Be a Data Detective

A forensic approach to member segmentation and maximising the data asset 

Using data to form an understanding of your members’ profiles can help drive individual journeys that will increase engagement and help to pre-empt churn and reinforce the value of membership. However, many see data as a ‘pain’ rather than an asset. You can turn that ‘pain’ into ‘gain’ by maximising the benefits to be derived from the forensic consideration of the information you have or could have about your members, customers, and other constituents. 

During this 90-minute masterclass, with presentations and discussion with some practical exercises, the tutor will demonstrate key approaches to collecting the right data and using it to its best, with the objective of improving the efficiency and effectiveness of your member relationships. 

The masterclass will also consider segmentation models and techniques for data fusion to help deliver a communication strategy for both customer retention and prospecting and some brief examples of successful implementation.

Michael Collins is a CRM and data strategy expert with more than 35 years’ experience of consultancy, training, university teaching and mentoring. He helps organisations maximise the benefits to be derived from using their data. Delegates will benefit from his engaging style backed by in-depth knowledge.

You will take away strategic concepts which can be implemented in your own organisation:

• What your data can reveal
• How to identify your data requirements
• The impact on your everyday business processes
• The difference between data and knowledge
• Models to help establish member insight to drive the relationships

Find out if you are a Sherlock Holmes, an Hercule Poirot or a Miss Marple, - all effective detectives, but different in their individual approaches!

What's included

Fees are in GBP, subject to 20% VAT and payment is only by card.