing that Read More »

Is a college degree really required?

May 4, 2022

Is a college degree really required? I saw a job listing last week for an …

Is a college degree really required? Read More »

Small actions become big wins

April 27, 2022

Small actions become big wins I’ve written before about how data accretes, the idea that …

Small actions become big wins Read More »

Try not to OFFEND your members…

April 20, 2022

Try not to OFFEND your members… I recently received an email from an association where I’ve …

Try not to OFFEND your members… Read More »

How will you use that data?

April 6, 2022

How will you use that data? One of the beauties of technology today is how easy …

How will you use that data? Read More »

Scroll to Top