Association Analytics Blog

Kelly Baker


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Introduction to Data Augmentation

May 11, 2017 11:43:32 AM / by Kelly Baker posted in Data Analytics for Associations

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What is Data Augmentation?

Data analytics provides a complete understanding of your customers so you can provide better, more relevant products and services. However, the value of analytics is limited without rich data on customer characteristics, interests, purchases, and behaviors.

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Everyday Analytics

Apr 13, 2015 6:00:06 AM / by Kelly Baker posted in Predictive Analytics, Business Intelligence

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When people ask me what I do and I say, “Predictive analytics,” the usual response is a blank stare and a quick change of subject.  Why people are so intimidated by those words is surprising given that EVERYONE performs predictive analytics on a regular basis in their personal lives without the scientific structure.

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Association Analytics - Regression Analysis is Your Friend

Feb 16, 2015 9:01:10 AM / by Kelly Baker posted in Predictive Analytics, Business Intelligence

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Last week, I shared my enthusiasm for developing association data analytics solutions with a Georgetown University colleague.  While testing multiple analytical models (factor analysis, cluster analysis and regression analysis), I confirmed that regression analysis yielded the best results.  Regression analysis has been around for a long time and is often thought of as just a prediction tool.  However, it is much more than that; it is a very versatile tool for answering many different kinds of questions. Regression was developed in the early 1800’s and refined with additional capabilities as the computational power of computers developed.  Simply put, regression analysis is a statistical method for identifying relationships among variables.

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Is your Association Ready for Business Analytics?

Jan 12, 2015 8:14:41 AM / by Kelly Baker posted in Business Intelligence

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Many of our clients have moved forward to being data-guided, making investments in business intelligence (BI) capabilities to harvest their valuable asset – DATA.  They are building data marts (AKA data warehouses) to transform transactional data into analysis-ready data, they are merging multiple data sources, automating daily data refresh (ETL’s) and creating dashboards to visualize data.  All of these activities are vital in order to create the "single version of the truth" that leaders and staff can use with confidence in order to make decisions to advance the association's mission.  But what happens after that?  Although seeing accurate information in a visual form is the first step to making data-guided decisions, many find it hard to be content because they inevitably want more.  Once you have the what….you want the why – and then you want to know how can you use this knowledge to influence the future by making better decisions?

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Increase Membership Retention with Predictive Analytics

Dec 8, 2014 8:32:41 AM / by Kelly Baker posted in Data Analytics for Associations, Predictive Analytics, Business Intelligence

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If your association is on a calendar year renewal, t’s that time of year again: MEMBERSHIP RENEWALS!  You have sent invoices to your members and now wait for the revenue to flow.  You’re worried because the past 2 years have seen a decline in membership.  And early next year, your staff will start reaching out to those who have not paid, spending considerable time following up to secure the renewal.  Wouldn't it be great if you had a crystal ball and could identify those members most at risk to NOT renew?  You could begin identifying reasons they might leave and reach out to them before they do! Think about how, over the next year, if you knew which factors could be correlated to those members most likely to lapse and which factors are correlated with those member most engaged, you could begin to tailor your marketing, content, and meetings to attract more of your best members and keep those who might otherwise leave!

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It Doesn't Have to be Big Data to be Important!

Oct 20, 2014 12:52:33 PM / by Kelly Baker posted in Big Data, Business Intelligence

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Everyone is talking about BIG DATA!  It sounds so important and exciting that the phrase is now used commonly. From small associations to large businesses, even socially and on Prime Time TV advertising we hear the buzzwords!  These are very exciting times for data analysts because on the continuum of data analytics, big data is very advanced in many ways but basic in others.  To learn more about the definition of Big Data - see our post: What’s the Big Deal about Big Data for Associations?

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