Thomas DePatie, James Wolfe, and I wrote a new white paper based on ATD Long Island event attendance data. The executive summary is below and the full white paper is linked in PDF format.
The Long Island Chapter of the Association for Talent Development and Talent Metrics Consulting worked together to dive into ATD LI’s data on member location and event attendance. Using an approach by Salatin & McGinty (2019), a spatial analysis was conducted. Spatial analysis allows ATD LI board members to more clearly visualize member location and opens the door for strategies to recruit and engage potential members outside of identified hotspots.
We also analyzed the effect of a speaker’s company brand on event attendance. Company brand had an effect on event attendance. Recruiting speakers from recognized brands may help ATD LI boost event attendance through recognizing member interest in well-known firms, while continuing to engage speakers and companies across Long Island.
These analyses help ATD LI to better understand member behavior and make effective decisions moving forward to maximize the organization’s impact. Our analyses uncovered key insights that may lead to new opportunities for members and provide a road map for the organization’s events to make a deeper impact.
- Continue to engage members across Nassau and western Suffolk, while reaching out to members further east on Suffolk.
- Recognize the impact firm brand has on attracting members to events.
- Diversify event type to maximize impact and learning.
- Create new marketing initiatives to increase event attendance
FULL PAPER HERE