ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?
-
Upload
ben-martin -
Category
Business
-
view
425 -
download
3
description
Transcript of ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?
![Page 1: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/1.jpg)
Playing the Numbers: What Does Scoring
Member Engagement
Really Tell Us?Tuesday, August 14
9 a.m.Hub Tag: #ASAE12 LG9
![Page 2: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/2.jpg)
Content LeadersNina Goldman, MBADirector, CRM & MarketingAmerican Council of Engineering Companies
Ben Martin, CAEProduct & Community Manager
Avectra
Thomas Nordby, CAEAVP, Business OperationsNational Defense Industrial Association
#asa
e12 LG
9 @
bkm
cae
![Page 3: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/3.jpg)
WHY DO WE CARE ABOUT
ENGAGEMENT?
#asa
e12 LG
9 @
bkm
cae
![Page 4: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/4.jpg)
UNENGAGED MEMBERS ARE LIKE
NONMEMBERS
#asa
e12 LG
9 @
bkm
cae
![Page 5: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/5.jpg)
#asa
e12 LG
9 @
bkm
cae
![Page 6: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/6.jpg)
Those who are not involved lie perilously close to
former members in their overarching assessments of the value they derive from
associations. If former members are thought of as being dead, the uninvolved
are close to comatose.
#asa
e12 LG
9 @
bkm
cae
![Page 7: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/7.jpg)
WHAT CANENGAGEMENT PREDICT?
#asa
e12 LG
9 @
bkm
cae
![Page 8: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/8.jpg)
Engagement predicts…
• Renewing their membership• Recommending membership• Purchasing products• Attending events• Volunteering time & energy• Contributing financially• and…
#asa
e12 LG
9 @
bkm
cae
![Page 9: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/9.jpg)
WHAT IS ENGAGEMENT?
#asa
e12 LG
9 @
bkm
cae
![Page 10: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/10.jpg)
David Gammel, CAE
The result of a member investing time and/or money
with the association in exchange for
value.
#asa
e12 LG
9 @
bkm
cae
![Page 11: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/11.jpg)
HOW ISENGAGEMENT DETERMINED?
#asa
e12 LG
9 @
bkm
cae
![Page 12: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/12.jpg)
HOW DO YOU KNOW
WHO’S ENGAGED?
#asa
e12 LG
9 @
bkm
cae
![Page 13: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/13.jpg)
CAN ENGAGEMENT
BE QUANTIFIED?
#asa
e12 LG
9 @
bkm
cae
![Page 14: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/14.jpg)
Interview
Nina Goldman, MBA• Director, CRM &
Marketing• American Council of
Engineering Companies
Thomas Nordby, CAE• AVP, Business
Operations• National Defense
Industrial Association
#asa
e12 LG
9 @
bkm
cae
![Page 15: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/15.jpg)
ACEC Individual Actions
• Individual Membership (30 points)• Representative of Coalition Membership (not
tracked)• PAC Donation (10 points)• Bookstore Purchase (merchandise 2 points,
subscriptions 5 points, publications 3 points)• Event Registration (Convention 10 points, all others
8 points)• Committee Participation (Chair 15 points, all others
10 points)• Award Entry Primary Contact (5 points)• Speaker at an Event (Event 10 points, session 5
points)• Customer Inquiries (5 points)• Update of Profile Online (not tracked)
#asa
e12 LG
9 @
bkm
cae
![Page 16: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/16.jpg)
ACEC Organization Actions
• Coalition Membership (30 points)• Regular Membership (30 points)• PAC Donation (10 points)• Bookstore Purchase (merchandise 2 points,
subscriptions 5 points, publications 3 points)• Award Candidate (15 points)• Customer Inquiries (5 points)• Exhibit Booth Purchase (20 points)• Advertisement (15 points)• Online “Certification” (not tracked)• Any Update of the Organization’s Profile Online (not
tracked)
#asa
e12 LG
9 @
bkm
cae
![Page 17: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/17.jpg)
NDIA Predictive Analysis• Used MS SQL Analysis Services• Evaluated different data mining models:
#asa
e12 LG
9 @
bkm
cae
![Page 18: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/18.jpg)
NDIA Predictive Analysis• Chose ‘MS Clustering Algorithm model’ for Termination
Probability
#asa
e12 LG
9 @
bkm
cae
![Page 19: ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?](https://reader033.fdocuments.net/reader033/viewer/2022061208/5486d35db4af9f11508b458f/html5/thumbnails/19.jpg)
NDIA Predictive Analysis• Chose ‘MS Neural Network Algorithm’ for Join
Probability
#asa
e12 LG
9 @
bkm
cae