{"id":2319,"date":"2014-01-21T10:48:17","date_gmt":"2014-01-21T15:48:17","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=2319"},"modified":"2014-01-21T10:48:17","modified_gmt":"2014-01-21T15:48:17","slug":"big-data-big-headache-big-opportunity-associations","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/big-data-big-headache-big-opportunity-associations\/","title":{"rendered":"Big Data: Big Headache or Big Opportunity for Associations?"},"content":{"rendered":"<figure id=\"attachment_31\" aria-describedby=\"caption-attachment-31\" style=\"width: 126px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2012\/07\/Features-e1390339615618.jpg\"><img decoding=\"async\" class=\" wp-image-31  \" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2012\/07\/Features-300x291.jpg\" alt=\"Hank Berkowitz\" width=\"126\" height=\"122\" \/><\/a><figcaption id=\"caption-attachment-31\" class=\"wp-caption-text\">Hank Berkowitz, Association Adviser<\/figcaption><\/figure>\n<p>It seems you can\u2019t go to an industry or association conference these days without seeing Big Data somewhere on the agenda. Admitting you don\u2019t &#8220;leverage&#8221; or &#8220;harness&#8221; or &#8220;optimize&#8221; or &#8220;drill down&#8221; into Big Data today is like admitting you don\u2019t tweet, use apps or have a Smartphone.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" title=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" align=\"left\" \/><\/p>\n<table style=\"border-collapse: collapse; width: 95%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li>Chances are that someone at your organization has already asked the same questions you\u2019re pondering.<\/li>\n<\/ul>\n<ul>\n<li>Check what\u2019s already been collected in-house before you solicit more data.<\/li>\n<\/ul>\n<ul>\n<li>Before going down the path of Big Data, experts say you need to get your &#8220;small data&#8221; right.<\/li>\n<\/ul>\n<ul>\n<li>Take the time to formulate the right questions and pilot test before you go live.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><em>READER NOTE: Association Adviser is in the final stages of preparing the 2014 edition of the annual Association Communication Benchmarking Study. Please <a href=\"mailto:dplotke@naylor.com?subject=Association Communication Benchmarking Study inquiry\">contact us<\/a> ASAP if your organization would like to participate in the project or if you would like to submit questions for consideration.<\/em><\/p>\n<p><strong>My early experience with Big Data<\/strong><\/p>\n<p>When I worked for a pharmaceutical competitive intelligence company, the term &#8220;data&#8221; was considered a four-letter word. The founder felt mere data was not even worthy of being called &#8220;information,&#8221; and information was not worthy of being called intelligence. Even intelligence, he argued, was subordinate to &#8220;actionable intelligence&#8221;\u2014the only kind of intelligence that enables you to unlock real opportunities or solve real problems. The founder, a former Israeli Mossad commander, frequently reminded me that I was not worthy of working for him. But, he did teach me three valuable lessons about learning about your customers: (a) You can never know too much about your customers or target market; (b) You don\u2019t get if you don\u2019t ask and (c) Ask for forgiveness, not for permission.<\/p>\n<p>Those in the association world are a little less blunt about the information gathering process. But the point is, no matter how much information you have, it\u2019s not worth anything if you can\u2019t use it to make better decisions and show your members you\u2019re listening. As <a href=\"http:\/\/www.asaecenter.org\" target=\"_blank\">ASAE\u2019s<\/a><span style=\"font-weight: bold;\"> Greg Melia, CAE<\/span> told <a href=\"http:\/\/tv.associationadviser.com\" target=\"_blank\"><span style=\"text-decoration: underline;\">Association Adviser TV<\/span><\/a> recently: &#8220;Data, data, data is a clarion call. But, if you ask for it all at once, you\u2019re not going to be successful.&#8221; Melia said never waste an opportunity to get good feedback from your members, but do it in short digestible bites, such as by adding a question to your dues bills, product shipments or annual conference surveys.<\/p>\n<p>One of the things that <a href=\"http:\/\/www.calsae.org\" target=\"_blank\">California SAE\u2019s<\/a><span style=\"font-weight: bold;\"> Robert Newman<\/span> said he has learned over the years is that &#8220;the ask&#8221; is so critical. &#8220;It\u2019s such an easy thing to do and so often we don\u2019t do it,&#8221; he said.