As part of the Strategico consulting team, I am often asked one big question: Where should we start when it comes to improving how we use our data? 

It is a great question, and my answer always begins with curiosity. 

Instead of diving straight into dashboards or reports, I start by asking a few simple but powerful questions. These questions uncover not just what an organization wants to measure, but why it matters. Once we understand that, we can connect the dots between data, strategy, and meaningful outcomes. 

1. What do you want to learn from your data that you cannot do today?
   This question sets the stage. It helps teams step back and see the big picture through their own perspective. 

Most often, the answers come down to two key goals:

• Increasing engagement
• Turning that engagement into more opportunities for growth and revenue

Understanding these motivations provides the foundation to explore what is possible. 

2. How well do you understand your data ecosystem?

Every organization has a unique data ecosystem made up of technologies, applications, and systems that work together. Understanding how those pieces connect is crucial. 

For example, if engagement data lives in a platform like Hivebrite, we might explore how that information connects back to the CRM. Are we tracking who is participating? Can we use that insight to shape broader member engagement strategies? 

Then comes the next layer: What about this information is valuable? 

3. What makes engagement data meaningful?

Raw metrics such as likes, clicks, or comments tell part of the story, but the real power comes from understanding the context. 

Imagine a member posts a question in Hivebrite about a new piece of legislation. Within a week, the post receives dozens of comments and likes. Beyond tracking the numbers, we look at who is engaging and why. These are Level 1 Engagement Metrics, and when analyzed thoughtfully, they can reveal emerging member leaders, trending topics, and potential speakers for future events. 

By connecting this engagement data back to your CRM, we can transform surface-level metrics into insights that fuel smarter decisions and stronger community connections. 

Connecting the Dots 

When an organization understands the value of the data it already has, it can turn that information into a strategic asset. 

By strengthening your data ecosystem and aligning systems across platforms, you gain clarity, confidence, and control. This empowers your team to make better decisions and drive greater impact. 

How Consultants Can Help 

At Strategico, we believe that data transformation begins with asking the right questions. Our role is to help associations develop simple, repeatable habits of inquiry that unlock new insights and lead to lasting change. 

When you ask better questions, you uncover better data. Better data leads to smarter strategies, stronger engagement, and meaningful transformation.