From Siloed Data to Actionable Insights: Biochemical Society Optimises Event Marketing

Lorraine Reese

Associate Director Events and Marketing - The Biochemical Society

The Biochemical Society is a leading membership organisation for the molecular bioscience community, serving academics, industry professionals, and related fields. 

The society is committed to promoting knowledge sharing and community engagement through scientific conferences, training events, and publications.

Before:

  • Siloed Systems: The society had several disparate systems, each serving a specific purpose but not communicating with each other, resulting in fragmented data and limited insights.

  • Limited Analysis: The society lacked the resources and tools to effectively analyze data across these various systems, hindering their ability to make informed decisions.

  • Anecdotal Insights: Event marketing effectiveness was primarily assessed through anecdotal feedback and a basic survey question with limited analysis.

After:

  • Unified Data: Senis AI integrated data from multiple systems, including event management and email marketing platforms, providing a unified view of member and attendee behaviour.

  • Data-Driven Insights: The platform's AI-powered tools revealed valuable patterns and trends, such as the varying impact of email marketing on different event types. This led to the discovery that word-of-mouth referrals were the primary driver for in-person events (over 50%), while email marketing was highly effective for online courses (over 70%).

  • Strategic Recommendations: Based on the data analysis, Senis AI provided actionable recommendations, such as implementing a referral program for in-person events and tailoring email campaigns to highlight personal connections and relevant speakers.

  • Improved Resource Allocation: The society can now allocate resources more effectively, focusing on high-impact initiatives and optimising their marketing spend.

  • Enhanced Member Engagement: By tailoring their communication and engagement strategies to specific member segments, the society can create more personalised and relevant experiences.

New Revenue Opportunities: The insights gained through the analysis can be leveraged to identify new revenue streams, such as targeted sponsorship packages and partnerships.

Process:

  • Data Integration: Senis AI ingested data exports from the Biochemical Society's various systems, aggregating data from events, marketing, and membership platforms.

  • Data Cleansing and Standardisation: The platform cleaned and standardised the data to ensure accuracy and consistency, addressing inconsistencies and duplicates.

  • AI-Powered Analysis: Senis AI applied advanced analytics and machine learning algorithms to uncover hidden patterns and correlations in the data.

  • Insight Visualisation: The platform presented the findings in interactive dashboards and reports, making it easy for stakeholders to understand and interpret the results.

Collaborative Refinement: The Biochemical Society and Senis AI worked together to refine the analysis, ensuring that the insights were relevant and actionable.

Proof:

The society gained a clearer understanding of the effectiveness of their email marketing efforts, identifying specific areas for improvement and tailoring strategies for different event types.

The analysis confirmed the importance of word-of-mouth referrals for in-person events, prompting the society to consider implementing a referral program to incentivise this behaviour.

The society discovered differences in engagement patterns among different attendee segments, paving the way for more targeted marketing and communication strategies.

Conclusion

The Biochemical Society's partnership with Senis AI demonstrates the transformative power of AI in addressing data silos and unlocking valuable insights. By leveraging the platform's capabilities, the society has gained a deeper understanding of its members and sponsors, enabling them to make data-driven decisions that improve engagement, optimise resources, and drive growth.

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