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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?

  1. 1. Playing the Numbers: What Does ScoringMember Engagement Really Tell Us? Tuesday, August 14 9 a.m. Hub Tag: #ASAE12 LG9
  2. 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. 3. #asae12 LG9 @bkmcae
  4. 4. #asae12 LG9 @bkmcae
  5. 5. #asae12 LG9 @bkmcae
  6. 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. 7. #asae12 LG9 @bkmcae
  8. 8. Engagement predicts…• Renewing their membership• Recommending membership• Purchasing products #asae12 LG9 @bkmcae• Attending events• Volunteering time & energy• Contributing financially• and…
  9. 9. #asae12 LG9 @bkmcae
  10. 10. David Gammel, CAEThe result of a member investing time and/or #asae12 LG9 @bkmcae money with theassociation in exchange for value.
  11. 11. #asae12 LG9 @bkmcae
  12. 12. #asae12 LG9 @bkmcae
  13. 13. #asae12 LG9 @bkmcae
  14. 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. 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. 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. 17. NDIA Predictive Analysis• Used MS SQL Analysis Services• Evaluated different data mining models: #asae12 LG9 @bkmcae
  18. 18. NDIA Predictive Analysis• Chose „MS Clustering Algorithm model‟ for Termination Probability #asae12 LG9 @bkmcae
  19. 19. NDIA Predictive Analysis• Chose „MS Neural Network Algorithm‟ for Join Probability #asae12 LG9 @bkmcae

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