Using Data-Driven Thinking to Understand Your Community Members

Updated: Mar 23

To deploy a data-driven strategy means ensuring that key business decisions are based on data analysis, interpretation, and inference.

Many membership and subscription businesses will try to contextualise their members’ behaviour, with data, and subsequently validate their decision making.

Furthermore, data-driven strategy can form the foundations of a ‘data culture’, whereby a common consensus to consult data, before identifying solutions, exists. This culture, alongside the correct tools, is an essential definition for data-drivenness. Below, we have listed some data-driven actions an M&S company may take, to improve the quality of their community, by better understanding their members:

  • Surveying former or existing members or subscribers, on satisfaction

  • Conducting focus groups, before releasing new features, products, or services

  • Conducting A/B testing, to compare product or service features

  • Conducting A/B testing, to compare different pieces or streams of content

  • Segmentation of target audience, to develop customer avatars

  • Segmentation of former or existing members or subscribers

  • Quantifying interactions between members, within the community

  • Quantifying interactions of members, towards the community

The Importance of Member Data, For Community Management

As a community’s core comprises members, it would be ludicrous not to try to understand who each member is, through various data-driven perspectives. Before delving into definitions of member-specific data points, here’s a list of reasons why understanding your members, through data, is vital for community management:

  • Increasing engagement, by identifying members’ interests and preferences

  • Increased ROI, for members, through receiving interest-tailored content

  • Cost reduction, by identifying the most efficient decision, for member retention

  • Proactive approach, rather than reactive decisions based on guesswork

Member Data Points, Which Exist In Your Community

The easiest way to understand your members, in terms of data, is by analysing their demographics, psychographics, geographics, and behaviours. We urge you to create your own member segmentation table, and choose the most appropriate data points, which are mentioned below in bullet points.


Demographics involve socio-economic traits, separate to character:

  • Age Number

  • Age Range

  • Gender

  • Ethnicity

  • Race

  • Sexuality

  • Annual Income

  • Social Class

  • Education Level

  • Religion

  • Employment Status

  • Profession

  • Marital Status


Psychographics involve character-driven psychological traits, influencing preferences:

  • Personality

  • Hobbies

  • Interests

  • Passions

  • Goals

  • Targets

  • Values

  • Worldview

  • Beliefs

  • Opinions

  • Lifestyle

  • Social Status

  • Attitudes

  • Activities

  • Routine


Geographics involve facts, or traits, influenced by an individual’s environment:

  • Continent

  • Country

  • Region

  • City

  • Postcode

  • Population

  • Climate

  • Urbanicity

  • Culture

  • Language


Behaviours involve identifiable actions, associated with your business or community:

  • Purchases

  • Usage

  • User Status

  • Benefits Sought

  • Browsing

  • Interactions

  • Brand Loyalty

  • Reviews

  • Testimonials

Follow Ugenie, For Insights On Data & Community!

The information above primarily revolved around the definition, importance and an introduction to, data-driven thinking, for M&S businesses. Coming in the future, are related insights from Ugenie, geared towards helping you implement a data-driven strategy, with the right tools and models.

At Ugenie, data analytics is just one part of our online community platform service. Are you a community leader looking to quantify your community’s performance, and members, with data-driven insights and thinking? If you are a community leader, or in the business of community, try a Ugenie hub, for free, for 45 days.


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