Success Stories
Enterprise Marketing Management Solutions
Integration and Analysis of Member and Customer Behavior
Client
About the American Association of Orthodontists:
The AAO comprises 15,500 members in the United States, Canada and abroad. Founded in 1900, the AAO supports research and education leading to quality patient care and promotes increased public awareness of the need for and benefits of orthodontic treatment. Orthodontists are uniquely qualified to correct improperly aligned teeth and jaws. They are specialists in the diagnosis, prevention and treatment of dental and facial irregularities. Orthodontists receive an additional two to three years of specialized education beyond dental school to learn the proper way to align and straighten teeth. Only those with this formal education may call themselves "orthodontists," and only orthodontists are eligible for membership in the AAO.
Situation
The AAO has spent considerable effort in updating their web presence for their external site, braces.org, their member site, aaomembers.org, and their foundation site, aaofoundation.net. They were looking to understand their customers and members web behaviors and integrate them with the association management system data to get a holistic view of their constituents. They would like to use this integrated data to understand what information was important to different member segments and take proactive steps to help satisfy their member’s needs and promote the value of the association.
Solution
RiverPoint implemented an analytic solution using Unica NetInsight and CustomerInsight to allow them to analyze both web data and AMS data together. A key technology factor for the web analytics was to use “sessionization” to uniquely identify the visitor, tie their member or customer number to their web visits, and then enable the “data conduit” to link back to AMS data for those visitors. After this connection was made, it facilitated a different level of analysis capability for their web activity. For example, using a member’s age to group them into a generation, they were able to analyze their information pages and understand what information was most interesting to Millenials vs Gen X vs Silent Gen.
Similarly, the association can use Unica Insight to analyze the information from their Association Management System. The power of Unica Insight is that it automatically creates the analysis “Star Schema” required for the visual analysis environment for reporting on date based aggregations, drilling to alternate dimensions, and building custom analysis reports. Member demographics, transactional history, or product purchases can all be brought together for analysis and leveraged in the data mart to make decisions on the complex 360 view of the customer. Below is a similar analysis of AMS profile update transactions stored in the AMS but analyzed using the power of Unica Insight.
Benefits
The client would be able to understand how their product and services are being utilized by their members, tailor their web sites to support the needs of their constituents, and use analytics to be more effective in managing their member satisfaction.
Environment
Unica NetInsight and Insight 7.5
Windows Server 2003
SQL Server 2005
