In the first part of a two-part chat about data consolidation, MYB CEO Max Suzenaar and Director, Research and Data Insights Stephen Gabourel discussed the main kinds of data sets that can be brought together. Today, they talk about what associations can do after that consolidation process. There are plenty of options, from brainstorming ways to build member loyalty, to building personas, to customizing marketing.
Sometimes the benefit of data consolidation isn't generating new ideas; it's pinpointing the old ones. The process can identify which products and services aren't hitting home and ought to be put out to pasture.
With the benefit of data consolidation, Suzenaar says, "Now we can take a look at our benefit analysis and say, 'Not many people use this now, it's not important to people, but it's taking our staff a lot of time, let's sunset it.'"
The video covers a lot of ground in less than eight minutes---take a look!
Why Data Consolidation Matters - Part 2 (See Part 1 below)
Why Data Consolidation Matters - Part 1