Using Digital Engagement to Dial Up Events

One of the more notable trends in the events space is capturing and analyzing event data, enabled by the use of technology, to better understand conference attendees. Technology platforms and apps make it easier to collect and assess a wide range of information on attendee behaviors and engagement to uncover helpful insights and provide a better event experience.  By integrating an attendee’s digital engagement with their physical presence, event professionals can develop a more complete attendee profile.

Matter of Execution

Event professionals know the value of attendee data and are already fully onboard with technology. Where they may be less confident is in the area of execution. Many struggle with choosing the right technology platforms and software to capture and act on this data.

Here are some suggestions to help event professionals with the execution side of data gathering and analysis.

Have a Strategy

It’s important to have a strategic framework in place for the kind of data you wish to capture, how you plan to analyze it, and how this feeds into your clearly defined business objectives.

Internal vs. External

Assess the existing skill-sets for data collection and insights work among your team. If lacking, it’s time to start looking at outside experts.

Identify the Right Technology Partner

Pick a technology provider to partner with that is well versed in data analysis and insights delivery, as well as technology platforms, tools, and mobile apps.

Establish a Data Collection Program

What types of data do you seek to collect from attendees and when?  How does the collection process break out in terms of pre-event, on-site and post-event timeframes?

By better understanding how attendees interact at your in-person events and with your digital marketing strategy, event professionals can realize better two-way communication, richer data and insights, more targeted messaging and offers, and a far richer conference experience.

For more information, see The Power of Live Event Data

Julie Haddix

Written by Julie Haddix

Julie Haddix is the Director, Enterprise Marketing for Cvent, Inc. She has worked for Cvent for 11 years helping to build the company’s Enterprise sales and marketing divisions, including its approach to Strategic Meetings Management. Julie has also been a part of the planning team for Cvent CONNECT, Cvent’s annual user conference, which has grown from 150 to 3,000 people in 5 years, leading the event marketing and content development efforts. Outside of work, Julie is learning a new role, Mom, to Christopher, and enjoying the daily challenges that job brings.