Many associations and nonprofits work with data on two levels: organization-wide and individual. They can see both how single members are interacting with their organization and view association-wide results.
Unfortunately, that means that many groups are missing out on valuable information, because most associations aren’t organized only around individual members or organizations. They have groups within them, usually chapters, committees, or special interest groups that combine individuals with similar characteristics or priorities.
If your association has these types of groups under its umbrella, then you need data on those groups in addition to individual and association-wide data. You need data on your segments.