This seminar will be presented by Tonnis van Dam, the founder and Managing Director of Compare2Compete, one of AAE's business partners. Compare2Compete is a specialist in reporting tools for associations, federations and membership organisations.
During this session, Tonnis will demonstrate how associations can use assessments as a practical gateway to personalisation. He will show how member and delegate assessments can be used before, during and after events; how associations can personalise content libraries and learning pathways; and how benchmarking principles can help track development, maturity and changing needs over time.
The session will also address practical questions: what to ask members or delegates, how to structure assessments, how to use AI responsibly, how to avoid making personalisation too complex, and how associations can start with a simple but valuable first use case.
You will learn practical tips and strategies for using assessments and AI to make your association’s content, events and services more relevant to individual members. You will gain a deeper understanding of how personalisation can increase engagement, improve member value and help associations make better use of the knowledge, content and event programmes they already have.
This session will help all those associations with large amounts of valuable content (webinars, articles, guidance, toolkits, briefings, event sessions, expert knowledge and partner resources) to use Assessments and AI to tailor the resources for individual members, without having to manually guide individual members to the right resource. Furthermore, members can discover content they did not know to look for, as well as receiving the more personalised experience everyone is coming to expect. They can receive support that reflects their role, career stage, challenges, interests, ambitions and level of knowledge.
Benchmarking can still play an important role, not necessarily as performance comparison between members, but as a way to show progress over time, identify patterns across the membership and help members understand where they are in their development.
Tonnis will share two case studies: CX Network and World Retail Congress.
For CX Network, Compare to Compete developed a personalisation solution based on an assessment connected to a content library. After completing an assessment, participants received a personalised report with tailored feedback and direct links to relevant content based on their answers. This turned an extensive content library into a relevant, individually tailored and actionable resource centre.
For World Retail Congress, Compare to Compete used an assessment and AI to provide targeted advice on the delegate journey. By understanding delegates’ roles, interests, challenges and priorities, the system helped guide them towards the most relevant sessions, themes and opportunities within the congress programme. This demonstrates how associations and event organisers can use assessments not only to collect data, but also to improve the event experience for each individual participant.
What you will learn during the seminar:
- How assessments can help associations understand individual member and delegate needs, interests, challenges and development stages.
- How AI can support personalised content recommendations, tailored feedback and more relevant member journeys.
- How to use assessments before, during and after events to improve the delegate experience and increase event value.
- How benchmarking can be used to track development over time, identify maturity levels and show progress.
- How associations can make better use of existing content libraries, webinars, briefings, guidance, learning materials and event programmes.
- How to start with a practical personalisation use case that is manageable, valuable and scalable.
Agenda
12:00 - Introduction
12:05 - Presentation
12:35 - Questions & Answers
12:55 - Close
Speaker