<\/p>\n<p><span style=\"font-weight: bold;\">Stephanie Drake<\/span>, senior executive director for the <a href=\"http:\/\/www.aha.org\">American Hospital Association (AHA)<\/a> agreed: &#8220;Member feedback is big for us,&#8221; she said. &#8220;We do lots of very short surveys, but just one annual member feedback survey. You\u2019ve got to do more than <span style=\"font-style: italic;\">just collect the data<\/span>. You\u2019ve got to read it, use it, and show members that you\u2019re acting on it to make things better for them,&#8221; she said.<\/p>\n<p>Associations tend to forget that part, Drake said. Suppose your research shows members want more female speakers at your conferences. You have to show you can deliver on that request next time, &#8220;even if female speakers are harder to find,&#8221; she related.<\/p>\n<p>Drake shares more insights in today\u2019 <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index-v3.asp?aid=249823&amp;issueID=34278\" target=\"_blank\"><span style=\"text-decoration: underline;\">Corner Office<\/span><\/a> profile story.<\/p>\n<p><strong>Build the foundation before the roof\u2014and see what\u2019s in the basement<\/strong><\/p>\n<p>Before we argue the merits of Big Data, <span style=\"font-weight: bold;\"><a href=\"http:\/\/jamienotter.com\" target=\"_blank\">Jamie Notter<\/a><\/span>, author, speaker and consultant to trade associations and professional societies said you\u2019ve got to get your &#8220;small data right.&#8221; You probably have more data in-house than you think you do. You have to do a better job of organizing it, making it accessible throughout your organization and ultimately mining the data you already have in-house before you go out and collect more, said Notter.<\/p>\n<p>When I worked for a large financial association, I continually stumbled across troves of valuable research, surveys and reports that contained incredible nuggets of intelligence about our members and our industry. Almost nobody knew we had it, and certainly no one was using it or sharing it. We just kept contracting for more research. As my former Israeli boss liked to bark, &#8220;Ninety percent of the time, someone smarter than you has already asked the same question you\u2019re thinking, and has already started on the answer somewhere in your workplace.&#8221;<\/p>\n<p>You\u2019ve got to go beyond simply asking members what they want, explained Notter. &#8220;Data should be the start of the conversation, not the end of it.&#8221; For example, your surveys may indicate that 63 percent of members want &#8220;bigger meetings,&#8221; but does that mean you go out and rent a bigger venue for your next conference and get more floor space for the exhibit hall? Not necessarily, said Notter. What they might really be telling you is that they want more variety of speakers, more networking opportunities or access to more industry vendors and suppliers.<\/p>\n<p>As best-selling author and product innovation expert Tony Ulwick explained at last week\u2019s <a href=\"http:\/\/www.innova-con.org\/\" target=\"_blank\">Innova-Con 2014<\/a> conference in New York, don\u2019t ask customers or members what they want in a product, ask them what types of &#8220;jobs&#8221; they need to have done better. Ask how your product and service can fill those unmet needs. If it can, then they will pay a premium price for it\u2014think Dyson (vacuums), iPhone (smartphones) and Nest (thermostats).<\/p>\n<p><em>Innova-Con is the annual meeting of the <a href=\"http:\/\/www.innova-con.org\">International Association of Innovation Professionals<\/a> (IAOIP).<\/em><\/p>\n<p><em>Next month we\u2019ll hear more from Ulwick and other proponents of systematic, outcome-driven innovation.<\/em><\/p>\n<p><strong>Think before you ask<\/strong><\/p>\n<p>AHA\u2019s <strong>Drake<\/strong> said association research often falls short because resources are limited and there\u2019s a lack of ownership for all the tasks that need to be done. Who\u2019s doing what and by when? One thing\u2019s for sure, agreed Notter, there are no shortcuts to good data gathering and analysis. If you\u2019re taking shortcuts due to staffing, technology or financial resources, then don\u2019t pretend what you\u2019re doing is scientific.<\/p>\n<p>So what are the right questions to ask, and how many can you ask at any one time. It\u2019s like building a house, said <span style=\"font-weight: bold;\">Sharon E. Moss<\/span>, chief research officer of the<a href=\"http:\/\/www.asaecenter.org\/foundation2\" target=\"_blank\"> ASAE Foundation<\/a>. You can\u2019t worry about the roof before you\u2019ve laid a solid foundation. What is it that we\u2019re trying to achieve here? What are we trying to learn?