02/23/2018

Value, Personalized

How organizations can take personalization to the next level

Associations face a lot of competition when it comes to information and networking opportunities from online search engines and social platforms like LinkedIn. But there are opportunities for associations to stand out by leveraging personalization.

“If we want to embrace changes to our environment while still maintaining the solid foundations upon which our associations are built, personalization is going to be key,” says Mark Kibble in an Association Success post.

Kibbles argues that for-profit companies are constantly using personal data to target ads at consumers, but associations, on the other hand, can use that data to provide value to members. “For example, when creating a newsletter, can we not use machine learning to build a version of the newsletter for each individual depending on his/her interests and requirements?” he asks.

Please select this link to read the complete article from Associations Now.