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ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?
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ASAE Annual 2012: Playing the Numbers: What does member engagement scoring really tell us?

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  • 1. Playing the Numbers: What Does ScoringMember Engagement Really Tell Us? Tuesday, August 14 9 a.m. Hub Tag: #ASAE12 LG9
  • 2. Content LeadersNina Goldman, MBADirector, CRM & MarketingAmerican Council of Engineering Companies #asae12 LG9 @bkmcae Ben Martin, CAE Product & Community Manager AvectraThomas Nordby, CAEAVP, Business OperationsNational Defense Industrial Association
  • 3. #asae12 LG9 @bkmcae
  • 4. #asae12 LG9 @bkmcae
  • 5. #asae12 LG9 @bkmcae
  • 6. Those who are not involved lie perilously close to former members in their overarching #asae12 LG9 @bkmcae assessments of the value they derive from associations. Ifformer members are thought of as being dead, the uninvolved are close to comatose.
  • 7. #asae12 LG9 @bkmcae
  • 8. Engagement predicts…• Renewing their membership• Recommending membership• Purchasing products #asae12 LG9 @bkmcae• Attending events• Volunteering time & energy• Contributing financially• and…
  • 9. #asae12 LG9 @bkmcae
  • 10. David Gammel, CAEThe result of a member investing time and/or #asae12 LG9 @bkmcae money with theassociation in exchange for value.
  • 11. #asae12 LG9 @bkmcae
  • 12. #asae12 LG9 @bkmcae
  • 13. #asae12 LG9 @bkmcae
  • 14. InterviewNina Goldman, MBA Thomas Nordby, CAE• Director, CRM & • AVP, Business Marketing Operations #asae12 LG9 @bkmcae• American Council of • National Defense Engineering Companies Industrial Association
  • 15. ACEC Individual Actions• Individual Membership (30 points)• Representative of Coalition Membership (not tracked)• PAC Donation (10 points)• Bookstore Purchase (merchandise 2 points, subscriptions 5 #asae12 LG9 @bkmcae 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)
  • 16. ACEC Organization Actions• Coalition Membership (30 points)• Regular Membership (30 points)• PAC Donation (10 points)• Bookstore Purchase (merchandise 2 points, subscriptions 5 #asae12 LG9 @bkmcae 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)
  • 17. NDIA Predictive Analysis• Used MS SQL Analysis Services• Evaluated different data mining models: #asae12 LG9 @bkmcae
  • 18. NDIA Predictive Analysis• Chose „MS Clustering Algorithm model‟ for Termination Probability #asae12 LG9 @bkmcae
  • 19. NDIA Predictive Analysis• Chose „MS Neural Network Algorithm‟ for Join Probability #asae12 LG9 @bkmcae