Date and time
Thursday 10th May 2018, 15:00 to 18:00
Research has shown that 60% of the CRM initiatives that fail globally do so because of management’s lack of confidence in the data; hence the need for a formalised and documented data strategy that all departments of an organisation can buy into. This is a fundamental element of delivering targeted and timely communications and content to members thereby enhancing membership engagement.
A data strategy applies to all data and supports your data's primary function in delivering organisational goals through addressing key business objectives. To be successful, this data strategy must be set in the context of an organisation-wide data culture.
- Get Fact vs Fiction information.
- Get answers to critical data questions
Who should attend
Anyone who works in marketing, communications, membership, community, data managers and directors.
||Registration, Refreshments & networking on arrival
Presentation: Defining and designing an effective data strategy for your organisation
Michael Collins, Managing Consultant, Database Marketing Counsel
- The practicalities to be considered
- Different types of data being used and their provenance
- The introduction of data governance and stewardship policies and processes and their impact
- Embedding a data culture where there may be resistance or lack of understanding about its value
Presentation: A successful data strategy and culture implementation case study
Andy Shilton, Information Services Director, Chartered Insurance Institute
- Challenges faced by the CII leading to the development of the strategy - size and location of membership; range of activities
- How the process was started - who was involved, what steps were taken, how were members involved?
- Drawing up the strategy and gaining organisational buy-in
- Developing a data culture
- Outcomes and successes
||Discussion, feedback and conclusion
||Drinks reception and short tour of Central Hall Westminster
||Close of event
This event is only open to Association Executives.
About the Speakers
Michael Collins is Managing Consultant at Database Marketing Counsel, a specialist consultancy providing advice and direction on developing data-driven CRM. He is a Chartered Marketer and a Fellow of the Institute of Direct and Digital Marketing and has taught database marketing and CRM at several London university business schools. With more than 30 years’ consultancy experience in providing direction on customer insight and building customer relationships he has worked with clients in most sectors especially membership organisations and charities.
He can be contacted at