How the Institute of Internal Communication transformed member engagement.
Like many membership organisations, the Institute of Internal Communication (IoIC) had a goldmine of data — but lacked the resources to harness it effectively. With a small team juggling CRM and CMS systems, they knew the potential was there, but how do you turn data into real impact for members? That’s where Damian Watson and the Layercake team stepped in.
Here’s how they did it:
- Identified key trends and behaviours within member data
- Segmented members to create tailored experiences and offerings
- Moved to an insight-led approach, improving engagement and retention
“We’ve transitioned from simply collecting data to using it to drive meaningful decisions, enhance member engagement, and prioritise our initiatives effectively. In just a short time, we’ve gone from data overload to data-driven success — and the results speak for themselves.” — Jennifer Sproul, CEO, Institute of Internal Communication
The key takeaway: you don’t need a big team to unlock the power of your data. With the right strategy, even small organisations can use data to drive growth, engagement, and innovation.