|Thursday, March 30, 2017
From the President’s Desk: Personalize the Data
Like our members do with clients and customers, I am constantly evaluating the services, products, strategies and tactics the Chamber uses to serve members and maximize their business results. To this end, the Chamber is highly fortunate to have access to many of the brightest minds in the most innovative companies; not only in Chicago, but the world. Chamber staff spends time, for example as we have recently, with world-class industry leaders like ones at Edelman and BDO to leverage their expertise through both formal event settings and informal meetings akin to brainstorming sessions. We always come out smarter.
Our takeaways from these sessions are a mix of the unexpected and things that confirm what we’ve been experiencing ourselves or feeling in our gut. It seems all organizations, for example, are sitting on mountains of data and looking for ways, the right ways, to analyze and harness it. Communications toolkits are a great example. We’ve all come to realize the ever-expanding list of channels, reflecting an exponential growth in narrow, but potentially fertile, hyper-niche audiences. The sharpest of marketing teams have said that even in this age of digital precision, the work of finding and engaging prospective clients and customers is as much art as science.
Worth noting is that more personal/tangible touchpoints such as one-to-one emails, telephone calls, and mailed letters and postcards are frequently deployed, even resurgent, and are often hailed as disproportionately effective. Even the perfect system of data collection and analysis will ultimately require a human connection, and time to make one, in order to convert to a business result. That is why the Chamber’s March Matchmaking Madness program has been such a success. We all know that the personal introduction and connection goes a long way in maximizing business results. Members at the Board and Leadership levels can still take advantage of the month’s biggest opportunity. The deadline for requesting your matches is tomorrow, March 31. Don’t forget to sign up and tell us which executives you would like us to connect you with.
Every Chamber member is navigating these opportunities and challenges. For my part, I see the Chamber facilitating the exchange of experiences and ideas amongst us. The cycle of thought leadership is as swift as the cycle of innovation; about the speed of light. So keep top of mind your I.T. person, data analyst and mail carrier. In 2017, we need each of them to deliver.
Theresa E. Mintle
President & CEO
Chicagoland Chamber of Commerce