<\/p>\n<p><span style=\"font-weight: bold;\">Sarah C. Slater, <\/span>director of surveys and analysis for the <a href=\"http:\/\/www.asha.org\" target=\"_blank\">American Speech-Language-Hearing Association (ASHA)<\/a> said common research mistakes that associations make are:<\/p>\n<ol>\n<li><span style=\"font-weight: bold;\">Not pilot testing<\/span>. They just roll out big surveys to their full membership without testing the questions in a small group to see if there\u2019s respondent confusion or biased questions.<\/li>\n<li><span style=\"font-weight: bold;\">Trying to get to answer too many questions with a single survey effort.<\/span> In today\u2019s &#8220;do more with less mindset,&#8221; many associations try to kill two (or three) birds with one stone. Know what you\u2019re really asking members to tell you and consider doing more frequent, less comprehensive surveys throughout the year, rather than one big tell-me-everything study.<\/li>\n<li><span style=\"font-weight: bold;\">Not knowing your audience.<\/span> Do you speak their language in terms they commonly use and understand?<\/li>\n<li><span style=\"font-weight: bold;\">Asking too many questions<\/span>. Slater and other experts consulted for this article agreed that 10 to 15 minutes is the upper threshold for an online survey. It\u2019s also very important to tell members up front how long the survey will take them and what you\u2019re going to do with it.<\/li>\n<\/ol>\n<p>Slater said that &#8220;data driven decisions&#8221; are part of ASHA\u2019s &#8220;strategic pathway&#8221; and that every one of the organization\u2019s products and services gets reviewed on a two-to-three year cycle with member feedback being a key part of the review process. Cal SAE\u2019s Newman, the organization\u2019s accounting and finance vice president said if you\u2019re an association CEO, it\u2019s critical that you have an understanding of the numbers. &#8220;You don\u2019t need to be to in-depth, but you need a good handle on the big picture.&#8221;<\/p>\n<p><span style=\"font-weight: bold;\">Benefits of research <\/span><\/p>\n<p>There\u2019s no doubt that [branded] research really helps to get your name out there, said AHA\u2019s Drake. It\u2019s great when a CEO comes back from an executive MBA or AHA meeting and asks their HR people to look at the [research] we\u2019ve done in an area they really care about. AHA\u2019s annual <a href=\"http:\/\/ams.aha.org\/EWEB\/DynamicPage.aspx?WebCode=ProdDetailAdd&amp;ivd_prc_prd_key=f15837e6-7d5b-4beb-ba50-0c6c381ae53b\"><span style=\"text-decoration: underline;\">Hospital Statistics<\/span><\/a> study and the <a href=\"http:\/\/www.carwash.org\" target=\"_blank\">International Car Wash Association\u2019s <\/a><a href=\"http:\/\/www.washcount.org\/\"><span style=\"text-decoration: underline;\">Wash Count Program<\/span><\/a> are the benchmarking gold standards of their respective industries and good examples of how great research can put your association\u2019s name on the map as the authoritative voice of your industry or profession. It\u2019s also a great member benefit and new member recruiting tool.<\/p>\n<p><span style=\"font-weight: bold;\">Be careful what you wish for<\/span><\/p>\n<p>Thanks to Michael Lewis\u2019s best-seller <span style=\"font-style: italic;\">Moneyball<\/span> (later turned into a <a href=\"http:\/\/www.imdb.com\/title\/tt1210166\/\"><span style=\"text-decoration: underline;\">film<\/span><\/a> starring Brad Pitt), many of you know the story of how the 2002 Oakland A\u2019s baseball team used research and advanced analytics to find highly productive, but underpaid players that would allow them to compete with the richest teams in Major League Baseball for a fraction of the payroll. To everyone\u2019s surprise, the team\u2019s data nerds substantially outperformed its old school, tobacco-spewing talent scouts. But in the long run, Big Data gave them an outcome they couldn\u2019t escape\u2014a great ability to win regular season games, but not championships. And, despite their impressive won-lost record, they continue to struggle at the gate. Fans, it turns out wanted to see marquee players as much as they wanted to see wins.<\/p>\n<p>It\u2019s kind of like jogging with hand weights. You become more efficient at <span style=\"font-style: italic;\">jogging with weights in your hands<\/span>, but are you really achieving your ultimate goal of become faster and more fit?