‘Data-driven Marketing’ Archives

Put Your Data to Work! – 52 Tips and Techniques

If you don't own it, you should! Buy it in e-book or printed form. Click here to learn more about the ...

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 ...

Measuring Member Engagement – The AMS Vendors Are Starting to Get It

In a few weeks I'll be speaking at ASAE's Marketing, Membership & Communications Conference. My session will be on leveraging your organization's AMS to improve marketing and communications efforts. One of the points I'm going to touch on is the need for associations to measure member ...

Seek Dividends, Not Just Insurance

One of the primary services I provide to my clients is helping them select and implement new association management software. Because there are so many choices available (here's a list that I follow), my clients use me as an insurance policy, to make sure they make a choice that's right for their ...

Managing Opt Outs

I've written several times before about managing email opt-outs (Here's a short list). One issue that I continue to encounter with my clients is that the management of opt-outs tends to be too broad. That is, the opt-out is all or nothing; say yes and I'll send everything, say no and you'll receive ...

Are you making it easy to give (or buy)?

I received, in the mail this weekend, a letter from the ASAE Foundation, asking me for a donation. Having been a volunteer for ASAE for over 15 years, this letter has some appeal to me. (Kudos to ASAE for opening the letter with "As a volunteer..." Proof that someone there knows me!) As I set ...

Marketing is…

"Marketing is anything that helps or hinders sales or use of products and services." These words are from Terri Langhans, whom I heard speak at an ASAE conference a while back. This is her definition of what "marketing" is, and I think it's dead on. Marketing is not a function limited to the ...

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 ...

Discipline

Perhaps it goes without saying, but I'll say it anyway: long-term success with your database requires good discipline. When I say discipline, I mean being disciplined about how we collect data, how we manage the data, and how we use the data. Discipline includes things like documented business ...

Bad Data Destroys Value

I recently had the opportunity to sit in on a CRM session presented by Paul K. Ward. One of the points Paul made about data management is that bad data destroys value. That is, bad data doesn't just annoy your customers, it actually causes damage to any relationship you may have built.Consider ...