Where Information Technology is focused on operational efficiency, Business Technology focuses on the strategic, revenue generating activities of sales, marketing, customer service and community management. But, the biggest advantage by far, is the ability to innovate. Increasing your digital footprint, provides an inexpensive test bed for exploring new ideas, measuring engagement and revealing the level of member interest almost immediately. Fail fast – succeed fast. Innovation is not an episodic event, it is a continual process. Digital combined with analytics gives you the platform and tools you need to stay ahead of what’s important to your members.