Operating in a data-driven market, associations which embrace a data-centric culture and make data-based decisions are more likely to acquire new members, retain their membership and achieve financial objectives. If the term ‘Big Data’ comes to mind when thinking about a data-centric approach, then you are on the right track.
Big Data holds big promises, including emerging areas like artificial intelligence, blockchain, machine learning, etc., but not all associations feel ready for that leap into the future. However, this does not mean you can’t put your data into good use by focusing on small data projects. Although it is tempting to assume that associations are struggling with a lack of adequate data – big or small – the reality might be different.
If your association isn’t quite ready to climb up the Big Data ladder yet, fear not, as there is a simpler solution that can be your stepping stone. What you need to do first is structure, clean, and centralise smaller subsets of data. In other words, focus on your Small Data.
What is small data?
The term is defined as datasets that are small in volume and format, so that they are easily accessible, understandable, insightful and actionable. So concentrating on small data first – before delving into the world of Big Data – is a simpler approach, which doesn’t require the use of complex systems or software. In principal, it is a more human-centric approach, as it facilitates the collection of information that reflects behaviour patterns and interests, in order to help association make swifter and smarter decisions.
With the increasing volume of marketing tactics that associations employ both internally and to their conferences, as well as the all-year-round communication with members and non-members, data is everywhere. The key lies in identifying the resources where you can extract it from. Amongst the most popular ones are the following:
- Email marketing reports and analytics
- Social media metrics from online campaigns and post
- Association website analytics, including traffic and performance
- Online research on trends and current market figures
Turning to this more human-centric alternative approach to Big Data can make data-based decisions easier and quicker. Get more valuable insights on how to create immersive experiences, engage your audiences and drive growth here.
Looking for additional tips to stay up-to-date with the shifting industry landscape? Visit here for more.