Today’s modern data programs give associations the power to personalize the output. This allows associations to provide members and other industry stakeholders with information in the ways that are most meaningful to them.
Different audiences want information in various formats. Understanding how various data presentation strategies can support different audiences’ needs can help associations grow their audience and better support their members.
Below, we highlight five ways data presentation can help you and your target audiences.
1. Save your members time
The ability to customize output within broader association trends offers tremendous value for your members and the participants of any benchmarking or data program. This audience will want the output that is most relevant to their needs. Interactive reports save members time by allowing them to drill down into the level of data that they need without sorting through pages of superfluous charts and tables. This precision is critical in supporting your members in making data-driven decisions at a moment’s notice.
Associations can use sophisticated APIs to transform once-static hundred-plus-page reports into dynamic, customizable, easily searched dashboards that provide greater value to their members. This output might look like overlays of company and industry data. It can also include interactive reports, which provide a deep dive into data and market research program results without the overwhelm of traditional annual survey reports.
2. Grow your audience
Modern data tools tailor information effortlessly. As interactive features make data more accessible, the data may appeal to partner organizations and the media. For example, a growing association trend uses infographics to present information in digestible snippets. Infographics can provide insights at a glance and have become popular tools among the media.
3. Drive advocacy
Another popular example of brevity is the one-pager for issue advocates. This brief document can summarize research results for advocates who want to advance an industry cause on the Hill. These documents work best when they are easy to distribute and provide clear eye-catching data points.
This brief data presentation tool can be powerful in positioning your association and its members as thought leaders and go-to sources for data points and research topics.
4. Deliver data to get data
Another association trend is the use of report information to provide high-level overviews of white papers. These documents are often offered as an incentive to drive action, such as securing prospective members’ email addresses or securing participation in research in return for additional output. The key is to turn data into gated content that requires users to fill out an online form in exchange for access. This feat becomes much easier with a modern data program.
5. Generate new revenue
The ability to create tiered access also makes it easier than ever for associations to turn research into a revenue generator. This was the plan for one association when they pivoted from a traditional lengthy pdf report on industry financial compensation to completely online reports with an interactive dashboard. The association’s report summary featured a high-level infographic but gave readers access to the level of data they wanted. The association used this offering as an opportunity to overhaul its pricing structure. With the promise of increased customization and company-specific results, they were able to increase their pricing enough to offset their investment in an interactive dashboard.
Broaden your audience
There are likely countless other ways to use this research data, and that’s the beauty of a tiered offering like this. A modern data program can deliver value to a broader audience by tailoring results to each potential audience’s specific needs.
With the right tools, associations can easily let their audiences’ needs guide their data presentation strategy. If you need help developing those tools, or your data presentation approach, contact Vault today.
