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Thursday, July 20, 2017


Articles and Presentations

6 Essential Aspects of an Engagement Metric

Defining engagement requires the association to identify and track the link between member behavior and the association’s goals. To do this effectively, the measurement needs to be objective, durable across time, and be validated to ensure changes in the measurement are true measures of changing behavior. The measurement must also be comparable to previous behavior, allow for the comparison between individuals and sufficiently robust to measure engagement across multiple association domains.

Introduction

Defining and measuring engagement measurement enables association executives to make better decisions about membership commitment, loyalty, marketing, attrition, volunteer activity and other contemplated business goals.

Engagement is a consolidating metric that identifies the link between desired member behaviors and desired association outcomes over time. Without a link between behavior and outcome, measuring engagement is just an interesting intellectual exercise.

Engagement is difficult to measure because it tracks the relationship between two moving points; the member’s relationship as defined through behaviors and the association’s business goals. Member behaviors and association goals are both dynamic over time.

6 Essential Attributes of an Engagement Metric

To develop a successful and useful engagement metric, it is necessary to determine the most important association objectives and the member behaviors that the association seeks to influence that are most closely linked to these objectives.

A good measure of engagement will have the following six characteristics.

  1. Objective – the metric should allow for objective comparisons between members and member audiences.
  2. Durable – the metric should be survivable across time; to provide for longitudinal analysis.
  3. Valid – the metric must link relevant member behaviors to desired ACHE business outcomes.
  4. Comparable –the metric must identify the improvement or decrease in the individual member’s engagement relative to their previous behavior over time.
  5. Relative - the metric must identify the improvement or decrease in the individual member’s engagement relative to other members.
  6. Robust – the metric must act as an index allowing for the identification of changes, not only in overall engagement, but in particular subsets of engagement that are linked to a particular ACHE business goal.

Modern associations develop assumptions regarding what behaviors correlate most closely with desired behaviors then develop a model to test these assumptions. Using data mining techniques, you can validate your model using the historical behaviors of your members.

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