Skillz BoostM A X I M I Z I N G D A T A A N D R E P O R T I N G T O O L S

B y

M i c h e l e M a s s a m b a n i

• I M P A C T A WA R D S ! ! !

• E S R I D A T A A N D T A R G E T P E R S O N A S

• M A X I M I Z E Y O U R C R M

• M E M B E R S H I P R E P O R T I N G T O O L

• D A T A S O R T I N G H A C K S

• R E P O R T I N G F O R S T A K E H O L D E R S

OUTLINE

ESRI REPORTS & TARGET PERSONAS

Demographics Psychographics

Age Personality Traits

Gender Lifestyle/Habits

Geo-location Principles & Beliefs

Education Level Attitudes

Occupation Activities/Interests

ESRI REPORTS & TARGET PERSONAS

Understand your current

and prospective members

• Identify key drivers

• Desired amenities and

programs

• Health and lifestyle

opportunities

ESRI DATA & TARGET PERSONAS

Target Persona –

“Winning the Race to the Top”Market Profile Messaging / Tactics

Median Age 41-45

Tech, Law, Finance – Prospered through

2008 Recession

Tech savvy – high utilization of top

features

Strong online presence, registration, bill-pay, appointments, articles & documents, digital signage, text messaging, robust app

Income 2x the national average (average $1.6MM net worth)

Financially savvy – invests in stock market

Credit card users but no balances due to disposable income

Future focused – well-insured and investing for the future

Long-range plan for future sustainability, capital projects, financial stability

Average Household size 3.13Well-organized; routine is key with

school-aged children

Member Services = Full Concierge

Socialize – kids & adults, low-key and quick service, farm-to table organic products

New homes with trendy décor, in-home gyms, theatres

Picture-perfect homes

Self-care, frequents spa/salon

Trendy, new, sparkling clean (Clubhouse maintenance plan – look “new” for years to come)Fitness programming, Spa & Salon services,personalized training

80% married couples Travels often domesticallyTroon Privé Privileges/Advantage Programs, Ship Sticks-ready, group travel experiences

MAXIMIZE YOUR CRM

Every club should be using a CRM! Benefits include:

- Focused on Growth

- Encourages attention to tasks and actions that

drive sales

- Reminders for key activities

- Filters segments/target leads

- Integrate tools in 1 place

- Tweak your process

- Defines and organizes a transparent and consistent sales journey

http://www.pipedrive.com/

Journeys to organize:

Membership Sales

Catering Sales

New Member Orientation

MAXIMIZE YOUR CRM – PIPELINE BEST PRACTICES

Qualified LeadContact

Made/Info SentMeet & Greet Toured/Joining

Toured/Not Joining

Qualified Lead

Contact Made/Info

SentFacility Tour

Date Select/ Signed

Contract Sent

Contract Signed

Tasting/ vendors

ConfirmedBEO

Final Count/Billing

Post-Event Follow-up

Signed Paperwork

Orientation/ Gift Bag

Department Head Intros

Coffee with GM30-day Event

Invite60-day Coffee

with GM

90-day Survey/ Personalized

Note

MAXIMIZE YOUR CRM – PIPEDRIVE BEST PRACTICES

Custom Data Fields

Specific Membership Activities

File Storage

Web Forms

Import/Export Functions

Integrations/Features

MAXIMIZE YOUR CRM – PIPEDRIVE BEST PRACTICES

MEMBERSHIP REPORTING TOOL

Maximize your data – use formulas!

Don’t know how….Google it. Or watch a video on YouTube. Save yourself the hassle of doing

anything manually in Excel – you’ll end up saving time and learning a new skill

DATA SORTING

DATEDIF Function returns the difference

between two date values in years,

months, or days

Use for Age, or Length of Membership

=DATEDIF (start_date, end_date, unit)

DATA SORTING

VLOOKUP Function lets you search for specific info in your spreadsheet

Use for list of members by category

=VLOOKUP(what you want to look up, where you want to look for it, the

column number in the range containing the value to return, return an

approximate or exact match,1/TRUE, or 0/FALSE)

DATA SORTING

PIVOT TABLES TUTORIAL – JUST 6 MINUTES

https://youtu.be/qu-AK0Hv0b4

WHY PIVOT TABLES ARE SO AWESOME

SUPER user friendly

Create instant data

Make data analysis SO easy

Summarizes data quickly

Helps identify patterns in your data

Creates FAST & ACCURATE REPORTS….swoon

0

2

4

6

8

10

12

JUNIOR II NON-RES REGULAR SOCIAL YOUNGEXECUTIVE

Average Length of Membership

NON-EQUITY2%

NON-RES0%

PROVISION10%

REGULAR59%

RESIGNED0%

SENIOR B8%

SOCIAL8%

SOCIAL/HON0%

TNSFR- REG0%

WELCOME1%

YOUNG EXECUTIVE

12%

Total Spend By Category

BE THE EXPERT…

Next time someone wants you to “run the numbers”… think

to yourself, would a Pivot Table help me?

The answer is probably “Yes!!!”

Then turn it into a chart for your GM, Committee, Board or Owners

STAKEHOLDER REPORTING

Take advantage of TEMPLATES

STAKEHOLDER REPORTING

Customize:

Colors

Fonts

Add Logos

STAKEHOLDER REPORTING

Best Practices

Current Totals by Category & FME

Period vs. Prior Year

Period vs. Budget

THANK YOU!

Michele Massambani

Michele.Massambani@troon.com

Cell - (480) 476-5855

mailto:Michele.Massambani@troon.com