When association leaders and staff want to gather information and opinions from their members, often the first idea is to conduct a member survey. With the number of data collection tools available on the internet for little or no cost, it’s tempting to inundate members with surveys about everything from the color of the annual meeting theme to crucial issues like dues increases or social issues.
Julie Sweet is the CEO of a 500,000-person consulting firm with thousands of clients, all of whom rely on her to be focused on changes, trends, and opportunities for the future.
In an interview on Oct. 8th, she made the following remarks, all of which we at Gravitate believe directly apply to our beloved association space:
We spotted a visualization published by MarketingCharts.com recently that is striking. They surveyed more than 200 marketers at major North American brands and asked, “if you had extra marketing budget, where would you invest it first?” They found that the leading response (more than double the next response) was to spend extra marketing budget on data analytics technology.