CIOs from 17 leading Associations discuss their strategies for taking previously untapped structured and unstructured data, and putting it to use.

March 11, 2020:  Taming the Data-Beast: How is your Association taking structured and/or unstructured data and putting it work for you?  was the topic of discussion when CIOs and CTOs from 17 leading Associations met on March 11, 2020 for the Presidential Forum Roundtable breakfast in Washington, DC.  Several CIO participants also joined by Zoom webconference.  The peer-to-peer discussion was moderated by Gary Sundel, CIO, American Bankers Association (ABA).

CIOs in attendance were able to view a presentation from one of the Associations in attendance on the results – dashboard data visualization —  of analyzing hundreds of member surveys across 80 sessions/events over a 3 year period.  The dashboard quantified data which was both structured and unstructured (i.e., written responses).  Unstructured data was quantified in a systematic manner across 3 criteria:  1) sentiment analysis, 2) level of effort, and 3) overall satisfaction

Some comments by CIOs in attendance included:  My most important takeaway was that good-to-great sentiment analysis now within reach across a variety of media for smaller associations.  I think the topic is very important, the takeaway for me was a reminder of the many layers associated with addressing the data.   CIOs also observed that the membership director responsibility increasingly includes the ability to look at relevant member data that will help drive Associations’ actions and decisions.  Beyond this is the importance of having managers across all functions of the organization embrace data initiatives because of how important this is to the sustainability of the Association.

In addition to the CIOs in attendance, the sole sponsor ORI, Inc. provided additional subject matter expertise to the discussion based on their experience helping leading Associations — such as the Illinois Education Association, National Society for Histotechnology (NSH),  Direct Marketing Association of Washington (DMAW), American College of Rheumatology, Independent Community Bankers of America, and many others — to effectively manage their unstructured data to generate qualitative and actionable customer experience (CX) insights.  More info:  https://www.oriresults.com/problems-we-solve/unstructured-data-mining/

The Presidential Forum Association CIO Roundtable series was co-founded by Prabhash Shrestha, Group EVP & Chief Digital Strategy Officer, Independent Community Bankers of America (ICBA) and Wade Tetsuka, President, U.S. Transactions Corp.  For more information contact: wadetetsuka@ustranscorp.com

 

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