We live in a world of big data, where information is everywhere and can be used to attract attention, customers, clients and members. In this week’s RPOA weekly, we explore how associations can benefit from analytics by taking a look at member analytics, how to become an analytics expert and how qualitative research and analytics together can be an unbeatable team.
Data is everywhere, and associations can use member data to help them grow, improve their offerings and attract new members to their organizations. This article discusses how associations can gather and leverage member data, using member databases and analytics tools. It suggests several options for both, and finishes up by reminding readers that once they have the information, it’s their responsibility to act on it.
Exhibitions are a big industry, and many have jumped on the analytics bandwagon. This article presents the findings of two Center for Exhibition Industry Research reports that study analytics practices among exhibition organizations. It discusses the five major findings of the report, including that a majority of organizers are using analytics, that the amount of data doesn’t matter as much as the application of analytics procedures and techniques and that analytics are primarily used for attendee marketing and exhibitor sales efforts.
Adopting any new technology or process runs the risk of making mistakes along the way. This article presents ten of the most common analytics mistakes, including thinking that low numbers are always a bad thing, confusing correlation with causation, confusing visits with views, bucketing all your traffic together and choosing the wrong types of graphs to communicate your results. It concludes with the biggest mistake that marketers make, which is to not pull actionable takeaways from your data.
No one begins in a new field as an expert. It takes time and experience to develop expertise, and the speed of your development often depends on the resources you can tap to help you learn. This article helps to speed up the process by presenting the top five areas that you need to understand to become an analytics expert, and suggest resources that you can use to learn and practice. The five areas include search engine optimization, traffic, social media, blogging and lead conversion.
Analytics are a valuable tool to help you understand what is happening with your website, your social media, your events and more. However, what they don’t tell you is why these things are happening. This article makes the point that to get the information you really need, you can’t stop at analytics. It recommends adding qualitative research to your information-gathering arsenal, to give you the context that you can use to make improvements or change course. It suggests three approaches to qualitative research, including conducting usability testing, in-the-field casual interviews with users and gathering direct feedback. The article provides links to further resources to learn more about conducting qualitative research, and concludes with a case study from MailChimp to drive its point home.