Data is the new bacon.
Maybe you’ve heard that one before. At Association Component Exchange (CEX), Tanya McAdory-Coogan, one of the association execs on our CEX Experience Squad, told us she saw a t-shirt at the gym emblazoned with that tagline.
Data was on our minds that morning because Peter Houstle, co-founder and CEO of Mariner Management & Marketing, was about to start our day with a look at the 2019 Chapter Benchmarking Report. If you missed CEX, you can watch a replay of our recent webinar covering the same material: Climbing to the Top: Chapter Data That Drives Innovation.
WHAT IS BENCHMARKING DATA?
The benchmarking process is the continuous analysis of present and historical data to do things like identify performance gaps, compare your progress (or regression) to previous time periods, and provide insight into your competitors and how they’re faring. There are multiple types of benchmarking that your chapter could use to measure and improve itself:
- Functional benchmarking: Taking note of best practices from other organizations and associations, regardless of industry or sector.
- Competitive benchmarking: Using data from competitors that helps you make decisions on how to navigate the market to compete within your industry.
- Performance benchmarking: Looking inwards at your own performance to glean valuable insights on what you could be doing better and what you’re doing right.