Business data helps drive loyalty, decision-making, pique public interest Gatti Leavens Baker Hale The commoditization of information is one of the major challenges associations face in attracting and retaining members. But trade and professional societies have a ready source of unique and proprietary data that can reward membership: The members themselves. "There is a lot of information on the Web, some of it credible, some not," says Mike Gatti, senior vice president of member relations at the $38 million-revenue National Retail Federation, which uses member surveys to produce a variety of well-known industry reports. "We focus on the stuff that you can't… Read More