<\/p>\n<p><strong>When not to do research<\/strong><\/p>\n<p>As Sarah Slater and Sharon Moss note in their widely cited reference work, <a href=\"https:\/\/mystuff.asaecenter.org\/ebusiness\/publications\/publicationproduct?id=107561&amp;cs\" target=\"_blank\"><span style=\"font-style: italic;\"><span style=\"text-decoration: underline;\">The Informed Association: A Practical Guide to Using Research for Results<\/span><\/span><\/a>, there are times when you should say &#8220;No&#8221; to doing research: a) When the research won\u2019t be used for anything internally or externally; b) When good enough data already exists and c) When the risk of changing course or implementing a new feature is lower than the costs of the research. Incidentally, Slater said that if you follow research best practices, you can still get a lot of mileage out of telephone surveys and &#8220;pencil and paper&#8221; surveys through the mail.<\/p>\n<p><strong>Avoiding analysis paralysis<\/strong><\/p>\n<p>As far back as <a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/association-leaders-get-real-about-membership\/\"><span style=\"text-decoration: underline;\">late 2012<\/span><\/a><span style=\"text-decoration: underline;\">,<\/span> BOMA Georgia\u2019s <span style=\"font-weight: bold;\">Gabriel Eckert<\/span> told us a that we\u2019re relying too much on data and not enough on our own gut instinct and common sense. &#8220;What is the data really telling us?&#8221; he asked. His organization has literally overhauled the way it thinks about problems and solves them. How? By adding a healthy dose of intuition to good old fashioned hard data. &#8220;As a result, we\u2019re making decisions much faster with less process and less analysis paralysis,&#8221; noted<\/p>\n<p>Eckert, who co-authored the 2012 book <span style=\"font-style: italic;\"><a href=\"http:\/\/www.amazon.com\/From-Insight-Action-Achieve-ebook\/dp\/B0097HR9Y2\/ref=sr_1_2?ie=UTF8&amp;qid=1347330954&amp;sr=8-2&amp;keywords=Gabriel+Eckert+from+insight\" target=\"_blank\"><span style=\"text-decoration: underline;\">From Insight to Action: Six New Ways to Lead<\/span><\/a><\/span> with Jean Frankel. <span style=\"font-weight: bold;\">Russ Lemieux<\/span>, group vice president of association management company <a href=\"http:\/\/www.kellencompany.com\" target=\"_blank\">Kellen Company<\/a>, agreed. &#8220;It\u2019s a combination of formal surveys and also reaching out to members and stakeholders to find out what they want.&#8221;<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>Ironically, more and more teams are adopting the A\u2019s &#8220;sabermatric&#8221; approach to scouting baseball talent, so once again they\u2019re playing catch-up to teams that have\u2014guess what?\u2014deeper pockets for computing power. Like everything else in business, life and the association world, you have to keep innovating or the world will pass you by like a high inside pitch with two strikes against you.<\/p>\n<p><em><a href=\"mailto:hberkowitz@naylor.com?subject=June%20Association%20Adviser\" target=\"_blank\">Hank Berkowitz<\/a> is the moderator-in-chief of Association Adviser eNews.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>All-size organizations can use research and analytics to solve complex member challenges. But invest your time and resources wisely or you could have a disappointing ROI. What associations and the Oakland A\u2019s are learning.<\/p>\n","protected":false},"author":24,"featured_media":31,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[316,317,318,319,320,286,221,321,322,323,324],"class_list":["post-2319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","tag-american-hospital-association","tag-american-speech-language-hearing-asosciation","tag-asae-foundation","tag-big-data","tag-california-society-of-association-executives","tag-calsae","tag-data","tag-innova-con-2014","tag-international-car-wash-association","tag-measuring-data","tag-test"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Big Data: Big Headache or Big Opportunity for Associations? - Association Adviser<\/title>\n<meta name=\"description\" content=\"It seems you can\u2019t go to an industry or association conference without seeing Big Data somewhere on the agenda.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/big-data-big-headache-big-opportunity-associations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Big Data: Big Headache or Big Opportunity for Associations? 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