Recap 2

Focus on cohorts to push campaigns to specific groups, i.e. those less likely to renew membership.

Use cost/benefit data to inform strategic decisions. These won’t be exact, but you’re going to get a number you’re able to work with. It helps with knowing which path has the most impact and if strategies are effective and what new ones you should consider based on your results.

The metrics become even more predictive during a crisis because engagement increases. Make sure data is as close to current as possible when evaluating.