Success by Association - May/June 2017 - 14

datamarketing

Hey, Creative Type - Let's Talk Data
Todd Von Deak, MBA, CAE

D

id that headline leave you confused and conflicted?
You're not alone. Let's be honest, "data-driven
creative" is not a phrase you hear often.
That's a shame, though.

Associations can benefit from taking a more data-driven
approach to marketing, especially creative development. A
data-driven approach has the potential to strengthen both
our marketing campaigns and our engagement with key
communities. Data also helps us focus on what we can prove,
so we rely less on our gut-a definite improvement for many
marketing programs.
For organizations seeking a greater focus on data, your
marketing lead is the key in making the shift. It makes sense if
you think about it. In most organizations, the marketing lead
is creative director one day and chief data analyst the next.
Often, he or she juggles these divergent roles during the same
day, if not the same hour.
For many, putting a heavy emphasis on data is daunting. After
all, a typical marketing group may be called on to deliver
several creative pieces a week. During the run up to a major
meeting, that volume increases exponentially. Regardless of
the situation, we place a good deal of weight on the speed in
which our creative teams can produce.
But daunting should not be mistaken for impossible. Here are
three success stories:

Improved Membership Marketing
In reviewing the last 10 years of transactions, one association's
membership department noticed that a substantial portion
of new members came from the same cluster of states.
That realization led them to create a special version of the
membership brochure that discussed key issues in those states
and highlighted their organization's positive contributions. The
brochure featured well-regarded members from those states
along with relevant images. In the end, the team was able to
demonstrate a lift in those key states, greater than what might
have been expected otherwise.

Sharper Conference Marketing
A post-event survey included a free-form question about
attendees' biggest professional challenges. Answers to this
question were put into a word-cloud program, and key themes
were identified. The following year, those themes were used
14

success || may/june 2017

in a series of A/B tests of email subject lines to further refine
email marketing efforts for the event. Top performing themes
were also used in social media posts.

Higher Conversion Levels
The web and marketing teams in an association used Google
analytics reports to identify search terms with the highest
likelihood of leading to an online conversion. When the
terms were tested in new electronic and print campaigns,
they resulted in increased search traffic, conversions and
subsequent revenue.
There are so many interesting ways to leverage data to
enhance your creative approach. Get started today by
introducing your marketing team to the various data points
available in your organization and developing the habit of
asking, "What questions, if answered, would strengthen our
marketing efforts on this project?" z

Todd Von Deak, MBA, CAE is President
of TVD Associates. TVDA Associates
works with associations and nonprofit
organizations to tackle their pressing
membership and marketing challenges.
He is also a member of the adjunct faculty
at Drexel University's LeBow College of
Business. He can be reached at todd@tvdassociates.com.



Table of Contents for the Digital Edition of Success by Association - May/June 2017

How To Help Your Managers (or You) Resolve Conflict in the Workplace
Core4 Principles to Demonstrate Member Value
Annual Meeting Preview
What To Do in Winston-Salem
Annual Meeting Registration Form
You’ll Lobby for Me Whether or Not I Join!
What Are You Bringing to the Table?
President’s Message
Event Calendar
Buyers’ Guide
Member Updates
Advertiser Index
Young Leader Profile
Advertiser Showcase
Executive Director’s Message
Success by Association - May/June 2017 - Intro
Success by Association - May/June 2017 - cover1
Success by Association - May/June 2017 - cover2
Success by Association - May/June 2017 - 3
Success by Association - May/June 2017 - President’s Message
Success by Association - May/June 2017 - Event Calendar
Success by Association - May/June 2017 - 6
Success by Association - May/June 2017 - How To Help Your Managers (or You) Resolve Conflict in the Workplace
Success by Association - May/June 2017 - Core4 Principles to Demonstrate Member Value
Success by Association - May/June 2017 - 9
Success by Association - May/June 2017 - 10
Success by Association - May/June 2017 - 11
Success by Association - May/June 2017 - 12
Success by Association - May/June 2017 - 13
Success by Association - May/June 2017 - 14
Success by Association - May/June 2017 - 15
Success by Association - May/June 2017 - Annual Meeting Preview
Success by Association - May/June 2017 - 17
Success by Association - May/June 2017 - What To Do in Winston-Salem
Success by Association - May/June 2017 - Annual Meeting Registration Form
Success by Association - May/June 2017 - You’ll Lobby for Me Whether or Not I Join!
Success by Association - May/June 2017 - Buyers’ Guide
Success by Association - May/June 2017 - Member Updates
Success by Association - May/June 2017 - 23
Success by Association - May/June 2017 - What Are You Bringing to the Table?
Success by Association - May/June 2017 - Advertiser Index
Success by Association - May/June 2017 - Young Leader Profile
Success by Association - May/June 2017 - 27
Success by Association - May/June 2017 - Advertiser Showcase
Success by Association - May/June 2017 - 29
Success by Association - May/June 2017 - Executive Director’s Message
Success by Association - May/June 2017 - cover3
Success by Association - May/June 2017 - cover4
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