W142: Becoming a Data Centric Association – Digital Transformation Part 2
What drives engagement, satisfaction and retention across your member base?
Wednesday, February 10, 2021
11:00 AM - 12:30 PM (EASTERN TIME)

To meet growing member expectations, associations are focusing more of their efforts to understand what drives engagement, how to increase satisfaction, and what factors lead to retention.

This Course is built around a case study involving The American Society of Association Executives (ASAE).  ASAE found it difficult to evaluate the true impact of engagement because data was stored in siloed locations – like their AMS, email marketing, and online community systems. On their own, each platform contained useful data, but what ASAE really needed was a consolidated view of data across systems to fully analyze the membership journey.  As part of its digital transformation, ASAE migrated to a cloud-based platform for data analytics. By bringing their data into a central repository, they’ve gained a single source of truth for data that can be used to inform strategy decisions. ASAE can now see a complete, accurate, and trusted view of their data which influences how they solve problems.

Learning Objectives
  • Understand the concept of bringing enterprise data into a central repository.
  • Learn how centralized data should be structured to then provide analysis to inform strategic decision making.
  • Learn the inroads and obstacles to migrating from siloed data to centralized data
  • Learn how this data centric approach can help an organization’s member engagement and member satisfaction.
Julie Sciullo
CEO, Association Analytics
Julie has 15 years’ experience successfully driving finance, strategy, sales and, corporate development. She is an industry thought leader who infuses innovation into data analytics through technology implementation, product and service management, talent and team development, and continuous improvement to business processes. Julie is passionate about interpreting the story in the data to drive decisions and facilitate success. She holds an M.B.A. in Finance and Organizational Leadership from Duquesne University and a B.S.B.A. in Accounting and Finance from the University of Pittsburgh. Her belief in the power of data analytics drove her to the helm of Association Analytics and to year-round conferences, where her insights as a featured speaker, deliver applicable takeaways and sought-after value.
Reggie Henry, CAE
Chief Information and Engagement Officer, ASAE
Mr. Henry’s responsibilities are to implement “exemplary” systems at ASAE that can serve as a model to the rest of the association community and to “ratchet-up” the use and understanding of technology among ASAE members. He has been working with and/or for non-profit organizations since 1985. Mr. Henry speaks regularly on technology and strategy issues. In 2009 he was invited by the Secretary of Smithsonian to participate in Smithsonian 2.0, a Gathering to Re-Imagine the Smithsonian in the Digital Age. Reggie was recently named one of the top 40 CIOs in DC-MD-VA area. Mr. Henry holds a B.S. in Economics and Computer Science from Georgetown University. Mr. Henry serves on the Curriculum Committee and faculty of the Institute for Organization Management (U.S. Chamber of Commerce) and the Technology Management Advisory Council for Georgetown University’s Technology Management degree program, and was recently Appointed to the Board of Directors of Educause, a nonprofit association and the foremost community of IT leaders and professionals committed to advancing higher education. He enjoys cooking, drawing, pottery and golf.
Level intermediate Delivery Group live presented online due to COVID-19
CPE(NASBA Category) Information Technology Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Administration CPE/CAE Credits 1.5
Prerequisites and advance preparation needed preferably 1-year or more of experience with association or nonprofit operations and management. Advance preparation needed: None Cost $0.00
Refund and Complaint Resolution Policy:

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