data-integration
For those on HubSpot, or interested in HubSpot, you probably already know that the CRM power player held its flagship INBOUND conference in late September. The event, which over the years has cornered the market as the innovation incubator to attend if your role sits within the rev strategy and ops space, once again didn’t disappoint.
New product launches flanked the hundreds of educational sessions from leaders and celebrities alike. While even HighRoad is still spinning from the impressive line-up of products and enhancements either natively baked in already or on their way, we’ve taken the time to let the medicine sink in so that we can isolate which shiny new trinkets are most bookmark-worthy for associations and nonprofits.
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If you haven’t already, we recommend that you read the previous Meet the AI Family: the Communicators & and the Translators, Meet the AI family: The Generators & Revivers, and Meet the AI Family: The Informers & Fortune Tellers for reference before diving into this blog.
The final AI family members are the Type As of the house. These are your closet specialists. Spring cleaners. Cabinet organizers. Librarians. They know exactly where things should go to create home efficiencies.
So let's give a shout-out to our AI Organizers & Monetizers. These family members have an unmatched ability to compartmentalize content (digital assets) and data (technical assets). This does wonders from a program delivery perspective. Let’s peel back the label on this one.
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If you haven’t already, we recommend that you read the previous Meet the AI Family: the Communicators & and the Translators and Meet the AI family: The Generators & Revivers for reference before diving into this blog.
We all know the family members that have an opinion about everything. They're constantly researching historical events. They're always up on the latest trends. They're consistently pontificating on their findings and sharing their visions of the future. Whether it's your boisterous uncle or your precocious niece, these family members know it all and they're not afraid to share.
Cue our AI Informers and Fortune Tellers. They live in information and predictability. Let's dive into their world.
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Hungry Hungry Hippo was a cool game. The strategy was pretty basic. You had four different hippos all chomping down on plastic marbles. Each player had a hippo. The goal was to hit the hungry hippo at just the right time to gobble up the marbles. But, as kids, that translated to hitting the hippo lever obsessively to get as much circular yumminess as possible. Those with the fullest hippos at the end of the clock, won the round. And so on and so forth.
GenAI is a little similar. Yes, per usual, I’m oversimplifying. I’m comparing one of the most powerful and evolving technological advances in history, to a $15 Milton Bradley game from the late 70s. Yes, this is indeed happening.
But roll with me here.
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Data integrations are our specialty. And while we’d love to say that they’re 100% accurate all of the time, in the end, technology is technology. It’s only as good as the people behind it. When errors come up, most of the time, it isn’t about the technology that is ‘integration’.
No, that technology will continue running the same way it was designed to run. It will remain that gate that opens once signaled, allowing data to flow from one system (AMS, EMS and future association systems) to another system (HubSpot). Then the field, field attributes, values, and lists that flow through are based on the business rules and requirements dictated by its owners—the associations and nonprofits that we serve.
When an integration isn’t working, about 99% of the time, it’s:
- The accuracy (or lack thereof) of their data
- The way the data is configured within the AMS
- The way tech assets are delivered
- Staff’s lack of understanding around their data or how to activate on it
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Data is abstract. Complex. Multi dimensional. It has wide-spread application and needs a lot of grooming for performance. It’s no wonder there’s often confusion and malaise around it.
From an organizational perspective, however, all staff should have an optimal level of data literacy in order to put their data to action. Literacy doesn’t just apply to Data Analysts or Data Operations Managers. No, every individual within an organization should have a base level understanding of what data is available, how it’s organized, how it works, and how to upkeep it according to governed standards.
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