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Data is everywhere but associations struggle to put it to use

Several presenters at recent ASAE technology conference outlined ways groups could use member data for targeted marketing

DataDec. 18, 2020
By Walt Williams

Associations collect massive amounts of data on their members but turning that data into actionable information is a challenge. So it is no surprise the topic received a lot of attention during a recent technology conference hosted by ASAE.

“Associations usually are not lacking the data to glean these insights,” said Layla Masri, vice president of digital innovation at marketing agency Yes&. “Often we are lacking the data intelligence to make them work smarter.”