Associations are sitting on a wealth of transactional and behavioral data. With so many data sources, it's no longer a question of what data elements to use, but how best to use them. How much demographic data do you seed into emails? How many behavioral activities do you map into a buyer journey before you identify the real trigger that initiates a drip campaign? The challenge lies in activating on key pieces of data that indicate a likelihood or readiness to sign up, subscribe, register or buy. Join experts Maneesha Manges and Adam Higgins as they share how to optimize the data you have to be as effective as possible in building engagement and generating revenue.

This is the third session in our 4-part webinar series exploring how best to understand marketing automation, avoid common missteps, and optimize its use to gain marketing intelligence and grow association revenue. In this session, you’ll learn:

• How to develop the right segmentation strategy to ensure conversion
• How to build an engagement algorithm that supports marketing and membership efforts long term
• How to use your martech stack to take immediate action on the stories your data reveals