Data segmentation: Make your member data work for you
Tuesday, 8 September 2015 from 09:30 to 11:30 (BST)
Engaging your members through intelligent use of your data is certainly possible but not always obvious. This course is focused on how you can make the most of the data you have, with techniques you can adopt to really utillise information on your members.
You will Learn
- What segmentation is, why organisations undertake it and how it should be applied
- How to assess the sources of their data for maximum effectiveness
- How to construct some basic but powerful models that can be applied in their organisations
- Methods of profiling and clustering
Michael will taking you through exercises which can then be applied in your organisation, ultimately providing you with the skills required to be able to provide your members and non-members with a sharper journey.
Approximately 70% of this session will be instruction, and 30% discussion, interaction and group work.
Michael Collins is a specialist in data strategy and the use of marketing databases and CRM. He is a Chartered Marketer and a Fellow of the Institute of Direct and Digital Marketing with more than 30 years’ experience in providing direction on customer insight and building customer relationships to clients in most sectors including membership organisations and charities.
Michael's scores at workhops at our conferences and forums is one of the highest.
The Association of Association Executives
The Association of Association Executives is a community of over 15,000 association executives in Europe, UK, and worlwide. It offers employees of professional, scientific, medical and business associations, societies, federations and other membership organisations: education, events, exchange of ideas and best practice, providing business-critical information, research, reports and directories.