Overview
Built a data-driven content and channel strategy for Econa, Norway's professional association for economists and business graduates, building on an already-delivered website redesign to reduce member churn.
Who This Is For
Global professional associations, membership organisations, or industry bodies serving members and wider professional audiences across dozens to hundreds of countries, running association-management, CRM, analytics, email, ecommerce, event and learning systems that don't share a common data model.
The Challenge
Econa had launched an MVP website redesign, new design, new login and membership process, about a year earlier and needed the next phase: turning that platform into a sustainable content and membership engagement operation, segmenting members by behaviour, reducing churn, and giving the content team dedicated resourcing rather than ad hoc support.
Our Approach
Building on the live MVP, the team now behind ECM.DEV led a data-driven roadmap: integrating a Segment.com customer data platform and June.so analytics for GDPR-compliant behavioural segmentation, a content and channel strategy with an accompanying content canvas, new page templates and content blocks, and a resourcing model built around a dedicated UX writer/content designer and editorial calendar.
Impact
The work turned a one-off MVP website launch into an ongoing, data-driven content and membership operation, using GDPR-compliant segmentation to target anti-churn content at the members most at risk of disengaging.
Delivered while employed at NoA Ignite, working directly with Econa on their content and data strategy. Any public information referenced here is used for identification and does not imply endorsement.
Topics
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