​1. Get support for data-driven initiatives. AOTA succeeded because its leadership placed a priority on data-driven decision making. At the same time, as a small-staff association with limited resources, it couldn’t become data-savvy on its own. It found an outside partner who continues to work with AOTA to advance its data strategy.

​2. Enlist “data evangelists.” Spread your message and love for data with a team of early adopters. “These are people who can excite others about using data,” Sanchez says.

​3. Keep data accessible. Organizations that make data a priority also make it easy to reach. At AOTA’s headquarters, digital displays show real-time analytics each day. Meanwhile, Sanchez and his team work with departments to create dashboards that provide live looks into website interactions.

​4. Be transparent. As your website is updated with new tools to track user behaviors, be sure to review your site’s terms of use to ensure you’re in compliance with your association’s privacy policies. Always make sure legal counsel is involved in website development projects and put a priority on protecting visitors’ privacy.

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