07/05/2017

Analytics Will Make You See Members Clearly

Online traffic can reveal a lot about your members’ mindsets

In the May/June issue of Associations Now, we took an in-depth look at a few associations that use web analytics to recruit, engage and retain members long term. Based on what we’ve heard from you since that piece was published, a lot of you are thinking critically about web analytics and data collected from members coming to your website daily.

That’s great to hear, because this traffic can reveal a lot about your members’ mindsets. Take, for instance, the American Occupational Therapy Association (AOTA), one of the associations featured in our magazine story. After the 2016 election, AOTA kept an eye on site searches by members and noticed a common search term: Trump.

“Our members wanted to know how a Trump presidency would impact things like healthcare reform, Medicare, and Medicaid,” said Stephanie Yamkovenko, AOTA’s digital editor. “But for a while, our policy was to steer clear of using Trump’s name in articles simply because of the shock and awe factor.”

Please click here to read the complete article on Associations Now.