Event Analytics Dashboard Solves Long-Standing Member Engagement Challenge

The Association of Washington Cities (AWC) is a private, nonprofit, nonpartisan corporation that represents Washington’s cities and towns before the state legislature, the state executive branch, and with regulatory agencies. AWC collected event attendance for its annual conference for years and, faced with declining attendance, the AWC Events and Education team needed an easy way to visualize the attendance information to efficiently identify less engaged members. FLO developed a Tableau-powered event analytics dashboard with a user-friendly interface to quickly reveal participation trends and help AWC identify segments of the membership that required additional outreach. 

Using the available attendance data, FLO used several valuable metrics and visualizations that had a direct impact on AWC’s members. The final dashboard tool included a running total of registrations per day, a map showing member attendance statistics, overall statistics by year from 2016 to 2019, and attendance by entity type. The event analytics dashboard allowed the AWC Events and Education team to easily identify less-engaged members and target them with focused outreach campaigns. AWC was then able to monitor event registration in real time, allowing them to measure the success of their outreach efforts and quickly adjust strategies as needed to encourage participation. The dashboard significantly reduced the amount of time the team spent producing event registration reports for AWC leadership, as everyone on the internal team had access to the tool. The dashboard also made it possible to quickly identify which event topics were attracting certain segments of their membership and use that information for future conferences.